Identification of effective factors on tourism marketing and providing an appropriate model for ecotourism and rural tourism (Case study: Hormozgan province)

Subject Areas : Regional Planning

foujan amiri ¹ , serajedin mohebi ² , mohammad hossein ranjbar ³ , mehdi bagheri ⁴

1 - Department of Management, International univesity, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2 - Assistant Professor, Department of Management, Faculty of Humanities, Islamic Azad University, Qeshm International Branch, Qeshm, Iran
3 - Assistant Professor of Accounting and Finance Management, Faculty of Humanities, Azad University, Bandar Abbas Branch
4 - Associate Professor, Department of Management, Faculty of Humanities, Islamic Azad University of Bandar Abbas

Received: 2019-06-17 Accepted : 2019-10-18 Published : 2019-09-23

Keywords: ecotourism, Rural Tourism, Hormozgan province, Tourism marketing,

Abstract :

The purpose of the present study was to identify the factors affecting tourism marketing and provide an appropriate model for ecotourism and rural tourism (Case study: Hormozgan province).The present research is a practical purpose that was carried out with a hybrid approach to exploratory design.The statistical population consists of two groups.The community was in the qualitative section of the experts of the scientific community and academic specialists who have executive backgrounds at decision-making levels and so-called well-known experts.this group was selected for the qualitative part of the research and participated in the interview process. The statistical population in the quantitative section includes all rural tourism marketing activists in Hormozgan provinceIn the qualitative section, 27 were selected and in the quantitative section 384 persons were selected as the sample size. The library and field method was used to collect data using interviews and questionnaires. The validity of the research instrument was verified with internal and external validity. Reliability of the research tool was also evaluated using Cronbach Alpha coefficient. Content analysis was used to analyze the qualitative data of the research.In this design, the stages of analyzing qualitative data have been done in two stages of open coding and central coding. In the quantitative part according to the research questions, for analyzing the collected data using questionnaires, the correlation coefficient, independent sample t, exploratory factor analysis, confirmatory factor analysis and structural equation analysis have been used. The results show that the significance level of t related to the relationship between the main structural variables, behavioral factors and underlying factors with tourism marketing at 95% confidence level is more than 1.96 and this indicates that the effect of variables of structural factors, Behavioral factors and underlying factors on tourism marketing. Therefore, all three variables are identified as the main variables. The ranking of effective factors on the marketing of rural tourism and ecotourism was carried out and finally it was determined that behavioral factors, structural factors and underlying factors rank first to third

References:

1. ابراهیمی، عبدالرحیم، (1392)، شناختی از هشت الگوی بازاریابی، مطالعات بهبود مدیریت و تحول، دوره 3، شماره 12، صص 69-83.


2. امین بیدختی ،علی اکبر، نظری ، م ، (1388) ، نقش بازاریابی در توسعه صنعت گردشگری ، چشم انداز مدیریت ، شماره 32، صص 68-49.


3. حسینی، سید ابراهیم، علی، قلی‌زاده، فیروزجائی، ناصر، (1394)، ارزیابی ظرفیت های توسعه گردشگری در نواحی ساحلی (مطالعه موردی نواحی روستایی و شهری سرخرود)، پایان‌نامه کارشناسی ارشد، دانشگاه پیام نور استان مازندران، دانشکده جغرافیا.


4. خلیلی، عبدالجواد، (1390)، بررسی نقش بازاریابی در صنعت گردشگری (مطالعه موردی: استان فارس، ایران)، اولین همایش بین المللی مدیریت گردشگری و توسعه پایدار، مرودشت، دانشگاه آزاد اسلامی واحد مرودشت.


5. رحیمی، داریوش، رنجبر دستنانی، محمود، ( 1391)، ارزیابی و اولویت بندی جاذبه های اکوتوریسم  (روستاهای هدف گردشگری استان چهار محال و بختیاری)، مطالعات و پژوهش های شهری و منطقه ای، سال 4، شماره 14، صص 131-150.


6. رکن افتخاری، عبدالرضا، مهدوی، داوود، اکبری سامانی، ناهید، (1392)، ارائه الگوی برنامه ریزی راهبردی توسعه گردشگری پایدار روستایی (مطالعه موردی: دهستان لواسان کوچک)، پژوهش های جغرافیای انسانی، دوره 45، ﺷﻤﺎره 1،  صص 123-146.


7. رمضان نژاد، یاسر، (1395)، طراحی الگوی ظرفیت سازی نهادی توسعه پایدار گردشگری ساحلی (مطالعه موردی: سواحل روستایی استان گیلان)، پایان‌نامه دکترای تخصصی (PhD)، دانشگاه تربیت مدرس، دانشکده ادبیات و علوم انسانی.


