Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Providing a qualitative model of adventure tourism marketing to attract climbers to the mountains of Gilan province

Document Type : Excerpt from doctoral thesis

Authors
Fahimeh Norouzi Abatari 1
Rahmat ali Saberi Haghayegh 2
Alireza farokhbakht fumani 2
1 phd student in Management , Department of to Business Management , Rasht branch,Islamic Azad University, Rasht , Iran.
2 Assistant professor , Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran.
JABM.3.2.15564.54098
Abstract
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.
Keywords
Adventure tourism
marketing model
mountaineers
qualitative method
Gilan province

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Journal of Intelligent Marketing Management
Volume 5, Issue 4 - Serial Number 26
Autumn 2024
Pages 381-402

  • Receive Date 13 May 2024
  • Revise Date 24 November 2024
  • Accept Date 03 January 2025