Evaluation of Ecotourism Sustainability Marketing Strategies in Iran Free Zones: (A Case Study of Arvand Free Zone)

Subject Areas : Sustainable Development

Nasrin Zabihi Samani ¹ , Abdolhadi Darzian Azizi ² , Belgheis Bavarsad ³

1 - ‌Phd Student, Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran.
2 - ‌Assistant Professor, Department of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran. *(Corresponding Author)
3 - Associate Professor, Department of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

Received: 2022-01-11 Accepted : 2022-05-01 Published : 2023-06-22

Keywords: Arvand free zone, Ecotourism, Sustainability Marketing Strategies,

Abstract :

Background and Objective: The Purpose of this research is Evaluation of Ecotourism Sustainability Marketing Strategies in Arvand Free Zone.    Material and Methodology: In this study, in the qualitative section, first, researches related to the subject were explored through meta-analysis in order to determine the strategic themes of sustainable ecotourism marketing. Then, based on Delphi analysis, an attempt was made to confirm the level of reliability of the research content with the identified themes. Finally, in a small part, through structural interpretive analysis, the research evaluated the strategic themes of sustainable ecotourism marketing. Findings: The results of the research in the qualitative section showed that out of a total of 11 initially approved researches, 7 researches were selected to identify sustainable ecotourism marketing themes. Through content screening, 10 themes were identified to enter Delphi analysis to determine their reliability. In this section, 8 final themes were included in the quantitative analysis section. The results in the quantitative section showed that the most effective strategic theme of sustainable ecotourism marketing is the use of education in recycling; Water consumption management, etc. in sustainable ecotourism marketing is at the fourth level of this model.   Discussion and Conclusion: The results show that marketing in the form of sustainable development of ecotourism focuses on aspects of raising the level of knowledge and awareness of its audience that can strengthen the sense of social responsibility and commitment to environmental protection in lovers of this field of marketing programs.

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