فرشید نمامیان

Background: The present study was conducted with the aim of designing a model of normal ethical marketing in the hotel industry. Method: This research is qualitative in terms of purpose, exploratory in terms of approach, and qualitative in terms of data analysis. The statistical population was a group of hotel industry experts from whom a total of 9 people were selected as the sample by purposive sampling and theoretical saturation. The research tool was in-depth interviews. Data were analyzed using theme analysis methodology. Results: According to the results of the study, the main category in this study was "the attention of hotel industry managers to ethical marketing norms." Causal conditions include knowledge of ethical norms, emphasis on upstream rules on ethical norms in marketing, modeling of the world hotel industry, training courses for hotel managers and staff on ethical norms in marketing and reforming and improving the reward and punishment system in line with ethical norms He was in the marketing of the hotel industry. Areas included "Emphasis on Ethical Decision-Making at All Levels of the Organization" and "Ethical Organizational Culture", and environmental conditions included "Societychr(chr('39')39chr('39'))s desire to comply with ethical marketing norms in the hotel industry" and "Economic problems in the country." Strategies also included the categories of "ethical hospitality" and "compliance with organizational social responsibility", which led to the consequence of "customer satisfaction of the hotel industry". Conclusion: The results of the research led to the design of a model of ethical marketing in the hotel industry and showed that ethics is a fundamental element and in developing marketing models for the hotel industry, special attention should be paid to this important issue.

The present study seeks to identify and prioritize the components and dimensions of e-commerce and categorize them as a comprehensive model by using the meta-synthesis method. In this research, total of 58 articles in the field of E-commerce was identified and examined in the first step. Latin articles were in the period of 1996 to 2017 and Persian articles were related to the period of 2001 to 2017. Finally, after three stages of the evaluation of articles, 29 articles remained. Then, based on the results of the meta-synthesis method and the use of open coding, three main fields and a number of subfields were found for the e-commerce variable. Also, at this stage, the initial data was also introduced in the form of a new subset and added to the comprehensive model by using the indexing, conceptualization and categorization method. The main fields of e-commerce included customer trust and satisfaction in e-commerce, the development and application of e-commerce and the success of e-commerce. Each of these main fields has a number of subfields. Suggestions are presented in accordance with the comprehensive model identified. The e-commerce model can be a good tool for decision making managers and decision-makers, and should be used as a basis for future research.