Designing an Entrepreneurial Marketing Model in Sustainable Tourism: Utilizing Modern Technologies

The tourism industry, as one of the most dynamic global sectors, has a profound impact on the economic, social, and environmental development of societies. With the increasing demand for sustainable experiences, the need for innovative approaches in tourism management and marketing has become more evident. This study aims to provide a comprehensive framework for sustainable tourism development, focusing on entrepreneurial marketing. Entrepreneurial marketing, leveraging modern technologies and creativity, enables adaptation to rapid environmental changes and enhances tourist satisfaction.This research was conducted using a qualitative approach based on grounded theory. Data were collected through semi-structured interviews with 23 participants, including managers, university professors, and marketing experts. Data analysis was performed in three stages: open coding, axial coding, and selective coding, leading to the development of a conceptual model. The results identified six main categories: causal factors (technological innovation, changes in tourist behavior), intervening factors (legal constraints, financial challenges), contextual factors (technological advancements, supportive policies), strategies (use of artificial intelligence, attracting investments), core phenomenon (impact of modern technologies), and outcomes (sustainable economic development, conservation of natural resources). These categories form a comprehensive framework for sustainable tourism development.The proposed model serves as a practical roadmap for policymakers and tourism managers to utilize entrepreneurial marketing and advanced technologies, creating solutions for achieving social, economic, and environmental sustainability. This study emphasizes the importance of data-driven approaches and creativity in designing tourism strategies.

1. Introduction
The tourism industry stands as a cornerstone of global economic development, offering substantial revenue and growth opportunities when strategically managed. Iran, boasting a wealth of diverse tourist attractions and ranking among the top five countries worldwide for attraction variety, holds immense potential yet remains underrepresented in the global tourism market (Matani, 1397, p. 140). To unlock this potential, innovative and sustainable strategies are essential, particularly through the integration of digital marketing and artificial intelligence (AI), as modern tourists increasingly turn to digital platforms for travel planning and decision-making (Mahdikhani & Ahmadpour Dariani, 1400, p. 93; Jamrozy, 2007, p. 71). Traditional marketing, with its narrow focus on profitability, no longer meets contemporary demands (Rizova, 2024, p. 111). Today’s strategies must balance economic gains with social, cultural, and environmental considerations, a necessity in an industry deeply tied to natural and cultural resources (Fatima, 2024, p. 19; Muzhanova, 2024, p. 55).
Digital marketing emerges as a vital tool for sustainable tourism, exemplified by its application in Bali’s tourist villages, where it minimizes environmental harm while promoting economic, social, and cultural sustainability (Wibawa, 2022, p. 64). Bali’s adoption of the 7P+ marketing mix model, blending traditional marketing with the triple bottom line theory, counters the downsides of profit-driven approaches, ensuring long-term viability (Iswara, 2022, p. 156). Sustainable tourism marketing demands a holistic strategy that merges economic, social, and environmental goals, as seen in Nepal’s religious tourism sector (Khadka, 2023, p. 267). Entrepreneurship further drives innovation in this field, enabling sustainable business growth by leveraging new opportunities and technologies (Sulaiman, 2024, p. 77).
This research aims to devise an AI-based entrepreneurial marketing model for the sustainable development of tourist destinations, emphasizing smart technologies to enhance visitor experiences, optimize resource management, and strengthen local community ties (Cantillo, 2024, p. 93). Secondary goals include identifying factors shaping sustainable marketing models, offering practical implementation strategies, and evaluating the impact of innovative approaches on tourist attraction and destination sustainability. By introducing this model, the study enriches tourism marketing and sustainable development literature, integrating AI to improve experiences and heritage preservation while drawing actionable insights from global successes like India’s Goa Protocol and Sadash Darshan scheme for application in Iran.

