Presenting a rural tourism marketing model with a qualitative approach theme analysis (Case study: Rudsar city)

Subject Areas : Environmental hazards and human settlements

Emad Safari Siahkalroodi ¹ , Ebrahim Abbasi ² , mohammad ali nasimi ³ , Parviz Saiedi ⁴

1 - Ph.D Candidate in Business Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
2 - Associate Professor, Department of Management, University of Al-Zahra, Tehran, Iran
3 - Assistant Professor, Department of Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran
4 - Assistant Professor, Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran

Received: 2021-02-18 Accepted : 2021-05-16 Published : 2023-08-23

Keywords: ", Rural Tourism", Marketing Model", Theme Analysis", Semi-field Interviews",

Abstract :

The development of rural tourism has a wide variety of effects and consequences and, given the natural and cultural capacities of the villages, can play an important role in revitalizing the villages, creating employment and income for the villagers, and protecting the natural heritage. Have historical and cultural and ultimately integrated and sustainable rural development. Have historical and cultural and ultimately integrated and sustainable rural development.The development of rural tourism has a wide variety of effects and consequences and, given the natural and cultural capacities of the villages, can play an important role in revitalizing the villages, creating employment and income for the villagers, and protecting the natural heritage. Have historical and cultural and ultimately integrated and sustainable rural development. The purpose of this study was to present a rural tourism marketing model in Rudsar city using theme analysis method. In order to conduct the research, a qualitative research approach and semi-structured interviews with experts in the field of tourism and marketing have been used. Sample size with logic Theoretical and judgmental sampling and until the achievement of theoretical saturation included a total of 12 people. Data encryption using software Max Kyoda is done. Findings show that rural tourism marketing model in Rudsar city with 11 main themes and 67 sub-themes including: attractions, infrastructure, culture, investment, environmental location, accessibility of facilities, skilled manpower, travel costs, promotion, Explained rules and regulations and education, and the themes of skilled manpower and culture with a coefficient of 0.78 and 0.55,respectively, have the most and least impact on rural tourism.

References:

آمار، تیمور. (1395). آسیب شناسی گردشگری در سکونتگاه­های روستایی استان گیلان (مطالعه موردی دیلمان، شهرستان سیاهکل). فصلنامه اقتصاد فضا و توسعه روستایی، 1(1)،  192-171.

ابراهیمی، اسماعیل. (1395). گردشگری روستایی به عنوان الگویی برای توسعه روستایی (مطالعه موردی شهرستان گرمسار). فصلنامه جغرافیای انسانی، 9(1)، 47-26.

حاتمی نژاد، سید حسین؛ عیوضلو، داوود و ربیعی فراهانی، بهزاد. (1395). توسعه گردشگری در ایران. تهران: انتشارات مهکامه.

 رشید کلویر، حجت­اله؛ غفاری هشجین، نعیم؛ باقری، اصغر و حیدری ساربان، وکیل. (1399). بررسی زمینه­های توسعه گردشگری در   روستاهای هدف گردشگری (مطالعه موردی: روستای کزج شهرستان خلخال). فصلنامه مطالعات برنامه­ریزی سکونتگاه­های انسانی، 15(3)، 905-922.

رضوانی، محمدرضا. (1398). توسعه گردشگری روستایی (با رویکرد گردشگری پایدار). تهران: موسسه چاپ و انتشارات دانشگاه تهران.

رضوانی، محمدرضا؛ رمضان زاده، مهدی و خراسانی، محمد امین. (1397). توسعه گردشگری روستایی (محل گرایی و تغییرات فرهنگی). چاپ دوم، تهران: انتشارات مهکامه.

شادمانی، حسین. (1390). توسعه گردشگری روستایی: با رویکرد توسعه پایدار. مجله علوم اجتماعی، 14(36)، 25-20.

صباغ کرمانی، مجید. (1379). صنعت گردشگری در ایران. چاپ اول، تهران: ناشر کتاب فردا.

علیائی، محمد صادق. (1399). تحلیل نقش گردشگری روستایی در توسعه سکونتگاه­های روستایی پایدار. فصلنامه مطالعات برنامه­ریزی  سکونتگاه­های انسانی، 15(4)، 1358-1345.

فدائی، مهرناز؛ سلیمانی، حسین؛ گندمکار، امیر و غفاری، رامین. (1401). بررسی نقش بافت­های با ارزش روستایی در توسعه گردشگری روستاهای دهستان سمام شهرستان املش در استان گیلان. فصلنامه مطالعات برنامه­ریزی سکونتگاه­های انسانی، 17(3)، 612 -599.

کریمی طهماسبی، صابر. (1392). اثرات گردشگری بر ساختار کشاورزی مناطق گردشگری روستایی. اولین همایش ملی گردشگری، جغرافیا و      محیط زیست پایدار.

مطیعی لنگرودی، سیدحسن، و نصرتی، ماهره. (1390). امکان سنجی توسعه گردشگری در نواحی روستایی از دیدگاه گردشگران (بخش کرگانرود  شهرستان تالش). جغرافیا و برنامه­ریزی محیطی، 22(1)، 84-69.

Butler, R. (1999). Sustainable tourism: A state of the art review. Tourism Geographies. An International Journal of Tourism Space, Place and Environment, 1(1), 7-25.

Billore, S. (2018). Enriching cultural experiences from rural tourism: Case studies from Japan in Tourism Planning and Destination Marketing. Published online, 141-159.

