Document Type : Research Paper
Author
Assistant Professor of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
Abstract
Eco lodges, as representatives of the cultural and natural values and beauty of each region, play a crucial role in the tourism industry. These resorts not only provide travelers with opportunities to rest and relax but also enable them to become familiar with the local culture and traditions. Despite the remarkable potential of eco lodges in Iran, the failure rate for this type of business has been significantly high. Therefore, this study aims to explore the resilience of the eco lodge. The research population consisted of the primary owners of the eco-lodge in Guilan Province. Twelve of these owners were selected using a non-probability sampling method based on a snowball technique. The study employed a qualitative approach and was data-driven. After validating the research, the results indicated that the main foundations of resilience in Eco lodge can be categorized into seven dimensions: individual, capital, relationships, learning, strategic, environmental, and cultural. The factors influencing this phenomenon were identified from two perspectives: the business owners and the phenomenon itself. Following the identification of contextual and moderating factors, the primary strategies related to resilience were presented in six categories: product, process, advertising, people, place, and positioning. The findings of this study serve as Basic principles for the growth and sustainability of eco lodges within the Iranian business environment. This research is expected to provide valuable insights for business operators on prioritizing and enhancing resilience in their ventures.
Keywords
Main Subjects
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