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1 - Conceptualizing Entrepreneurial Marketing in Iran’s Hotel Industry; a qualitative approach
Morteza Khazaei Pool Abolfazl Tajzadehnamin Hamid Zargham Boroojeni mehdi karoubi

This paper tries to identify the dimensions and indicators of entrepreneurial marketing in the hotel industry by establishing a link between three areas of marketing, entrepreneurship and the hotel industry. The research method is a qualitative exploratory method. To ga More

This paper tries to identify the dimensions and indicators of entrepreneurial marketing in the hotel industry by establishing a link between three areas of marketing, entrepreneurship and the hotel industry. The research method is a qualitative exploratory method. To gather data, semi-structured interviews were conducted with 20 senior hotel managers in Tehran to discover the dimensions and indicators of entrepreneurial marketing in the hotel industry. The results of the interviews showed that the dimensions of the entrepreneurial marketing comprised 62 indicators and eleven dimensions of “risk management,” “innovativeness,” “proactiveness,” “customer orientation,” “competitor orientation,” “opportunity orientation,” “pioneerism,” “networking,” “being updated,” “supply and participation” and “value creation.” The review and critique comparison of the result in manufacturing, retail, food and information technology industry indicated that the dimensions and indicators of the concept of entrepreneurial marketing in the hotel industry were different from non-tourism and hospitality businesses. Manuscript profile
Open Access Article
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2 - Designing a Model for The Development of Rural Entrepreneurship Ecosystem with Emphasis on Ecotourism Resorts in Tourist Villages of Khorasan Razavi Province
Javad Sakhdari Jahangir Yadolahi farsi Malihe Shahriary
10.52547/journalitor.36239.11.21.169

Developing the rural entrepreneurship ecosystem could be considered an appropriate strategy to accelerate the development of rural areas and increase job opportunities. On the other hand, applying entrepreneurship to Iran’s ecotourism and rural tourism is considered a s More

Developing the rural entrepreneurship ecosystem could be considered an appropriate strategy to accelerate the development of rural areas and increase job opportunities. On the other hand, applying entrepreneurship to Iran’s ecotourism and rural tourism is considered a supplement to agricultural activities to create favorable living conditions for the villagers and resolve the challenges existing in rural development. Therefore, this study sought to present a model for developing the rural entrepreneurship ecosystem in target tourism villages of Khorasan Razavi province using a qualitative research method with an applied descriptive-survey approach. To this end, the required data were collected via semi-structured interviews made with fifteen managers and board members of eco-tourist resorts. The data were then analyzed using the Grounded Theory method. Moreover, the validity and reliability of the model were measured via the Kappa index and confirmed by two researchers in the field of tourism and a few university professors. The study’s results suggested that the development of the ecosystem requires the decision maker to consider five aspects, including strategic orientation and effective leadership, identify appropriate sites’ locations, monitor the ecosystem’s development and provide its improvement mechanisms, set the demand-side policies, supply-side policies, and twelve sub-factors. Therefore, it could be argued that the proposed model may provide valuable insights for the development of an entrepreneurial ecosystem in rural areas with an emphasis on ecotourism opportunities. Manuscript profile

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