8. شریف زاده، ابوالقاسم، مرادی نژاد، همایون، (1381)، توسعه پایدار و توریسم روستایی، فصلنامه جهاد، شماره 250 و 251، صص 52-63.


9. گلدوی، سمیه، (1396)، طرح‌ریزی تفرجی کاربری سرزمین با استفاده از مفهوم طیف فرصت تفرجی، پایان نامه دکترای تخصصی (PhD)، دانشگاه علوم کشاورزی و منابع طبیعی گرگان، دانشکده شیلات و محیط زیست.
   
   
   1.   Abu-Shanab, Emad, (2014): Antecedents of trust in e-government services: an empirical test in Jordan, Transforming Government: People, Process and Policy, Vol. 8 Iss 4 pp. 480 – 499.
   
   
   2. Al-Ajam, A.S, Nor, KH, (2013):  Internet Banking Adoption: Integrating Technology Acceptance Model and Trust, European Journal of Business and Management, Vol.5, No.3, PP 207-215.
   
   
   3. Banchuen , P. Sadler ,I. Shee, H. (2017): Supply chain collaboration aligns order-winning strategy with business outcomes. IIMB Management Review, 29, PP: 109–121
   
   
   4. Ben Amor, I. and Guilbert, F. (2009):  Influences on free samples usage within the luxury cosmetic market. Direct Marketing: An International Journal 3 (1): 67–82.
   
   
   5. Bodewes, T.( 1981):  Development of Advanced Tourism Studies in Holland , Annals of Tourism, Vol. 8, No. 1. PP:33-51
   
   
   6. Choe ,Jacey ,Ja Young. Seongseop,  Sam  Kimb.(2018 ):  Effects of tourists’ local food consumption value on attitude food destination image, and behavioral intention , International Journal of Hospitality Management, 71, PP: 1-10
   
   
   7. Dawsona, B. Youngb,L. Murrayc, J. (2017):  Ian Wilkinsond , Drivers of supplier-customer relationship profitability in China: Assessing International Joint Ventures versus State Owned Enterprises. Industrial Marketing Management. Volume 66, PP: 29-41.
   
   
   8. Dickerson, S.S. (2015):  Gender differences in stories of everyday Internet use  [Electronic version]. Health Care for Women International, (24), pp: 434-451.
   
   
   9. French Aaron   M.  , Xin  Luo,   Ranjit   Bose,  (2016):  Toward  a  holistic  understanding of  continued   use  of   social   networking tourism:   A  mixed-methods  approach , Information   &  Management, Volume 25, PP: 29-41
   
   
   10. Granataa, Maria Fiorella. Scavonea, Valeria (2016):  A description model for regeneration through urban tourism in rural towns with underused historic real estate. 2nd International Symposium  NEW METROPOLITAN PERSPECTIVES  - Strategic planning, spatial planning, economic programs and decision support tools, through the implementation of Horizon/Europe 2020. ISTH 2020, Reggio Calabria (Italy)
   
   
   11. Malshea Avinash (2017):  Strategic and operational alignment of sales-marketing interfaces: Dual paths within an SME configuration , Industrial Marketing Management.Volume 66, PP: 145-185
   
   
   12. Nyau pane , G.p and B.Thapa , ( 2004 ): Evaluation of Ecotourism : A comparative Assessment in the Annapurna Conservation Area Project , Nepal , Journal Of  Ecotourism 3,20-45.
   
   
   13. Riasi, Arash. Pourmiri.  Shirin, (2015):  Effects of online marketing   on Iranian ecotourism industry: Economic , sociological, and cultural aspects. Management Science Letters. 5.pp: 915-926
   
   
   14. Santouridis,  I.,  Kyritsi,  M. (2014):  Investigating  the  Determinants  of  Internet  Banking Adoption in Greece , Procedia Economics and Finance, Vol.9, pp.501-510
   
   
   15. Sharif-zadeh, A., and Moradnejad, H., (2002):  Sustainable Development and Rural Tourism , Jihad Magazine, Vol. 22, No. 250-251, pp: 52-62
   
   
   16. Terhoa, H. Eggertb, A. Wolfgang, U. Haasd ,Al. Böhmb, E.( 2017) : Selling Value in Business Markets: Individual and Organizational Factors for Turning the Idea into Action , Industrial Marketing Management, Volume 66, PP: 42-55
   
   
   17. Viren Paige P., Christine A. Vogt, Carol Kline, Annette M. Rummel, Jerry Tsao (2017):  Social network participation and coverage by tourism industry sector , Journal of Destination Marketing & Management. Volume 42, PP: 24-41
   
   
   18. Zou, T., Huang, S.S., Ding, P.(2014):  Toward a community-driven development model of rural tourism: The Chinese experience. Int. J. Tour, (16), 261–271.