Interpretive Ranking of Marketing Functions for Sustainable Ecotourism in Free Zones of Iran

Subject Areas : Biodiversity

Nasrin Zabihi Samani ¹ , Abdolhadi Darzian Azizi ² , Belgheis Bavarsad ³

1 - Phd Student, Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran.
2 - Assistant Professor, Department of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran. *(Correspondence Author)
3 - Associate Professor, Department of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

Received: 2022-05-31 Accepted : 2023-05-15 Published : 2023-09-23

Keywords: Sustainability Marketing Functions, Ecotourism, Free Zones of Iran,

Abstract :

Background and Objective: One of the goals of any economic system is to use tourism capacities in sustainable development, which especially requires the use of marketing strategies in this field. In this research, first, the dimensions of ecotourism are identified through Metasynthesis, and then, through the interpretive ranking process, the most effective dimension is determined in the free zones of Iran. Material and Methodology: The methodology of this research was mixed, so that in the qualitative part, first, based on previous research the marketing functions of ecotourism sustainability were identified as the basis of analysis, and then, based on Delphi analysis, the theoretical consensus was determined to provide a theoretical framework for the research. In the quantitative part, was used Interpretive Ranking Process. In this analysis, the aim was to determine the most important marketing functions of ecotourism sustainability in the free zones of Iran. Findings: The results of the research indicated the existence of eight marketing functions of ecotourism sustainability through Meta-synthesis analysis, which were confirmed during two rounds of Delphi. The results in the quantitative section showed the percentage of effectiveness of using education in recycling; management of water consumption, etc. in sustainable ecotourism marketing is higher than other functions of ecotourism sustainable marketing. Discussion and Conclusion: This research is of theoretical and practical importance due to the creation of theoretical coherence regarding ecotourism and its expansion at the level of sustainability functions of Iran's free zones, which can be effective in identifying the axes that affect this area and develop the field for attracting tourists.