تدوین الگوی موانع توسعه بازاریابی گردشگری ورزشی ماجراجویانه در ایران

In recent years, adventure sports tourism has become a growing industry worldwide. This type of tourism, known for its adventurous nature and thrill-seeking activities, has gained significant attention and attracts a large portion of global tourists (Asheghi et al., 2022). The adventure sports tourism industry holds significance not only for its direct economic impact but also for its role in fostering international cultural exchanges and providing opportunities for nations to connect and familiarize themselves with each other’s traditions, customs, and values. By encouraging participation in healthy sports activities and promoting an active lifestyle, this form of tourism contributes to the physical well-being and personal enrichment of individuals while stimulating the economic and social growth of host communities. Ultimately, the development and expansion of this industry lead to the enhancement of local infrastructure, the creation of new jobs, and the attraction of foreign investment, establishing a dynamic and productive environment within destination communities (Veal & Piracha., 2021). Based on data collected by the World Tourism Organization (WTO) from Eurosport, adventure sports tourism generates an annual global revenue of $800 billion. This figure accounts for approximately 10% of all travel and 25% of tourism revenue (Jiménez-García et al., 2020). The significant growth in demand for adventure tourism worldwide presents an ideal opportunity for countries with pristine natural attractions to expand this sector and thereby increase their share in the global market (Rostami et al., 2024). With its vast geographical and cultural diversity, along with abundant natural resources, Iran ranks among the countries with considerable potential to play a prominent role in the adventure sports tourism sector (Karimi et al., 2020). The country’s high mountain ranges, expansive deserts, long coastlines in the north and south, and extensive open spaces across various regions offer unique opportunities to attract both domestic and international tourists. These features, combined with Iran’s diverse natural and climatic attractions, position the country as an ideal destination for developing adventure tourism, paving the way for growth and enhancing its standing in global tourism markets (Zendehboodi et al., 2021). However, due to the failure to address and resolve the existing challenges in this sector, the potential revenue generation from this area has been lost. Therefore, the objective of this research is to develop a model for the obstacles to the marketing of adventure sports tourism in Iran. This study utilizes a qualitative research method based on thematic analysis to identify obstacles and propose solutions for developing adventure tourism in Iran, employing the (Braun & Clarke., 2006) model for systematic analysis. The study sample consists of 20 experts and practitioners in the field of sports tourism, including tour guides, tourism agency managers, sports trainers, tour operators, and sports management professors, all of whom were purposefully selected. Data were collected through semi-structured interviews with these individuals and subsequently analyzed. Data coding and pattern identification led to the extraction of 14 key barriers that hinder the development of adventure sports tourism in Iran. Ultimately, the obstacles to the development of marketing for adventure sports tourism in Iran can be identified as including service quality, the banking system, the novelty of certain sports, insufficient information, limited attention to open spaces, lack of government investment and support in tourism, cultural and religious aspects, advertising challenges, absence of diverse tourism packages, limited local community involvement, skilled human resources, management and economic issues, lack of participation in international tourism exhibitions, and the negative image of Iran. Through data analysis and the identification of these obstacles, solutions have been proposed for each of them. These solutions include the establishment and improvement of infrastructure, the development of banking services for tourists, and the use of modern technologies in advertising and marketing. Utilizing media capacities and creating diverse tourism packages can attract more attention from both domestic and international tourists, steering the development of adventure tourism in Iran towards sustainability and prosperity. One of the main recommendations of this research is to enhance the quality of sports tourism services. Establishing monitoring mechanisms and continuous evaluation for providing high-standard services can lead to increased satisfaction among tourists. Other financial solutions have also been proposed, which include the creation of international banking networks and providing payment facilities for tourists. These measures could reduce payment-related issues for foreign tourists and enhance Iran's appeal. Furthermore, continuous collaboration between governmental institutions and the private sector is crucial for establishing strong and diverse advertising structures. Targeted and extensive advertising, especially on international networks, can create a better image of Iran in the minds of foreign tourists. This research indicates that the development of adventure sports tourism requires careful and comprehensive planning, close cooperation among various sectors, and the adoption of modern technologies. Additionally, improving cultural interactions with tourists and providing necessary training for tour guides and tourism staff plays an important role in increasing trust and interest among tourists in Iran. Finally, this research concludes that by implementing the suggested solutions and addressing the identified obstacles, Iran can strengthen its position in the adventure sports tourism industry and become one of the top tourism destinations in the region and the world.