Evaluating the Impact of Tourism Marketing on Sustainable Rural Development in Cultural Landscape of Hawraman

Document Type : Original Article

Authors

1 Assistant Professor of Tourism Management, Faculty of Cultural Heritage, Handicrafts and Tourism, University of Mazandaran, Babolsar, Iran

2 Assistant Professor, Geography and Rural Planning, Geomorphology, Faculty of Natural Resources, University of Kurdistan, Sanandaj, Iran. (Part-time Researcher at Kurdistan Studies Institute, University of Kurdistan, Sanandaj, Iran)

Abstract

Context and Purpose: Marketing plays a key role in the development of rural tourism. Rural tourism also provides the basis for sustainable rural development in various ways. This effect can be clearly seen in tourism-prone areas such as the Cultural Landscape of Hawraman. The main objective of this study is to investigate the effect of tourism marketing on sustainable rural development in the Cultural Landscape of Hawraman, which was conducted as a case study in the Shamshir tourism sample area (in Paveh County).
Design/methodology/approach: This article is an applied study in terms of its purpose and is classified as descriptive-correlational research in terms of its nature and method. Due to the limitations of the census, 150 local people were considered a statistical sample. The main tool for collecting field data is a researcher-made questionnaire, the validity and reliability of which have been confirmed. SPSS software was used to analyze the data.
Findings The findings showed that the status of rural tourism and sustainable rural development evaluation was significantly higher than average, with an average of 3.13 and 3.41, respectively. The results of the correlation coefficient showed that there was a positive statistical relationship between the two variables under study, with a value of 0.885, and the results of linear regression showed that tourism marketing was able to explain 78.3 percent of the variance of sustainable rural development.
Conclusion: Given the high capacity for tourism development in the study area and the positive impact of tourism marketing on sustainable rural development, improving the level of tourism marketing is a fundamental requirement that should be prioritized in tourism development and rural development planning.
Originality/value: So far, no study has been conducted in Iran to evaluate the impact of tourism marketing on sustainable rural development, and this study can serve as a basis for other future research.

Keywords

References

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Tourism and hospitality marketing research
Volume 3, Issue 1 - Serial Number 4
Spring and Summer
March 2025

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