Designing a Nature Tourism Marketing Model under Sanctions

Abstract

Iran, with its unique geostrategic location, climatic conditions, and unparalleled natural attractions, has the potential to become a major hub for nature tourism worldwide. Nature tourism globally is growing rapidly and is expected to constitute a significant portion of the tourism industry in the future. However, only 2.5% of the tourists who enter Iran are traveling for nature tourism purposes. The aim of this study is to design a nature tourism marketing model under sanctions. To achieve the design of this model, the study utilized a qualitative research method, specifically grounded theory by Strauss and Corbin. The statistical population of the study consists of experts and professors in commerce and management (brand management, marketing, management, etc.), from whom interviews were conducted. In order to collect data, in-depth interviews were used. The results showed that key causal conditions include the development of social networks and digital media usage, promotion of creative tourism programs, utilization of virtual reality technology and virtual tours, and the development of tourist safety measures. The core category involves the diversity of tourism products, development of local community participation, expansion of hotels and accommodation networks, and promotion of affordable tour options. Intervening factors are the development of tourism infrastructure, provision of adventurous tourism programs, and effective crisis management under different circumstances. Contextual conditions include emphasis on environmental sustainability, promotion of local and historical cultures in various regions, and development of quality, up-to-date services. Strategic initiatives involve developing digital marketing, focusing on alternative markets, and fostering local tour operators. The expected consequences of these strategies are increased economic diversity and sustainability, local employment development, and the enhancement of travel infrastructure.