Designing a Structural Model for Adventure Tourism Marketing with a Focus on Antecedents and Consequences to Attract Mountaineers to the Mountains of Gilan Province

Abstract

Objective: The primary objective of this study is to design a structural model for adventure tourism marketing, focusing on antecedents and consequences aimed at attracting mountaineers to the mountains of Gilan Province. Methodology: This study is applied in terms of its goal and descriptive in terms of its nature and method. Additionally, from the perspective of data collection, it is a survey study. The statistical population consists of mountaineers who have chosen the mountains of Gilan Province for their climbs. The sample size was determined using an online method for covariance-based structural equation modeling. According to the results, 206 individuals were selected as the sample for this study. To ensure the minimum sample size, approximately 10% more questionnaires were distributed, resulting in 213 returned questionnaires, which were used as the basis for analysis. Findings: To test the research hypotheses, structural equation modeling using the partial least squares approach was employed. According to the results, the significant impact of all antecedents on adventure tourism and the significant impact of adventure tourism on all consequences were confirmed. Conclusion: Based on the results, among the antecedents, the variable of tourist safety and security had the greatest impact on adventure tourism, with a beta coefficient of 0.889. Furthermore, the development of adventure tourism had the greatest impact on economic sustainability, with a coefficient of 0.903. Therefore, the results suggest that for the development of adventure tourism, special attention should be given to the safety and security of tourists.