نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری توسعه کشاورزی، دانشکده کشاورزی، دانشگاه تبریز، تبریز، ایران
2 دانشیار گروه ترویج و توسعه روستایی، دانشکده کشاورزی، دانشگاه تبریز، تبریز، ایران
3 استاد گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه تبریز، تبریز، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
This study aims to identify and explain the implementation stages of rural tourism marketing in Iran. Given the importance of tourism in improving rural economic and social conditions, the research offers a practical framework to enhance marketing processes. An exploratory mixed-method approach was employed. In the first phase, 25 semi-structured interviews with tourism experts were conducted and analyzed using qualitative content analysis via MAXQDA. In the second phase, the fuzzy Delphi method was used with 10 selected experts completing a closed-ended questionnaire. Data were analyzed through triangular fuzzy numbers and defuzzification. Results showed that rural tourism marketing involves 44 sub-codes and 10 main categories. The highest expert agreement was on “establishing a national credit line for domestic and international market development,” highlighting the importance of financial support. The lowest agreement was on “identifying leading villagers and traders. Findings stress the need for a structured, phased strategy and enhanced stakeholder collaboration.
کلیدواژهها English
