Identify the dimensions of marketing strategies in ecotourism in order to achieve sustainable economic, social and environmental development; Phenomenological research

Subject Areas : Sustainable Development

hosein rahimi kelver ¹ , iman ghasemi hamedani ²

1 - Associate Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. *(Corresponding Author)
2 - PhD Candidate in Marketing, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

Received: 2021-10-03 Accepted : 2022-01-19 Published : 2024-02-17

Keywords: Marketing Strategies, Ecotourism, Sustainable Economic, Social and Environmental Development, Phenomenology.,

Abstract :

Background and Objective: Today, the tourism industry is a dynamic industry with unique characteristics that is an important part of the economic and non-economic activities of developed and developing countries. One of the important factors in the growth and development of the tourism industry is the optimal planning of related matters. One of the achievements of this industry, regardless of participation in development, is economic growth as well as job creation, especially in developing countries. The current research has been carried out with the aim of identifying the dimensions of marketing strategies in eco-tourism in order to achieve sustainable economic, social and environmental development. Material and Methodology: This research was conducted with a qualitative approach and using the phenomenology strategy in 1400. Based on purposeful sampling and reaching theoretical saturation, 20 people were invited from the tourism managers of Mazandaran province. Data were collected with the help of semi-structured and in-depth interviews and analyzed by content analysis method and using MAXQDA statistical analysis software.In order to obtain data validity, the study was used by the participants and for reliability, the internal agreement of the two coders and the review of non-participating experts in the research were used. Findings: The findings of the research showed that a strategy in ecotourism including cost reduction in economic development, development of human resource management, social development and environmental development was investigated. Discussion & Conclusion: From the analysis of semi-structured and in-depth interviews, 4 main categories of cost leadership strategy for economic development, differentiation strategy for human resource management development, focus strategy for social development and focus strategy for environmental development and 73 sub-categories were obtained.

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