2. Literature Review
Tourism, due to its positive impacts on social, cultural, and economic dimensions, particularly its role in revenue generation and strengthening national economies, has become one of the most profitable industries worldwide. In many countries, tourism is recognized as a key source of business, political activities, and employment creation. This industry has significant effects on the economy, culture, politics, and both domestic and international relations of host societies (Ebrahimi et al., 2010, p. 23).
Entrepreneurship is a key factor in advancing sustainable development in the tourism industry. This concept focuses on creating innovations, identifying opportunities, and designing businesses that are not only profitable but also have a positive impact on the environment and local communities. Entrepreneurs in tourism are often seen as agents of change, as they are able to creatively exploit local resources while adhering to sustainability principles (Baiocco et al., 2023, p. 119).
Entrepreneurial marketing is a concept that emphasizes innovation and creative ideas to meet market needs (Stokes, 2000). It involves a mindset, orientation, and a process of actively pursuing opportunities and taking calculated risks to create perceived customer value through communication, innovation, creativity, sales, market influence, networking, and flexibility (Hultman & Hills, 2011).
Advanced technologies such as artificial intelligence (AI), the Internet of Things (IoT), and big data have significantly impacted entrepreneurship in tourism. These technologies enable entrepreneurs to better analyze markets, align products and services with customer needs, and improve operational efficiency (Lukita et al., 2023, p. 286). Research has shown that organizational, environmental, technological factors, and perceived ease of use positively influence the adoption of e-marketing (Lukita et al., 2023). Furthermore, AI in tourism is transforming destination management and enhancing visitor experiences by providing personalized recommendations and optimizing operational processes (Das, 2024, p. 43).
AI’s role in sustainable tourism goes beyond operational efficiency and also supports economic development. For instance, in India, AI has played a role in increasing the contribution of tourism to national GDP by enhancing access and providing accurate information about attractions (Journal, 2024, p. 183). The intersection of AI and sustainability is further explored through blockchain technology, which tracks sustainability credentials and optimizes energy consumption, thereby increasing profitability and improving compliance with environmental regulations (Afaq, 2024, p. 59).
Entrepreneurial marketing, combined with modern technologies, contributes to sustainable tourism by enabling entrepreneurs to analyze consumer behavior, predict needs, and offer personalized services. These approaches not only create economic, social, and environmental value but also provide a strategic framework for the development of sustainable tourism destinations. However, despite the numerous studies on entrepreneurial marketing in tourism, comprehensive models addressing innovation, sustainability, and economic development simultaneously remain underexplored. This research aims to fill this gap by exploring how a technology-driven entrepreneurial marketing model can be designed for the sustainable development of tourism destinations.

3. Methodology
This research is fundamental in terms of its objective and qualitative in terms of its nature and method, utilizing the grounded theory strategy. The main goal of the research is to design an entrepreneurial marketing model in sustainable tourism with an emphasis on digital technologies and artificial intelligence. For this reason, the Corbin and Strauss method was chosen due to its systematic and process-oriented structure, as this method is more suitable for designing conceptual models in qualitative research compared to other grounded theory methods, such as emerging or constructivist approaches.
The participant community consisted of 23 individuals, including university professors, managers, entrepreneurs, marketing and technology experts, researchers, and representatives of local communities active in sustainable tourism, who were familiar with innovation and artificial intelligence in marketing. Purposeful sampling (a type of targeted sampling) was used to obtain rich and meaningful data. After conducting 16 semi-structured interviews, theoretical saturation was achieved.
The primary data collection tool was semi-structured interviews, with questions designed based on the research topic and completed and refined throughout the interview process. Data analysis was performed in three stages: open coding, axial coding, and selective coding. This systematic approach helped the researchers to accurately and clearly explain the process model of the phenomenon in question. Ultimately, this research led to the development of a comprehensive and systematic model for entrepreneurial marketing in sustainable tourism using modern technologies such as artificial intelligence.

