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Volume 39, Issue 1 (2024)
GeoRes 2024, 39(1): 97-106 |
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History
Received: 2024/01/11 | Accepted: 2024/04/15 | Published: 2024/06/5
Received: 2024/01/11 | Accepted: 2024/04/15 | Published: 2024/06/5
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Roustaei Hossein Abadi A, Gholipour Soleimani A, Shabgoo Monsef M, Del Afrooz N. Cultural-Historical Capabilities of Tourism and their Impact on Tourism Development in Gilan Province. GeoRes 2024; 39 (1) :97-106
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1- Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
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Background
The study investigates the development of a marketing model for the cultural-historical and tourism capabilities of Gilan province, Iran.
Previous Studies
The tourism industry is vital to global economic growth, providing significant revenue, creating jobs, and promoting cultural and environmental values (Jangra et al., 2021; Nepal et al., 2019). Heritage tourism, especially in cultural and historical contexts, has grown quickly in developing countries and remains highly popular (Zal & Esmaeli, 2020; Weng et al., 2021). Effective tourism marketing, encompassing traditional and place branding strategies, is essential for maintaining destination competitiveness and long-term visitor engagement (Kotler & Armstrong, 2007; Mandagi et al., 2021). Iran, despite its rich heritage, has lagged due to weak marketing, which is crucial for leveraging its diverse cultural assets (Nassaji Kamrani et al., 2017). This study focuses on the impact of marketing Gilan’s cultural-historical resources on its tourism development.
Aim(s)
The aim of this study was to design and validate a comprehensive marketing model that incorporates cultural-historical assets to foster sustainable tourism development in Gilan province.
Research Type
The current study employed Mixed-method, including qualitative (grounded theory) and quantitative (survey-based) approaches.
Research Society
The statistical population of this study included senior managers from cultural heritage and tourism organizations, business and tourism management experts, and executive officials from Gilan's municipalities, provincial administration, and governor’s office.
Place and Time
the current study was conducted in Gilan province, Iran, in 2023.
Sampling Method and Number
Snowball sampling was used to select 15 senior managers for qualitative interviews. In the quantitative phase, all 77 tourism agencies in Gilan were surveyed, targeting top executives and senior tour leaders in cities like Lahijan, Fuman, Rudbar, and Rasht.
Used Devices & Materials
To design the semi-structured interview text, 15 national and 17 international articles were reviewed, leading to the development of an interview with 11 questions. Data analysis software Maxqda 10 was used for qualitative coding and SMART PLS 05 was employed for quantitative data through structural equation modeling.
Findings by Text: After completing the interviews and receiving feedback, results were analyzed through "axial coding" or the "paradigm of axial coding," where seven main themes were structured around a central category: "Marketing of Cultural-Historical and Tourism Capabilities of Gilan" (Table 1). These core components were further specified with subcategories and indicator codes.
The main themes included: historical tourism marketing, cultural tourism marketing, destination competitiveness, tourism industry infrastructure, environmental conditions in the province, destination development, and integrated marketing communications in tourism (Table 1).
Table 1. Axial Coding Categories
Codes were ranked based on significance (Table 1). This ranking reflects importance rather than temporal priority, with higher-ranked items deemed more influential than those ranked lower, without necessarily indicating a time sequence. Following Strauss and Corbin’s model, all conceptual blocks were organized and validated within a paradigm model (Figure 1). Developing this model was a primary objective of the research. After analyzing the main and subcomponents, participants reassessed these categories, leading to further refinement. For example, tourism infrastructure emerged as the dominant contextual condition, historical and cultural tourism marketing as causal conditions, destination competitiveness as core conditions, destination development as strategic conditions, and regional environmental conditions as intervening factors (Table 2). The conceptual model along with hypotheses for the quantitative phase was then prepared (Figure 2).
Figure 1. Paradigm Model of Cultural-Historical and Tourism Marketing Capabilities
Quantitative Data Analysis
According to GOF criterion of 0.499, which surpasses the minimum benchmark of 0.36, a strong predictive capacity for the latent endogenous parameters within the model.
