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 ( ‌Phd Student, Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran. )
Abdolhadi Darzian Azizi ² ( ‌Assistant Professor, Department of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran. *(Corresponding Author) )
Belgheis Bavarsad 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.

References:

1. Kazemi, M, R., Shahmari Erdejani, R., Hasanimehr, S, S., Pourshikhan, A. (2021). Explaining the capacities and fields of sustainable rural development with emphasis on natural tourism in the villages of Bandar Anzali city, Quarterly Journal of New Attitudes in Human Geography, 13(3): 904-922. (In Persin)


2. Modabber Khaknezhad, A., Hosseinzadeh Dalir, K., ezatpanah, B. (2021). Evaluation of management drives impacts on development of historical-cultural tourism (Case study: Tabriz metropolis). Geography and Planning, 25(77): 219-230. (In Persian)


3. Quynh, N., Hoai, N.T. and Loi, N.V. (2021). The Role of Emotional Experience and Destination Image on Ecotourism Satisfaction, Spanish Journal of Marketing (ESIC), 25(2): 312-332. https://doi.org/10.1108/SJME-04-2020-0055


4. Pham, H.S.T. and Khanh, C.N.T. (2021). Ecotourism intention: the roles of environmental concern, time perspective and destination image, Tourism Review, 76(5): 1141-1153. https://doi.org/10.1108/TR-09-2019-0363


5. D’Souza, C., Taghian, M., Marjoribanks, T., Sullivan-Mort, G., Manirujjaman, M, D., Singaraju, S. (2019). Sustainability for ecotourism: work identity and role of community capacity building, Tourism Recreation Research, 44(4): 533-549, https://doi.org/10.1080/02508281.2019.1654727


6. Toulabi Nejad, M., Poodineh, M. (2020). Investigating the Effects of Ecotourism Development on the Sustainability of Livelihoods Activities and Rural Households (Case Study: Khorram-Abad Papee Division). Geographic Thought, 11(22): 97-118. (In Persian)


7. Eddyono, F., Darusman, D., Sumarwan, U. and Sunarminto, F. (2021). Optimization Model: The Innovation and Future of E-Ecotourism for Sustainability, Journal of Tourism Futures, https://doi.org/10.1108/JTF-03-2021-0067


8. Grosbois, D., Fennell, D, A. (2021). Sustainability and Ecotourism Principles Adoption by Leading Ecologies: Learning from Best Practices, Tourism Recreation Research, https://doi.org/10.1080/02508281.2021.1875170


9. Grêt-Regamey, A., Brunner, S. H., Kienast, F. (2012). Mountain ecosystem services: who cares? Mountain Research and Development, 32(1): 12-23.


10. Shi, F., Weaver, D., Zhao, Y., Huang, M. F., Tang, C., & Liu, Y. (2019). Toward an Ecological Civilization: Mass Comprehensive Ecotourism Indications among Domestic Visitors to a Chinese Wetland Protected Area. Tourism Management, 70(2): 59-68.


11. Dangi, T. B., Gribb, W. J. (2018). Sustainable Ecotourism Management and Visitor Experiences Managing Conflicting Perspectives in Rocky Mountain National Park, USA. Journal of Ecotourism, 17(3): 338-358.


12. Masud, M. M., Aldakhil, A. M., Nassani, A. A., Azam, M. N. (2017). Community-based Ecotourism Management for Sustainable Development of Marine Protected Areas in Malaysia. Ocean & Coastal Management, 136(2): 104-112.


13. Howitt, J., Mason, C. W. (2018). Ecotourism and Sustainable Rural Development in Pérez Zeledón, Costa Rica. Journal of Rural and Community Development, 13(1): 93-119.


14. Boroumand, A., Karimi, A. (2021). Re-conceptualizing and presenting a conceptual model for sustainable ecotourism based on public participation. Journal of Environmental Science Studies, 6(1): 3419-3433. (In Persian)


15. Alvarado-Herrera, A., Rodríguez-Soberanis, L.J. and Herrera-Medina, H.R. (2020). Corporate social responsibility, reputation and visitors’ commitment as resources for public policies’ design for protected areas for tourism sustainable exploitation, Social Responsibility Journal, 16(4): 537-553. https://doi.org/10.1108/SRJ-07-2018-0172


16. Donohe, H, M., Needham, R, D. (2008). Internet-based Ecotourism Marketing: Evaluating Canadian Sensitivity to Ecotourism Tenets, Journal of Ecotourism, 7(1): 15-43. https://doi.org/10.2167/joe185.0


17. Massi, M. and De Nisco, A. (2018). The Internet-Based Marketing of Ecotourism: Are Eco-Tourists Really Getting What They Want?, Camilleri, M.A. (Ed.) Tourism Planning and Destination Marketing, Emerald Publishing Limited, Bingley, 161-182.


18. Sangpikul, A. (2010). Marketing Ecotourism Through the Internet: A Case of Ecotourism Business in Thailand, International Journal of Hospitality & Tourism Administration, 11:2, 107-137, https://doi.org/10.1080/15256481003732782


19. Nassimi, M., Rezaei, A., Vazifeh Dust, H., Aalehi Amiri, S., Aziz Abadi Farehani, F. (2019). Tourism marketing mix model designed with an emphasis on loyalty stakeholders. Urban Tourism, 6(1): 47-66. https://doi.org/10.22059/jut.2018.256476.474 (In Persin)


20. Kumar, V., Rahman, Z., & Kazmi, A.A. (2013). Sustainability Marketing Strategy: An Analysis of Recent Literature. Global Business Review, 14(4): 601–625. https://doi.org/10.1177/0972150913501598


21. Singh, M. D., & Kant, R (2011). Knowledge management barriers: An interpretive structural modeling approach. International Journal of Management Science and Engineering Management, 3(2): 10-19.


22. Ramesh, A., Banwet, D.K., Shankar, R (2010). Modeling the Barriers of Supply Chain Collaboration, Journal of Modelling in Management, 5(2): 176–193.


23. Attri, R., Dev, N., Sharma, V. (2013). Interpretive Structural Modelling (ISM) approach: An Overview. Research Journal of Management Sciences, 2(2): 6-19.


24. Ajagunna, I., Bello, M. and Arowolo, S. (2020). Towards sustainable tourism for Ikare: the role of the Tourism Action Club, Worldwide Hospitality and Tourism Themes, 12(1): 80-89. https://doi.org/10.1108/WHATT-10-2019-0064


25. MacKenzie, N. and Gannon, M.J. (2019). Exploring the antecedents of sustainable tourism development, International Journal of Contemporary Hospitality Management, 31(6): 2411-2427. https://doi.org/10.1108/IJCHM-05-2018-0384


26. Lunde, M, B. (2018). Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016), AMS Review, 8(2): 85-110. https://doi.org/10.1007/s13162-018-0124-0