Identification and designing of marketing mix elements to promote rural tourism using a prospective approach: A case study of Babol County

Document Type : Research Paper


1 Prof., Dept. of Geography and Rural Planning, University of Tehran, Tehran, Iran.

2 Ph.D. Students in Geography and Rural Planning, University of Tehran, Tehran, Iran


This research is of an applied descriptive-analytical type. Data collection was based on documentary and survey techniques. The statistical population of the research included active individuals in the field of rural tourism and local officials. As many as 223 people who were the most active in the local tourism were selected. This selection was in terms of their access and participation in the field. Also, 10 officials were selected. In the first step, an ISM software program was designed for the primary design and  data analysis. In the second step, the LISREL structural equation modeling software was used to test the primary model. Finally, to design a futuristic scenario for marketing elements, the Mic‌Mac software was used. The results indicated that, from the standpoint of the local authorities, the elements of "promoting and planning" have the most direct impact on the success of rural tourism marketing. However, the element of "planning" has the most dependency on the other elements of the study.

Main Subjects

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