Media Role in Promoting Food Tourism in Rasht County

Today, no industry can take the path of dynamism and development without utilizing the potentials of mass media. In this respect, the tourism industry in general and food tourism in particular, are no exception. Hence, regarding the richness of Rasht County in terms of food products, as well as considering the capabilities of the mass media in the development of the tourism industry, this research which is an applied one, has been carried out with the aim of investigating the role of media in promoting food tourism in this County. The required data have been collected by distributing a Likert scale questionnaire among tourists from Rasht County (384 people) during the period of January 2017 to September 2017. In addition, SPSS20 software has been used for the statistical tests. Based on the results of regression analysis, the role of media in promoting food tourism in the pre-travel, on-travel and post-travel phases has been confirmed. In the end, some practical suggestions have also been stated.