Campón-Cerro, A.M., Hernández-Mogollón, J.M., & Alves, H. (2015). Sustainable improvement of competitiveness in rural tourism destinations: The quest for tourist loyalty in Spain. Journal of Destination Marketing & Management, 1(1), 7-25.

Clarke, J. (1999). Marketing structures for farm tourism: beyond the individual provider of rural tourism. Journal of Sustainable Tourism, 7(1), 26-47.

Clarke, J. (2002). A synthesis of activity towards the implementation of sustainable tourism: Ecotourism in a different context. International Journal of Sustainable Development, 5(3), 232-250.

Clarke, J. (2005). Effective marketing for rural tourism. In D. Hall, I. Kirkpatrick and M. Mitchell (Eds.), Rural Tourism and Sustainable Business. Publisher: Channel View Publication.

Clemenson, H.A., & Lane, B. (1997). Niche markets, niche marketing and rural employment. In R. D. Bollman and J. M. Bryden (Eds.), rural employment; an international.  

Embacher, H. (1994). Marketing for agri-tourism in Austria: Strategy and realization in a highly developed tourist destination. Journal of Sustainable Tourism, 2(1), 61-76. 

Fyall, A., & Garrod, B. (2004). Tourism marketing: a collaborative approach Clevedon: Channel View Publications.

Gilbert, D. (1989). Rural tourism and marketing: Synthesis and new ways of working. Tourism Management, 10(1), 39-50.

Gössling, S., & Lane, B. (2015). Rural tourism and the development of internet-based accommodation booking platforms: a study in the advantages, dangers and implications of innovation. Journal of Sustainable Tourism, 23(8-9), 1386-1403.

Hernández-Maestro, R.M., & González-Benito, Ó. (2013). Rural lodging establishments as drivers of rural development. Journal of Travel Research, 53(3), 83-95.

Iorio, M., & Corsale, A. (2010). Rural tourism and livelihood strategies in Romania. Journal of Rural Studies, 26(2), 152-162.

Kastenholz, E. (2011). Marketing de empreendimentos de destinos turísticos Rurais uma abordagem integrada e sustentável. In M. Souza and I. Eslebão (Eds.), (pp. 215-342). Porto Alegre: UFRGS.  

Kastenholz, E., Carneiro, M.J., & Marques, C. (2012). Marketing the rural tourism experience. In R. H. Tsiotsou and R. E. Goldsmith (Eds.), Strategic Marketing in Tourism Services (pp. 247-264): Emerald.

Keller, K.L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.

King, J. (2002). Destination marketing organisations - Connecting the experience rather than promoting the place. Journal of Vacation Marketing, 8(2), 105-108.

Lane, B., & Kastenholz, E. (2015). Rural tourism: the evolution of practice and research approaches-towards a new generation concept? Journal of Sustainable Tourism, 23(8-9), 1133-1156.

Lordkipanidze, M., Brezet, H., & Backman, M. (2005). The entrepreneurship factor in sustainable tourism development. Journal of Cleaner Production, 13(8), 787-798

Kastenholz, E., & Loureiro, S.M.C. (2011). Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal. International Journal of Hospitality Management, 30(3), 575-583.

Mihailovic, B., & Moric, I. (2012). The role of marketing philosophy in rural tourism development, tourism and hospitality management, 18(2). 267- 279.

Page, S. J., & dowling, R. K. (2002). Ecotourism. Harlow: Pearson Education.Perales, R. M. y. (2002). Rural tourism in Spain. Annals of tourism Research, 29(4), 1101-1110.  

Pato, L. and Kastenholz, E. (2017). Marketing of rural tourism – a study based on rural tourism lodgings in Portugal. Journal of Place Management and Development, 10(2), 121-139.

Phillips, W. J., Wolfe, K., Hodur, N., & Leistritz, L. (2013). Tourist word of mouth and revisit intentions to rural tourism destinations: A case of North Dakota, USA. International Journal of Tourism Research, 15(1), 93-104.

Polo-Peña, A.I., Frías-Jamilena, D.M., & Rodrígues-Molina, M.Á. (2012). Marketing practices in the Spanish rural tourism sector and their contribution to business outcomes. Entrepreneurship & Regional Development, 24(7-8), 503-521 

Saxena, G. (2016). Marketing rural tourism experience and enterprise. Cheltenham: Edward Elgar Publishing Limited

Sharpley, R. (2006). Ecotourism: A consumption perspective. Journal of Ecotourism, 5(1-2), 7-22.   

Sharpley, R., & Vass, A. (2006). Tourism, farming and diversification: An attitudinal study. Tourism Management, 27(5), 1040-1052.

Starmer-Smith, C. (2004). Eco-friendly tourism on the rise. Daily Telegraph Travel, 6(4).toyama. (2017). City populations, Retrieved from http://www.citypopulation.de/Japan-toyama.html. Accessed on July 2017.   

Su, B. (2013). Developing rural tourism: The PAT program and 'Nong jia le' tourism in China. International Journal of Tourism Research, 15(6), 611-619.

Tuulentie, S. (2012). Relationships between second home owners and locals: Case study of a wilderness tourism region in Finnish Lapland, The 2ndNordic Conference for Rural Research, University of Eastern Finland, Joensuu 21stto 23rdof May 2012.

Weaver, D.B., & Jin, X. (2016). Compassion as a neglected motivator for sustainable tourism. Journal of Sustainable Tourism, 24(5), 657-672.

Woods, M. (2011). Rural abingdon: Routledge.yokoso Spirit of Japan. Retrieved from http://www.eco-tourism.jp/index.php?lan=en. Accessed on June 2017.