Acta turistica, Vol. 38 No. 1, 2026.
Original scientific paper
https://doi.org/10.22598/at/2026.38.1.45
DESIGNING AN INTEGRATED CROSS-CULTURAL MARKETING FRAMEWORK (ICCM) IN THE TOURISM INDUSTRY
Maryam SARIKHANI KHORRAMI
; University of Tehran, Tehran, Iran
Maysam SHAFIEE ROODPOSHTI
; University of Tehran, Tehran, Iran
*
Azadeh SARABADAN
; Science and Art University, Yazd, Iran
Mahnaz DOOSTI-IRANI
; Science and Art University, Yazd, Iran
* Corresponding author.
Abstract
Familiarity with diverse cultures and the expansion of intercultural communication influences the tourism industry and contributes to its growth. This research was conducted with the aim of defining and developing the concept of Integrated Intercultural Marketing in tourism. The study employed a mixed-methods approach: in the qualitative phase, a review of the literature was undertaken and interviews were conducted with 16 experts until theoretical saturation was reached using criterion-based purposive sampling with a snowball approach to identify the influential components. In the quantitative phase, a questionnaire based on the findings from the initial phase was distributed among 384 tour guides, managers, and staff of travel agencies (using simple random sampling). Ultimately, 54 components were organized within the framework of Integrated Intercultural Marketing and validated by experts. The findings, in addition to elucidating the key dimensions of intercultural marketing, provide a practical roadmap for policymakers and managers to focus on critical gaps and allocate resources optimally.
Keywords
tourism; cross-cultural marketing; integrated marketing; ICCM framework
Hrčak ID:
349503
URI
Publication date:
30.6.2026.
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