Designing a Phenomenological Model of Emerging Brands passion in Eco lodges Guilan Province

Authors

1 Department of business management, Ra.C., Islamic Azad University, Rasht, Iran

2 Department of Business Management, Faculty of Management and Economics, University of Guilan, Rasht, Iran

3 Department of Industrial management, Ra.C., Islamic Azad University, Rasht, Iran

Abstract

Context and Purpose: Ecotourism is one of the most memorable types of tourism that has attracted the attention of many nature-interested tourists in recent years.The present study was conducted with the aim of designing a phenomenological model of emerging brands passion in eco lodges Guilan Province.

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Design/methodology/approach: The data from the interviews were analyzed using the Claise method and MaxQuda software. This research, which is applied in terms of purpose and with a qualitative approach based on phenomenology, was conducted through semi-structured and in-depth interviews with ten tour guides and tourists in Guilan Province using purposive sampling until theoretical saturation was reached.

Findings: The results of coding led to the identification of 127 primary themes, 24 sub-themes, and 8 main themes. To examine the validity and reliability of the research results, Lincoln and Guba's four criteria were used, and the results were approved.

Conclusion: According to the results obtained from the research findings, it was determined that the quality of eco lodges services, brand behavior, responsible tourism, socio-economic anomalies, and the prominence of the ecotourism brand were identified as causes and contexts, brand passion as the main phenomenon, and finally tourist behavior and local sustainable development as consequences.

Originality/value: So far, no research has been conducted on Designing a Phenomenological Model of Emerging Brands passion in Eco lodges Guilan Province, and this study can serve as a basis for other research in the future.

Keywords

Tourism and hospitality marketing research
Volume 4, Issue 1 - Serial Number 6
Spring and Summer
July 2026
Pages 142-162

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