Structural Equation Modeling
The study utilized PLS software to examine the influence of historical and cultural aspects of the destination, the reflection of these aspects on destination competitiveness, the impact of destination competitiveness, tourism facility and human resource infrastructure on destination development, and relationships between economic, political, religious, international, and legal factors with destination development and integrated tourism marketing communications (Figure 2).
The study investigates the development of a marketing model for the cultural-historical and tourism capabilities of Gilan province, Iran.
Previous Studies
The tourism industry is vital to global economic growth, providing significant revenue, creating jobs, and promoting cultural and environmental values (Jangra et al., 2021; Nepal et al., 2019). Heritage tourism, especially in cultural and historical contexts, has grown quickly in developing countries and remains highly popular (Zal & Esmaeli, 2020; Weng et al., 2021). Effective tourism marketing, encompassing traditional and place branding strategies, is essential for maintaining destination competitiveness and long-term visitor engagement (Kotler & Armstrong, 2007; Mandagi et al., 2021). Iran, despite its rich heritage, has lagged due to weak marketing, which is crucial for leveraging its diverse cultural assets (Nassaji Kamrani et al., 2017). This study focuses on the impact of marketing Gilan’s cultural-historical resources on its tourism development.
Aim(s)
The aim of this study was to design and validate a comprehensive marketing model that incorporates cultural-historical assets to foster sustainable tourism development in Gilan province.
Research Type
The current study employed Mixed-method, including qualitative (grounded theory) and quantitative (survey-based) approaches.
Research Society
The statistical population of this study included senior managers from cultural heritage and tourism organizations, business and tourism management experts, and executive officials from Gilan's municipalities, provincial administration, and governor’s office.
Place and Time
the current study was conducted in Gilan province, Iran, in 2023.
Sampling Method and Number
Snowball sampling was used to select 15 senior managers for qualitative interviews. In the quantitative phase, all 77 tourism agencies in Gilan were surveyed, targeting top executives and senior tour leaders in cities like Lahijan, Fuman, Rudbar, and Rasht.
Used Devices & Materials
To design the semi-structured interview text, 15 national and 17 international articles were reviewed, leading to the development of an interview with 11 questions. Data analysis software Maxqda 10 was used for qualitative coding and SMART PLS 05 was employed for quantitative data through structural equation modeling.
Findings by Text: After completing the interviews and receiving feedback, results were analyzed through "axial coding" or the "paradigm of axial coding," where seven main themes were structured around a central category: "Marketing of Cultural-Historical and Tourism Capabilities of Gilan" (Table 1). These core components were further specified with subcategories and indicator codes.
The main themes included: historical tourism marketing, cultural tourism marketing, destination competitiveness, tourism industry infrastructure, environmental conditions in the province, destination development, and integrated marketing communications in tourism (Table 1).
Table 1. Axial Coding Categories
Codes were ranked based on significance (Table 1). This ranking reflects importance rather than temporal priority, with higher-ranked items deemed more influential than those ranked lower, without necessarily indicating a time sequence. Following Strauss and Corbin’s model, all conceptual blocks were organized and validated within a paradigm model (Figure 1). Developing this model was a primary objective of the research. After analyzing the main and subcomponents, participants reassessed these categories, leading to further refinement. For example, tourism infrastructure emerged as the dominant contextual condition, historical and cultural tourism marketing as causal conditions, destination competitiveness as core conditions, destination development as strategic conditions, and regional environmental conditions as intervening factors (Table 2). The conceptual model along with hypotheses for the quantitative phase was then prepared (Figure 2).
Figure 1. Paradigm Model of Cultural-Historical and Tourism Marketing Capabilities
Quantitative Data Analysis
According to GOF criterion of 0.499, which surpasses the minimum benchmark of 0.36, a strong predictive capacity for the latent endogenous parameters within the model.
Structural Equation Modeling
The study utilized PLS software to examine the influence of historical and cultural aspects of the destination, the reflection of these aspects on destination competitiveness, the impact of destination competitiveness, tourism facility and human resource infrastructure on destination development, and relationships between economic, political, religious, international, and legal factors with destination development and integrated tourism marketing communications (Figure 2).
