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The tourism industry has a special significance in the world’s economy and has become one of the important sources of the country’s foreign exchange earnings. Through tourism industry development, also competition is expanding (Nasrallahi et al., 2013).
In addition, according to investigations, the turnover of the tourism industry in the world is beyond the turnover of other industries and it would be about two thousand billion dollars. In the process, the achievement of tourism destinations to only a percentage of the turnover leads to a yearly income of 20 million dollars (Hamidizadeh et al., 2016).
According to statistics provided by the World Tourism Organization, the ratio of input to output tourists is equal to 0.1. The direct impact of the tourism industry, by taking 6% of world GDP, indicates that one of the 15 future jobs will be allocated to the tourism industry. Also taking into account indirect effects, about 10 percent of the world GDP and one of the nine future jobs will be created by the tourism industry (UNWTO, 2016).
In the twenty-first century, technological advances caused by the increase of leisure time and people spend more time on traveling. Actually, the second half of the twentieth century should be called the era of the tourism industry. In order to succeed in the tourism industry must have a suitable condition in infrastructures and attractions and also plan to attract tourists and introduce the tourist attractions of the country to international markets (Nasrallahi et al., 2013). Today, the global Internet has become a part of daily life for most people and globalization of markets is one of the major challenges that faced marketers are facing. As a result of the increased number of travel and trade in most of the countries, as well as increasing Internet connections around the world, globalization accrued (Kotler & Armstrong, 2008).
In fact, globalization means knowing different cultures, and local culture is part of this diversity. Studying the impact of International marketing strategies’ performance is not new, but the Previous research literature does not specify the methods and amount of effects of using e-marketing and promotional tools in tourism markets of Iran and in attracting international tourists to the country through the creation of the positive image of the destination.
According to Weber & kosuta-Telisman (1991), tourism has the potential of making economic and social contributions in order to leads to countries’ tourism industry growth and the success of tourism industry in different countries becomes a significant factor in economic development strategy.
Therefore tourism marketing and using suitable promotional tool is the essential matter in gaining this goal and developing the destination. These days, promoting tourism destination encounters different kinds of challenges to achieve and retain competitive advantages.
Levitt (1986), founds that destination’s image marketing is the beginning of prosperousmarketing; In view of the fact that tourists’ images and expectations of the destination closely related to the information sources and their thought about destinations.
Hence, according to these findings, possibilities for evaluating the destination image through marketing arise.
One of the favorable scopes in the tourism literature is destination image (Gallarza, Saura, & Calderón García, 2002).