عنوان مقاله [English]
Introduction: Due to the diversity and complexity of tourists' motivations, regular surveys of tourism destinations are considered necessary to help the needs and interests of travelers. Therefore, awareness of tourists' behavior and interests is also effective in marketing and can increase visitors to natural tourism products.
Objectives: In the present study, the motivation and purpose of ecotourists and the role of advertising methods in increasing tourist attraction have been investigated.
Methodology: To do this, 42 questionnaires were distributed among tourists. The validity of the questionnaire (49 items) was calculated using Cronbach's alpha test for advertising, motivational and cognitive-social index equal to 0.855, 0.892 and 0.918, respectively, and was determined to be good and excellent. Then, using factor analysis by principal component method and rotation by Varimax method, the questions of advertising, motivational and cognitive-social indicators were placed in 5, 6 and 3 components, respectively.
Geographical Context: This research has been conducted in Iran by collecting questionnaires completed by domestic ecotourists.
Result and Discussion: Therefore, the first to fifth priorities of the advertising index "Internal Information Centers", "Area Identification Map", "Other Cases", "Tourism Guide" and "Road Sign", the first to sixth priority of the Motivational Index "Walking opportunities, mountains Hiking and diving "," Rest and comfort "," Nature experience "," Wildlife observation "," Visiting one of the symbolic places of Iran "and" Proximity to the place of residence ", and finally the first to third components of the cognitive-social index "Interest in obtaining information from ecotourism areas", "Satisfaction with watching protected areas / no hunting" and "Advertising for marketing ecotourism areas".
Conclusion: According to the knowledge gained from the type of advertising, it should be said that the use of the mentioned advertising media as well as emerging media in cyberspace such as Telegram, Instagram, etc., provides the necessary grounds for advertising indoor nature areas and Prevents currency from leaving the country. Also, introducing suitable places by considering the tastes and interests of tourists, as well as the extent of tourists' knowledge of the concept of ecotourism and the ultimate goal of their visit to these areas can be effective in formulating comprehensive tourism policies and programs.