Objective: This research seeks to present a qualitative model of adventure tourism marketing in order to attract mountaineers to the mountains of Gilan province.

Research method: This research is qualitative and fundamental in terms of its purpose. The participants include sports officials, sports professors, athletes and expert mountaineers in the field of sports, who participated in the interview in total of 12 people. The data collection tool was a semi-structured interview, which was analyzed using open, axial and selective coding.

Findings: According to the results obtained, the following components of identity: the tourist-friendly culture of the host society; legal factors; adventure tourism infrastructure; accommodation and welfare facilities; governance based on adventure tourism; education in line with adventure tourism; regional planning based on land use planning; improving the hardware and software capabilities of adventure tourism; international tourism laws and regulations; competitive and strategic position; climatic-geographical attractions; safety and accident management; environmental protection; development of regional and international cooperation; Branding with a focus on local festivals and rituals; education and research in the field of adventure tourism; branding with a focus on cultural tourism; encouraging and supporting private sector investment; safety and security of adventure tourism areas; developing an entrepreneurial culture and accepting innovation in the field of adventure tourism; and increasing opportunities were identified as components of the model in three stages of open, central, and selective coding.

Conclusion: To strengthen the central phenomenon of the model, which is adventure tourism marketing, the factors affecting it can have the greatest role and effect. Therefore, it is suggested that more attention be paid to the components of identity, the tourist-friendly culture of the host society, legal factors, and adventure tourism infrastructure.