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
Identification of effective factors on tourism marketing and providing an appropriate model for ecotourism and rural tourism (Case study: Hormozgan province)
Journal of Zonal Planing, Volume:9 Issue:35, 2019
95 - 104
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