Figure 2. T-Student Test Results
With a minimum of 95% confidence, all relationships and effects were validated (Table 2).
Table 2. Structural Model Evaluation Results
Main Comparisons to Similar Studies
The current study's findings on the marketing of cultural and historical tourism capabilities align with prior research indicating that effective tourism marketing strategies significantly enhance destination attractiveness and competitiveness. For instance, Jangra et al. (2021) and Nepal et al. (2019) emphasize the role of tourism in bolstering economic growth and employment, especially for developing regions. Similarly, studies by Woyo & Woyo (2018) and Kotler & Armstrong (2007) stress the importance of targeted marketing in tourism, as it can promote a region’s cultural heritage, historical sites, and local customs, increasing its appeal to international and domestic visitors. Moreover, the critical need for effective branding in competitive tourism markets has been noted by Mandagi et al. (2021) and Faramarz Pour et al. (2020), highlighting how distinct, well-managed branding elevates a destination's visibility. This study contributes to the literature by examining these concepts specifically within Gilan Province, revealing that tailored marketing and branding efforts are essential for maximizing its cultural and historical tourism potential.
Suggestions
Focus on enhancing Gilan’s cultural-historical image, affordable travel costs, connectivity, and local cultural elements (e.g., dialect, customs, festivals) to boost tourism appeal. Emphasize integrated marketing communications to convey Gilan’s unique heritage and cultural identity.
Conclusion
Key marketing dimensions include historical and cultural branding, infrastructure, and environmental sustainability. There is an emphasis on the importance of cohesive branding.
Acknowledgments: None reported by the authors.
Ethical Permission: None reported by the authors.
Conflict of Interest: This article is derived from the first author's dissertation.
Authors’ Contributions: Roustaei Hossein Abadi A (first author), Introduction Writer / Discussion Writer / Methodologist (25%); Gholipour Soleimani A (second author), Introduction Writer / Discussion Writer (25%); Shabgoo Monsaf M (third author), Discussion Writer (25%); Del afrooz N (fourth author), Introduction Writer (25%).
Funding: None reported by the authors.
With a minimum of 95% confidence, all relationships and effects were validated (Table 2).
Table 2. Structural Model Evaluation Results
Main Comparisons to Similar Studies
The current study's findings on the marketing of cultural and historical tourism capabilities align with prior research indicating that effective tourism marketing strategies significantly enhance destination attractiveness and competitiveness. For instance, Jangra et al. (2021) and Nepal et al. (2019) emphasize the role of tourism in bolstering economic growth and employment, especially for developing regions. Similarly, studies by Woyo & Woyo (2018) and Kotler & Armstrong (2007) stress the importance of targeted marketing in tourism, as it can promote a region’s cultural heritage, historical sites, and local customs, increasing its appeal to international and domestic visitors. Moreover, the critical need for effective branding in competitive tourism markets has been noted by Mandagi et al. (2021) and Faramarz Pour et al. (2020), highlighting how distinct, well-managed branding elevates a destination's visibility. This study contributes to the literature by examining these concepts specifically within Gilan Province, revealing that tailored marketing and branding efforts are essential for maximizing its cultural and historical tourism potential.
Suggestions
Focus on enhancing Gilan’s cultural-historical image, affordable travel costs, connectivity, and local cultural elements (e.g., dialect, customs, festivals) to boost tourism appeal. Emphasize integrated marketing communications to convey Gilan’s unique heritage and cultural identity.
Conclusion
Key marketing dimensions include historical and cultural branding, infrastructure, and environmental sustainability. There is an emphasis on the importance of cohesive branding.
Acknowledgments: None reported by the authors.
Ethical Permission: None reported by the authors.
Conflict of Interest: This article is derived from the first author's dissertation.
Authors’ Contributions: Roustaei Hossein Abadi A (first author), Introduction Writer / Discussion Writer / Methodologist (25%); Gholipour Soleimani A (second author), Introduction Writer / Discussion Writer (25%); Shabgoo Monsaf M (third author), Discussion Writer (25%); Del afrooz N (fourth author), Introduction Writer (25%).
Funding: None reported by the authors.
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