Journal of Tourism and Development

Journal of Tourism and Development

Explaining the impact of green marketing strategy on the development of green tourism in Kerman with a structural ـ interpretive approach

Document Type : Original Article

Authors
Gholamreza Askarpour Daragahi 1
Ezatollah Abbasian 2
Ebrahim Nasiroleslami 3
1 PhD student, Department of Business Administration, Faculty of Management, Kish International Campus, University of Tehran, Tehran, Iran
2 Professor, Department of Financial Engineering, Faculty of Management, University of Tehran, Tehran, Iran.
3 Assistant Professor, Department of Statistics, Faculty of Basic Sciences, Bu-ali Sina University, Hamadan, Iran
10.22034/jtd.2024.460379.2925
Abstract
This study was conducted with the purpose of explaining the impact of green marketing strategy on the development of green tourism in Kerman with a structural-interpretive approach. The current study is an applied-developmental study in terms of its purpose, and in terms of the data collection method, it is a qualitative research based on an interpretive approach. A semi-structured interview and a questionnaire based on the decision matrix were used to collect data. The community of participants of this research includes theoretical experts (professors of marketing management and tourism management) and experimental experts (directors of the General Directorate of Cultural Heritage, Handicrafts and Tourism of Kerman province). Sampling of the qualitative part was done with a purposeful method and finally theoretical saturation was achieved with 12 interviews. The sample size of the quantitative part was estimated by Cochran's formula for large and uncertain communities of 384 people, and sampling was also done using the available method. To analyze the research data in the qualitative part, the qualitative analysis of the theme and MaxQDA 20 software were used. Then, the relationships between the structures were determined by structural-interpretive modeling method in MicMac 4.0 software. At the end, the status of the structures was checked with binomial test in SPSS 22 software. The research findings showed that the marketing strategy of green tourism has an impact on cultural tourism and managerial-structural factors. The mentioned factors affect tourism branding and communication management with tourists and in turn affect political-planning factors. Political-planning factors affect infrastructural factors and educational-research factors. The mentioned factors also affect socio-cultural, environmental and economic-institutional factors and ultimately lead to the sustainable development of tourism.
Keywords
Green marketing
Tourism development
Green tourism
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