Advertising as a Hidden Stimulus for Rural Tourism: A Case Study of the Town of Haji Abad

جغرافیاوتوسعه ناحیه ای

Articles in Press, Accepted Manuscript, Available Online from 29 May 2025

Document Type: جغرافیا و برنامه ریزی روستایی

DOI: 10.22067/jgrd.2025.92678.1541

Authors

mehdi mododi arkhodi^{* 1}; Meysam Hosseinpour²; elahe Ahani³; Esmat Najafi Arkhodi⁴; Jalal abbasi⁵

¹bozorgmehr university of qaenat

²Bachelor of Geography, Bozorgmehr University of Ghaenat

³, Lecturer in the Department of Accounting and the Department of Agricultural Economics, Bozorgmehr University of Qaenat and Torbat Heydariyeh

⁴PhD student in Business Administration, Birjand Branch, Islamic Azad University, Birjand, Iran.

⁵Master of Business Administration, Marketing Major, Islamic Azad University, Abhar Branch, Iran

Abstract

The development of sustainable tourism, as one of the most important strategies for sustainable rural development, depends on the development of tourism marketing. In today's tourism industry, advertising has been identified as the most important professional tool. This is because advertising in presenting the cultural and tourism values of each country is based on a proper and professional understanding of advertising and its values. Among these, the role of advertising can be considered as one of the most important factors in attracting tourists to rural areas. In this context, the present study was conducted to examine the impact of advertising on attracting tourists to rural areas of Hajiabad County in the year 2021. The overall approach of the research is quantitative and in terms of data collection method, it is based on both library and field data. The statistical population includes 150 residents of Hajjiabad city, selected through a simple random sampling method using a questionnaire. The impact of advertising on attracting tourists to rural areas was examined through the AIDA model using four variables: attention, interest, desire, and action. The results showed that advertising at the stages of attention, interest, desire, and action moderately facilitates the attraction of tourists to rural areas. Therefore, the use of social networks and media, as well as websites, is suggested as the most effective way to advertise and encourage visitors and customers to the region. Considering that rural areas face challenges such as unemployment, low agricultural productivity, increasing migration to cities and urban marginalization, rural tourism, as an innovative and cost-effective approach, can play a significant role in addressing these issues and revitalizing villages. It can also have a significant impact on reducing regional disparities and improving development indicators.

Keywords

tourism; AIDA model; promotion; marketing