The effect of structural, behavioral and contextual factors on rural tourism marketing in Hormozgan province

The purpose of this study, which is applied in terms of purpose and descriptive survey method and structural equations, is the effect of structural, behavioral and contextual factors on rural tourism marketing in Hormozgan province. Statistical population of 10249 people using Cochran's formula 384 people were selected by simple random sampling as a sample. The data collection tool in this research is a questionnaire whose validity has been confirmed using CVR coefficient and its reliability has been confirmed using Cronbach's alpha coefficient. Data were collected through a specialized and researcher-made questionnaire. Confirmatory and exploratory factor analysis has been used to determine the construct validity of the research questionnaire. The reliability of the research questionnaire was done by using interviews with experts and determining the Cronbach's alpha coefficient and SPSS software, to analyze the data performed using SPSS 22 software, descriptive statistics, tables and graphs were used and PLS software was used to model the structural equations. By performing factor analysis on 53 identified components, 3 factors were identified as dimensions of tourism marketing, which were structural, behavioral and contextual factors. Among them, 27 indicators are related to structural factors, 12 indicators are related to behavioral factors and 14 indicators are related to underlying factors. The results show that all indicators related to structural, behavioral and contextual factors have an impact on rural tourism marketing.