Journal of Tourism and Development

Journal of Tourism and Development

Elaboration and Presentation of the Institutional Model for Rural Tourism Marketing in Iran

Document Type : Original Article

Authors
Maryam SeyedNazari 1
Hossein Kuhestani 2
Fatemeh Kazemiyeh 3
Ghader Dashti 4
1 Ph.D in Agricultural Development, Department of Extension and Rural Development, Faculty of Agriculture, University of Tabriz. Tabriz, Iran
2 Associate Professor, Department of Extension and Rural Development, Faculty of Agriculture, University of Tabriz. Tabriz, Iran
3 Associate Professor, Department of Extension and Rural Development, Faculty of Agriculture, University of Tabriz. Tabriz
4 Professor, Department of Agricultural Economics, Faculty of Agriculture, University of Tabriz, Tabriz, Iran
10.22034/jtd.2024.474790.2958
Abstract
Rural tourism marketing, as an innovative approach in the tourism industry, focuses on promoting and attracting tourists to rural and lesser-known areas. Despite the abundant tourism potential in rural regions of Iran, the country's share compared to many tourism-friendly countries remains minimal. Therefore, attention to market development and the design of an institutional model for rural tourism marketing in Iran is essential. The aim of this research is to present an institutional model for rural tourism marketing in Iran. The research employs a qualitative method and grounded theory. The statistical population consists of 20 experts and specialists in the tourism sector, as well as knowledgeable professors, selected through theoretical and purposeful sampling. The data collection tool is semi-structured interviews derived from the theoretical framework. The collected data were coded in three phases: open, axial, and selective coding. For axial coding, MAXQDA software was utilized. Organizations, laws and regulations, and values and norms were selected as core categories, leading to the design of a paradigmatic model for rural tourism marketing in Iran. The findings indicate that the causal conditions of the model include the formulation and implementation of strategic plans and market development for tourism. Contextual factors encompass financial support, while intervening conditions include political challenges and a lack of knowledge. Actions such as improving infrastructure, employing modern technologies, integrating policies, and expanding advertising were identified as strategies. Furthermore, enhancing economic conditions and health were recognized as outcomes of the institutional model for developing rural tourism marketing.
Keywords
Marketing
Grounded Theory
Rural Tourism
Institutional Model
 
Adeyinka-Ojo, S. F., Lattimore. C. K., & Nair, V. (2014). A framework for rural tourism destination management and marketing organizations. Procedia-social and behavioral sciences, 144, 151-163. https://doi.org/10.1016/j.sbspro.2014.07.284
Albuquerque, H., Costa, C., & Martins, F. (2018). The use of geographical information systems for tourism marketing purposes in Aveiro region (Portugal). Tourism management perspectives, 26, 172-178. https://doi.org/10.1016/j.tmp.2017.10.009
Amiri, F., mohebi, S., ranjbar, M. H., & bagheri, M. (2019). Identification of effective factors on tourism marketing and providing an appropriate model for ecotourism and rural tourism (Case study: Hormozgan province). Regional Planning, 9(35), 95-104. http://ensani.ir/fa/article/416053/ [In Persian]
Amiri, F., mohebi, S., Ranjbar, M. H., & Bagheri, M. (2022). The effect of structural, behavioral and contextual factors on rural tourism marketing in Hormozgan province.Geography (Regional Planning), 12(47), 186-199. https://doi.org/10.22034/jgeoq.2022.293769.3188 [In Persian]
Anabestani, A., Giyahi, H., & Javanshiri, M. (2018). An Analysis of the Effects of Establishing Ecotourism Residence on Development of Rural Settlements (A Case Study of Radakan Village, Chenaran County). Spatial Planning, 8(2), 1-24. https://doi.org/10.22108/sppl.2018.108017.1132 [In Persian]
Asadi, A., heidarzadeh hanzaei, K., khoon sivash, M., & aligholi, M. (2021). Presentation of Tourism Marketing Model in Tehran City with Mixed Approach and Validation. Journal of Tourism and Development, 10(4), 31-50. https://doi.org/10.22034/jtd.2020.224218.2033 [In Persian]
Ayhan, Ç. K., Taşlı, T. C., Özkök, F., & Tatlı, H. (2020). Land use suitability analysis of rural tourism activities: Yenice, Turkey. Tourism Management, 76, 103949. https://doi.org/10.1016/j.tourman.2019.07.003
Badri, S. A., Hesam, M., & Cheraghi, M. (2014). An Analysis of the Factors Impacting Rural Tourism Marketing in a Metropolitan Rural Area from the Viewpoints of Experts Case Study: Northern Part of the Tehran Metropolis. Journal of Tourism Planning and Development, 2(7), 82-105. https://tourismpd.journals.umz.ac.ir/article_591.html?lang=fa [In Persian]
Bastic, M., & Gojcic, S. (2012). Measurement scale for eco-component of hotel service quality. International Journal of Hospitality Management, 31(3), 1012-1020. https://doi.org/10.1016/j.ijhm.2011.12.007
Beritelli, P., & Laesser, C. (2018). Destination logo recognition and implications for intentional destination branding by DMOs: A case for saving money. Journal of Destination Marketing & Management, 8, 1–13. https://doi.org/10.1016/j. jdmm.2016.08.010
David, F. R. (2011). Strategic management: Concepts and cases. Peaeson/prentice hall. https://pracownik.kul.pl/files/12439/public/3_David.pdf
Elahyari, S., Tajzadeh Nemin, A., Badiezadeh, A., & Porfarj, A. (2017). The effect of environmental monitoring and marketing planning on the marketing efficiency of rural tourism destinations. Behavioral studies in management. 8(16), 77-90. http://ensani.ir/fa/article/467969/ [In Persian]
Fathian Brojeny, M., & Owji, M. H. (2020). Investigation on Factors Affecting Online Affiliate Marketing Performance Measurment in Tourism Industry. Tourism Management Studies, 15(51), 253-279. https://doi.org/10.22054/tms.2020.19683.1543 [In Persian]
Grubor, A., Leković, K., & Tomić, S. (2019). Rural tourism marketing of the Danube region. Ekonomika, 65(4). https://doi.org/10.5937/ekonomika1904001G
Hasibi, S., & shojaei V. (2020). Strategic Analysis of Sports Tourism Marketing Mix in Mazandaran with 7P's Approach, 20 (57), 169-186. http://jgs.khu.ac.ir/article-1-3277-fa.html [In Persian]
Huang, Y.W. (2024). Study on the Township Sage Culture for Enhancing the Economic Development of Rural Tourism. International journal of social sciences and public administration, 3(2), 367-373. https://doi.org/10.62051/ijsspa.v3n2.45
Johansson, E. (2020). Uppsala’s prerequisites for developing rural tourism. http://urn.kb.se/resolve?urn=urn:nbn:se:slu:epsilon-s-500017
Król, K., & Zdonek, D. (2024). Digital artefacts of rural tourism: the case study of Poland. Global Knowledge, Memory and Communication, 73(3), 258-273. https://doi.org/10.1108/GKMC-03-2022-0052
 
