Document Type : Original Article
Authors
1
Master's Student in Sports Management and Media, Faculty of Sports Sciences and Health, Shahid Beheshti University, Tehran, Iran
2
Assistant Professor, Department of Sports Management and Media, Faculty of Sports Sciences and Health, Shahid Beheshti University, Tehran, Iran
3
Associate Professor, Department of Sports Management, Physical Education and Sports Sciences Research Institute, Tehran, Iran
Abstract
The adventure sports tourism industry has witnessed significant growth in recent years. However, in Iran, it still faces considerable challenges. Consequently, the present study was conducted in 2023 with the aim of identifying Management and proposing strategies for the development of adventure sports tourism marketing in the country. This research adopted a qualitative approach and employed thematic analysis. Data were collected through semi-structured interviews with 20 experts in adventure sports tourism marketing, including managers of tourism agencies, tour operators, tour guides, adventure sports trainers, and other specialists in the field.The data analysis revealed 169 initial codes, 35 sub-themes, and 14 main themes that identified barriers to the development of adventure sports tourism marketing in Iran. These barriers include poor service quality,an inefficient banking system, the novelty of adventure sports, a lack of information, insufficient investment and governmental support, cultural and religious constraints, inadequate advertising and marketing efforts, the absence of diverse tourism packages, and limited local community interest. The findings of the study highlighted that despite Iran's unique natural and geographical potential, significant obstacles in managerial, infrastructural, economic, and promotional domains hinder tourist attraction and limit income-generating opportunities. By comprehensively identifying these Management and proposing actionable strategies,this research represents a pioneering step in addressing the challenges of adventure sports tourism marketing in Iran.With a practical and localized approach, it lays the foundation for policymaking and sustainable development in this industry. The specialized examination of managerial, cultural, and economic obstacles, along with practical recommendations, constitutes the key innovation of this study.
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