نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری گردشگری دانشگاه علم و فرهنگ تهران، تهران، ایران
2 عضو هیات علمی دانشگاه تهران
3 دانش آموخته کارشناسی ارشد مدیریت جهانگردی گرایش بازاریابی، دانشگاه علم و هنر یزد، ایران
4 مدرس دانشگاه، رشته مدیریت جهانگردی، دانشگاه محقق اردبیلی، اردبیل، ایران.
5 دانش آموخته کارشناسی ارشد برنامه ریزی توسعه جهانگردی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی تهران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Objective: Today, people's interest in seeing natural attractions and traveling to virgin areas has increased to respond to mental and psychological needs that have led to the emergence of ecotourism and green tourism. Ecotourism provides the necessary grounds for the development of tourism in nature while preventing the destruction of natural and cultural resources. In this research, a qualitative research on the effect of green marketing on ecotourism development has been done.
Methods: This research is descriptive in terms of its purpose and in terms of data collection. For this purpose, after defining the subject and reviewing the research background, the conceptual framework of the specific model and data were analyzed using fuzzy cognitive mapping techniques and social network analysis.
Findings and Conclusions: The findings indicate that green price factors, environmental focus and planning should be considered more than other factors. As there are good capacity for marketing, it is suggested that ecotourism can be developed and improved with respect to the main factor 7P, which is the green price, and with proper planning and attention to environmental protection.
کلیدواژه‌ها [English]
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