Journal of Tourism and Development

Journal of Tourism and Development

Factors affecting the effects of green marketing on the necessity of ecotourism development using the fuzzy cognitive mapping approach

Articles in Press

Document Type : Original Article

Authors
mohammad siadatan 1
Mohammad Reza Rezvani 2
Mahdieh Zahmatkesh Saredorahi 3
Nastaran Fotouhi 4
Fatemeh Mohammadpour Shirazi 5
1 P.h.d student of tourism at Tehran University of Science and Culture, Tehran, Iran.
2 Academic Member in University of Tehran
3 M.Sc. in Tourism Management, Science and Arts University of Yazd, Iran.
4 University Lecturer, Tourism Management, Mohaghegh Ardabili University, Ardabil, Iran.
5 Graduate of Tourism Development Planning, Faculty of Management and Accounting, Allameh Tabatabai University of Tehran
10.22034/jtd.2023.398072.2771
Abstract
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.
Keywords
green marketing
ecotourism
qualitative modeling
fuzzy cognitive mapping
social network analysis
Journal of Tourism and Development

Articles in Press, Accepted Manuscript
Available Online from 12 February 2024