Mododi Arkhodi, M., Ferdowsi, S., & Najafi, E. (2024). Factors Affecting Tourism Marketing in Rural Areas (Rural Areas of Qaenat County as a Case Study). Journal of Studies in Entrepreneurship and Sustainable Agricultural Development, 11(1), 101-124. https://doi.org/10.22069/jead.2023.21802.1763 [In Persian]
Mihailovic, B., & Moric, I. (2012). The role of marketing philosophy in rural tourism development. Tourism and hospitality management, 18(2), 267-279. https://doi.org/10.20867/thm.18.2.7
Nassaji Kamrani, M., Karimi, O., Mahmoudi Meimand, M., & Darvish, H. (2017). Explaining the Model of Factors Affecting the Promotion of the Tourism Brand of the Islamic Republic of Iran. Public Organizations Management, 5(4(20)), 95-106. https://ipom.journals.pnu.ac.ir/article_4196.html [In Persian]
Roy, S., Dryl, W., & de Araujo Gil, L. (2021). Celebrity endorsements in destination marketing: a three country investigation. Tourism management, 83, 104213. https://doi.org/10.1016/j.tourman.2020.104213
Safari Siahkalroudi, A., Abbasi, A., Nasimi, M.A., & Saidi, P. (2021). Presenting a rural tourism marketing model with a qualitative theme analysis approach (case study: Rodsar city). Planning studies of human settlements.  https://sanad.iau.ir/journal/jshsp/Article/688091?jid=688091 [In Persian]
Sarabadan, A. (2016). Designing an integrated cross-cultural marketing model in the tourism industry. Master's thesis. University of Science and Art. [In Persian]
Sheikhi, D., & Pazoki, M. (2017). Assessing and Prioritizing the Factors Affecting Rural Tourism Marketing Using the Marketing Mix Model (A Case Study: Jozan District, Malayer Township). Journal of Rural Research, 8(3), 488-501. https://doi.org/10.22059/jrur.2017.63478 [In Persian]
Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549. https://doi.org/10.1080/15256480.2019.1692755
Su, A. (2021). Tourism marketing innovation management model based on big data. In Journal of Physics, 1744(4), 042141. IOP Publishing. https://doi.org/10.1088/1742-6596/1744/4/042141
 
Tavaklian, M. R. (2016). Identification and ranking of the factors affecting the marketing of the tourist industry and tourism in Kashan city. Dissertation for Master's Degree, Department of Management, Islamic Azad University, Naraq Branch. [In Persian]
Wondirad, A., & Ewnetu, B. (2019). Community participation in tourism development as a tool to foster sustainable land and resource use practices in a national park milieu. Land Use Policy, 88, 104155. https://doi.org/10.1016/j.landusepol.2019.104155
Yachin, J. M., & Ioannides, D. (2020). "Making do" in rural tourism: the resourcing behavior of tourism micro-firms. Journal of Sustainable Tourism, 28(7), 1003-1021. https://doi.org/10.1080/09669582.2020.1715993
Zabihi, A. (2016). Designing a marketing model for sports tourism in Mazandaran province. Doctoral thesis in the field of physical education - sports management orientation, Mazandaran University. [In Persian]
Zekavati, F., Andervazh, L., & Zarinjoui, S. (2024). The Qualitative Model Of Health Tourism Marketing And Its Effect On Tourism Attraction In Health Villages Based On Grounded Theory C. Journal of Tourism and Development, 13(1), 1-18. https://doi.org/10.22034/jtd.2023.382998.2731 [In Persian]