An Analysis of Tourism Marketing Components in Rural Settlements: A Case Study of Tourism-Oriented Villages in Zanjan Province

Rural tourism is recognized as an effective strategy for sustainable rural development, contributing significantly to employment generation, income diversification, cultural heritage preservation, and the improvement of local communities’ quality of life. However, inadequate tourism marketing remains one of the principal barriers preventing rural tourism from achieving its broader sustainable development objectives. This study aimed to assess the status of rural tourism marketing components in tourism development potential areas of Zanjan Province, Iran. The research is applied in purpose and adopts a descriptive–analytical design. The study population consisted of tourism experts, university faculty members, and researchers in Zanjan Province, from whom 100 respondents were selected as the study sample. Data were collected using a researcher-developed questionnaire whose validity and reliability were confirmed through standard research procedures. Data analysis was conducted using SPSS software. The findings revealed that the dimensions of promotion, planning and management, and physical evidence and facilities scored below the average level, indicating unsatisfactory performance, whereas the price dimension was evaluated at a moderate level and the people, product, and dimensions demonstrated satisfactory performance. Furthermore, the ranking dimensions based on the coefficient of variation showed that place, product, and planning and management were the highest-priority dimensions. Overall, the mean score for rural tourism marketing (2.98) indicated a moderate level of performance in Zanjan Province. The findings highlight the need to strengthen tourism marketing strategies, particularly in the areas of promotion, planning, and physical infrastructure development, to enhance the competitiveness of rural tourism destinations and support sustainable rural development.