4. Results
In this study, the data analysis process was conducted step by step using a coding method. Initially, in the open coding stage, the data obtained from the interviews were carefully reviewed and analyzed. In this stage, the interviews were divided into smaller sections, and each part of the data was assigned a specific code. These codes were directly extracted from the interview texts and were used to identify and classify the primary concepts.
After completing the open coding, the next stage involved axial coding. In this stage, the codes obtained from the open coding were grouped into core categories. These categories represent broader concepts that generally encompass various challenges and opportunities in sustainable tourism. The categories were specifically divided into classifications such as "economic impacts of sustainable tourism," "innovation in marketing and technology," "environmental impacts," "behavioral changes in tourists," and "infrastructure development."
Following that, in the category definition stage, the relationships between the axial codes and the extracted concepts were clarified, and the main categories were selected for further analysis. These categories represented various dimensions of issues related to sustainable tourism, and a total of six main categories were identified, covering the economic, social, cultural, and environmental aspects of sustainable tourism.
Finally, in the model analysis stage, a model was designed by integrating and consolidating these categories, which outlines all the factors influencing sustainable tourism from various perspectives. This model includes six main sections: causal conditions, contextual conditions, intervening conditions, strategies, and outcomes. The model more comprehensively analyzes the challenges and opportunities in the field of sustainable tourism and can serve as a useful tool for better understanding and planning in this area.
In this research, a comprehensive entrepreneurial marketing model for sustainable tourism with an emphasis on digital technologies and artificial intelligence has been designed. This model includes six main categories that analyze factors such as economic impacts, innovation in marketing and technology, environmental impacts, behavioral changes in tourists, development of infrastructure, and digital and online networks in sustainable tourism. Additionally, barriers and limitations such as legal restrictions, financial problems, social and political crises, and competition between tourist destinations have been identified as intervening factors in the marketing process. In this context, innovative digital marketing strategies, the use of artificial intelligence in market analysis, sustainability in service delivery, and attracting investment and specialized workforce are among the proposed strategies. Finally, the outcomes of this model include changes in technology and innovation, increased awareness and behavioral changes in tourists, the development of sustainable infrastructure, and the enhancement of cultural and social interactions in sustainable tourism destinations, which can contribute to improving the quality of life in destination communities and strengthening the brand of these destinations.

5. Conclusion
In recent years, the tourism industry has become one of the key pillars of economic, social, and cultural development. With the growing global demand for sustainable tourism experiences and the rapid advancement of digital technologies, the industry requires innovative approaches to address its existing challenges. This study aims to develop an entrepreneurial marketing model for sustainable tourism, incorporating modern technologies. Data was collected through semi-structured interviews and analyzed using Strauss and Corbin's coding method. The resulting model includes 33 concepts and six main categories: causal conditions, contextual factors, intervening conditions, the core phenomenon, strategies, and outcomes.
The findings suggest that the causal conditions for developing an entrepreneurial marketing model for sustainable tourism include economic impacts, innovation in marketing and technology, environmental impacts, behavioral changes in tourists, the development of digital and online networks, and sustainable tourism infrastructure. Recent research supports these findings, emphasizing the role of digital transformation and technologies like AI and blockchain in enhancing sustainability and driving economic growth (Jha, 2024). Furthermore, sustainable tourism plays a significant role in environmental protection and social equity (Xing, 2024).The study identifies key strategies such as digital marketing innovation, data analysis, AI-based marketing, and sustainability-focused service offerings. It highlights the importance of leveraging AI and big data for personalized experiences and marketing optimization (Asuzu, 2024). The research also discusses supporting factors like technological advancements, behavioral changes, and government policies (Mai, 2020; Sayuti, 2023), and intervening factors such as legal restrictions and financial limitations (Suhardono, 2024). The outcomes include improved quality of life, stronger cultural interactions, environmental sustainability, and economic development (Wang, 2023; Zmami, 2024). This study underscores the need for integrating modern technologies in sustainable tourism marketing to promote development while balancing economic growth, resource conservation, and community well-being.