Identification and designing of marketing mix elements to promote rural tourism using a prospective approach: A case study of Babol County
Journal Title: مجله علمی- پژوهشی پژوهش های روستایی - Year 2018, Vol 9, Issue 3
Abstract
This research is of an applied descriptive-analytical type. Data collection was based on documentary and survey techniques. The statistical population of the research included active individuals in the field of rural tourism and local officials. As many as 223 people who were the most active in the local tourism were selected. This selection was in terms of their access and participation in the field. Also, 10 officials were selected. In the first step, an ISM software program was designed for the primary design and data analysis. In the second step, the LISREL structural equation modeling software was used to test the primary model. Finally, to design a futuristic scenario for marketing elements, the MicMac software was used. The results indicated that, from the standpoint of the local authorities, the elements of "promoting and planning" have the most direct impact on the success of rural tourism marketing. However, the element of "planning" has the most dependency on the other elements of the study.
Authors and Affiliations
Seyed Hassan Motiei Langroodi, Ali Gholami, Fatemeh Mohammadzadeh Larijani
Keywords
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- EP ID EP431181
- DOI 10.22059/JRUR.2018.241253.1161
- Views 60
- Downloads 0
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