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 ( Ph.D Candidate in Business Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran )
Ebrahim Abbasi ² ( Associate Professor, Department of Management, University of Al-Zahra, Tehran, Iran )
mohammad ali nasimi ³ ( Assistant Professor, Department of Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran )
Parviz Saiedi 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.

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