Document Type : Research Paper
Authors
1 Associate professor,Department of Management,Zanjan Branch, IslamicAzad University, Zanjan, Iran
2 PhD student in Business Management, Zanjan C.,, Islamic Azad University , Zanjan, Iran
3 Assistant Professor, Department of Management, Zanjan C.,, Islamic Azad University, Zanjan, Iran
Abstract
The lack of use of ecotourism capacities in Iran, despite numerous biological, cultural and historical attractions, has caused a waste of national capital. The aim of this research is to identify the weaknesses and challenges between ecotourism centers, digital marketing and media advertising in order to strengthen the tourist attraction process. The research was conducted with a qualitative approach and data-based theory. Data were collected through semi-structured interviews with 14 experts using purposive sampling and analyzed with open, axial and selective coding. Reliability of 0.76 and convergent validity were confirmed. The findings introduced three new components of “media meta-reality”, “media design for interaction” and “interaction enrichment” to the digital marketing communication model. The proposed model can lead to outcomes such as increased tourist satisfaction, enhanced word-of-mouth marketing, increased interaction on social media, and improved tourist return rates, the quantitative validation of which is recommended for future research.
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