Explaining the Factors Affecting Sustainable Tourism Development on Kish Island based on Grounded Theory

Document Type : Article Extracted from Dissertation

Authors

1 PhD Student in Tourism Management, Department of Tourism Management, University of Tehran, Kish International Campus, Kish Island, Iran

2 Professor, Department of Tourism Management, University of Tehran, Kish International Campus, Kish Island, Iran

3 Associate Professor, Department of Tourism Management, University of Tehran, Kish International Campus, Kish Island, Iran.

Abstract

Context and Purpose: Background and Objective: This study aims to explain the factors affecting sustainable tourism development on Kish Island.
Design/methodology/approach: This study is an applied study with an exploratory-explanatory approach and its research method is a mixed (qualitative-quantitative) method based on data-driven theory. In the qualitative phase of the research, data related to the perspectives of managers, experts, and experts in the field of tourism and maritime transportation were collected using semi-structured interviews and snowball sampling and analyzed using the Strauss and Corbin method based on data-driven theory, which includes open coding, axial coding, and selective coding. Finally, 6 dimensions and 23 components were identified and the theoretical framework of the research was formed. In the quantitative phase, a questionnaire with 46 options was designed and distributed among 182 participants. Quantitative data were analyzed using structural equation modeling in Smart PLS software to assess the validity and generalizability of the proposed model.
Findings: The findings showed that achieving sustainable tourism development on Kish Island requires identifying and managing key effective factors, including marketing elements (product, price, advertising, promotion, and location), destination conditions and characteristics, social interactions, accurate information, cost reduction, and creating social value for tourists, which leads to their attraction and loyalty; Also, empowering human and environmental resources through education, social participation, digitalization, infrastructure development, preservation of cultural heritage, creation of investment opportunities and promotion of security play an important role in achieving economic, socio-cultural, political and environmental development and ultimately, by effectively integrating marketing, infrastructure and management strategies, we can lay the groundwork for strengthening the position of sustainable tourism at the national and international levels.
Conclusion: Sustainable tourism development requires the conscious participation of all relevant stakeholders and strong political leadership to ensure participation and consensus-building. However, maintaining sustainable tourism is essential to encourage a high level of tourist satisfaction and guarantee a new experience for them while increasing awareness and promoting sustainable tourism practices.
Originality/value: The innovation of the paper lies in the application of a mixed approach based on evidence-based theory to identify 6 dimensions and 23 components of sustainable tourism development in Kish. The simultaneous combination of marketing, infrastructure, environmental factors, and empowerment in a local framework and its testing with structural equation modeling demonstrates the originality of the research. The paper fills the theoretical gap in sustainable tourism in Iran and provides practical strategies for managers.

Keywords

References

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Tourism and hospitality marketing research
Volume 3, Issue 2 - Serial Number 5
Autumn and Winter
September 2025
Pages 221-240

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