Tourism Management Studies

Identifying and Explaining the Stages of Rural Tourism Marketing Implementation in Iran Using a Fuzzy Delphi Approach

Document Type : Research Paper

Authors

maryam seyednazari 1
Hossein Kuhestani 2
Fatemeh Kazemiyeh 2
Ghader Dashti 3

1 PhD in Agricultural Development, Faculty of Agriculture, University of Tabriz, Tabriz, Iran

2 Associate Professor, Department of Extension and Rural Development, Faculty of Agriculture, University of Tabriz, Tabriz, Iran

3 Professor, Department of Agricultural Economics, Faculty of Agriculture, University of Tabriz, Tabriz, Iran

https://doi.org/10.22054/tms.2025.85161.3054
Abstract
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.

Keywords

Rural tourism marketing
tourism planning
qualitative content analysis
development
fuzzy Delphi
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