Owner & Primary Publisher: University of Tehran; Journal of Rural Research 2008-7373 8 3 2017 09 23 Assessing and Prioritizing the Factors Affecting Rural Tourism Marketing Using the Marketing Mix Model (A Case Study: Jozan District, Malayer Township) Assessing and Prioritizing the Factors Affecting Rural Tourism Marketing Using the Marketing Mix Model (A Case Study: Jozan District, Malayer Township) 488 501 63478 10.22059/jrur.2017.63478 FA Davood Sheikhi Assistant Professor, Department of Geography, Payam-e Noor University, Tehran, Iran. 0000-0002-4834-4836 Masomeh Pazoki Assistant Professor, Department of Geography, Payam-e Noor University, Tehran, Iran. Journal Article 2016 11 09 Rural tourism is one of the most productive economic activities and entrepreneurships in Juzan District, Malayer Township. The prosperity of this economic sector can transform financial resources and result in sustainable rural income. In order to develop and expand this economic sector, special measures such as marketing are required in accordance with the principles of marketing science. This research aimed to evaluate and prioritize the factors affecting the marketing of rural tourism. The research method is descriptive-analytic based on quantitative methods and marketing mix model of 7p. This marketing mix model consists of 7 components of place, promotion, physical facilities, planning and management, people, production, and price. The statistical population included Malayer Cultural Heritage and Tourism Center staff, tourists, and tenants in rural districts. A total of 93 people were selected as sample size, which included 4 experts, 7 village headmen,  and 82 tourists. The relevant data were collected using a researcher-made questionnaire. Data were analyzed by factor analysis, Friedman ranking, and t tests using SPSS. The results of the survey and prioritization of rural tourism marketing factors indicate that the factors of people and place are very important. Also the results of factor analysis model showed that among 7 factors, 2 factors of place and planning have the highest percentages of the variance. Rural tourism is one of the most productive economic activities and entrepreneurships in Juzan District, Malayer Township. The prosperity of this economic sector can transform financial resources and result in sustainable rural income. In order to develop and expand this economic sector, special measures such as marketing are required in accordance with the principles of marketing science. This research aimed to evaluate and prioritize the factors affecting the marketing of rural tourism. The research method is descriptive-analytic based on quantitative methods and marketing mix model of 7p. This marketing mix model consists of 7 components of place, promotion, physical facilities, planning and management, people, production, and price. The statistical population included Malayer Cultural Heritage and Tourism Center staff, tourists, and tenants in rural districts. A total of 93 people were selected as sample size, which included 4 experts, 7 village headmen,  and 82 tourists. The relevant data were collected using a researcher-made questionnaire. Data were analyzed by factor analysis, Friedman ranking, and t tests using SPSS. The results of the survey and prioritization of rural tourism marketing factors indicate that the factors of people and place are very important. Also the results of factor analysis model showed that among 7 factors, 2 factors of place and planning have the highest percentages of the variance. https://jrur.ut.ac.ir/article_63478_fe557c8e731c90dc7f4cd95d49253cc2.pdf