An Analysis of Rural Tourism Marketing Indicators (The Case of Quri Qaleh Village, Ravansar County)

Articles in Press

Document Type : Research Paper

Authors

1 Department of Geomorphology, Faculty of Natural Resources, University of Kurdistan, Sanandaj, Iran (Part-time Researcher at Kurdistan Studies Institute, University of Kurdistan, Sanandaj, Iran)

2 Assistant Professor, Department of Geography, Faculty of Literature and Humanities, University of Jiroft, Kerman, Iran

10.22034/jsrd.2024.446379.1182

Abstract

Purpose: Despite the paramount importance of tourism in achieving sustainable rural development, rural tourism has largely failed to achieve its goals. One of the most significant challenges of rural tourism is considering the marketing concept by policymakers and planners. Hence, the main goal of the current research is to investigate the status of rural tourism marketing components, conducted among tourists in Quri Qaleh village (Located in Ravansar County; Kermanshah Province).
Methods: This study is applied research in terms of methodology carried out by descriptive-analytical method. The statistical population consists of all the tourists of Quri Qaleh village, out of whom 150 are selected as a statistical sample. The main instrument for data collection is a researcher-made questionnaire whose validity and reliability have been confirmed. SPSS software is employed for data analysis.
Results: The results showed that among the indicators of rural tourism marketing, the calculated mean score for two indicators namely planning and management as well as promotion is significantly lower than the average with values of 1.618 and 2.39, respectively. On the contrary, the mean score of five indicators including people, place, physical evidence and facilities, price, and product is significantly higher than the average with values of 3.936, 3.784, 3.712, 3.68, and 3.55, respectively. The findings of comparing the status of rural tourism marketing indicators indicated that the three indicators of people, product, and place have the best status with the coefficient of variation of 0.065, 0.092, and 0.094, respectively. The results of the overall status of rural tourism marketing revealed that the calculated mean score, with a value of 3.175, is significantly higher than the base average.
Conclusion: The weakness of the two indicators including promotion as well as planning and management are the main obstacles to the development of rural tourism marketing, and implementation solutions have been presented to strengthen them.

Keywords

References

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Sustainable Rural Development

Articles in Press, Accepted Manuscript
Available Online from 23 April 2024

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