The Concept of Sustainable Marketing Model in Adventure Tourism: A Case Study of Iran Adventurers

Abstract

In the last few years, academic interest in adventure tourism has increased because of the exponential growth of the sector. As adventure tourism is a sustainable industry sector, therefore sustainability should be implemented in all activities of this industry. The growing importance of the concept of sustainable development effects in the marketing policy of companies at both the micro and macro level, therefore a new concept for sustainable marketing has emerged. This term concentrates on the needs of customers so as to create, communicate and deliver the value for the partners and society. That is why, it is necessary to focus on a wide range of activities, so the special value of social, ethical and / or ecological character ensured implementation of sustainable development at company level. The purpose of this study is to transfer the marketing mix to the sustainable marketing mix in adventure tourism and create a new concept for it. The traditional seven Ps (product, price, promotion, people, place, process, and physical evidence), have been supplemented with new coefficients creating in this wat a new concept - 9Cs: Convenience program, Corporation, Customer Price, Communication, Communal digital marketing, Consistent eco-friendly activities, Channel of information research, Cultural packages, Collaborative staff. This novel framework has been developed and verified based on the experiences of Iranian adventurers, who has recently become one of the most important leaders in this sector in the world.