A model for the development of religious tourism in Ardabil Province

Document Type : Research Paper

Authors

1 Professor in Business Management, College Social sciences University of Mohaghegh Ardabili. Ardabil/ Iran

2 Ph.D. Student in Business Mnagement College Social sciences University of Mohaghegh Ardabili city Ardabil /Iran

Abstract

Context and Purpose: Religious tourism is one of the oldest and most dynamic sectors of the tourism industry, which has witnessed significant growth in recent years. Religious tourism is a complex and multifaceted phenomenon that, through the combination of three influential factors of religion, pilgrimage, and tourism, provides many opportunities for tourism development.
Design/methodology/approach: The present research method is inductive, and the qualitative approach is based on grounded theory. Participants in the research process include experts, university professors, and experienced employees in the field of tourism. Also, the purposeful sampling method was used, and in order to reach the theoretical saturation and evolution, 12 people were interviewed.
Findings: According to the contents obtained in the interview section, 238 initial codes, 208 secondary codes and 14 categories, and 31 concepts, i.e., causal categories, intervening conditions, governing conditions, the central phenomenon, strategies, and consequences, were identified and coded and categorized with the help of MAXQDA2020 software. Finally, the model of cultural factors affecting the acceptance of advertising by the target audience in social commerce was extracted.
Conclusion: Based on the findings, the causal factors for the development of religious tourism in Ardabil province include: attracting investors and structural factors; the intervening conditions include: culture, characteristics of religious tourists, creating space, and equipping welfare facilities; the governing context includes: the geographical location of Ardabil province, the unique Ashura culture, and the easy access to historical and religious elements, the strategies of this research include: religious tourism marketing and technological factors; and finally, the consequences of this research include: strengthening social cohesion, developing sustainable tourism, economic improvement, and environmental effects.
Originality/value: Despite its advantages, the tourism industry faces various challenges and issues such as population pressure, environmental problems, and the preservation of culture and history, which are depicted in the present study in Ardabil province, and suggestions are also made for the development of this high-yield industry in Ardabil province, which has high tourism capacities.

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Main Subjects

References

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Journal of Tourism Planning and Development
Volume 14, Issue 53
June 2025
Pages 53-82

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