Journal of Tourism and Development

Journal of Tourism and Development

Presenting the rural and agricultural ecotourism model by proposing operational solutions for business development

Document Type : Original Article

Authors
Ramin Bashir Khodaparasti 1
Hooshmand Bagheri Garbollagh 2
Ali Reza Jamshidi 3
1 Assistant Professor, Faculty of Economics and Management Urmia University, Urmia, Iran
2 Associate Professor, Faculty of Economics and Management, Urmia University, Urmia, Iran
3 Department of Geography, Faculty of Literature and Human Sciences, Urmia University, Urmia, Iran
10.22034/jtd.2024.447394.2898
Abstract
The aim of the current research is to study the rural and agricultural ecotourism of the province and provide operational solutions for business development. The current research is developmental-applicative in terms of its purpose; In terms of method, it is qualitative and in terms of implementation method, it is a mixture of qualitative content analysis. The statistical population consisted of tourists, local residents, experts, successful entrepreneurs and owners of local residences, among which 16 interviews were conducted and analyzed. The sampling method of the current research is the targeted method of snowball method. A semi-structured (in-depth) interview was used to collect data, the validity and reliability of which were confirmed using experts' opinions and the Kappa-Cohen test, respectively. Data analysis was done by content analysis and after analyzing the interviews and open, selective and central coding of the text of the interviews, twenty-four main categories were identified as the main categories of the rural and agricultural ecotourism business development system in Azerbaijan province. were identified as including personal psychological challenges, entrepreneurial ecosystem, ecotourism infrastructure and facilities, policy factors, regional attractions and potentials, environmental factors, managerial factors, socio-cultural factors, collaborative factors, good government management and policymaking, strategic orientation and effective leadership, economic factors, augmented reality services, marketing, electronic human resource management and customer relationship management.
Keywords
Rural and agricultural ecotourism
Business development
Entrepreneurial ecosystem
 
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