The Role of Digital Marketing in the Formation of Economic Policies in Geotourism: Case Study: Babol County

Abstract

The aim of this article is to examine the role of digital marketing in shaping economic policies related to geotourism in Babol County. Given the increasing significance of digital marketing in attracting tourists and strengthening the local economy, this study analyzes the effects of various digital marketing variables on economic policies associated with geotourism. The present study employs a mixed-methods research design, incorporating both qualitative and quantitative approaches. In the qualitative phase, semi-structured interviews were conducted with 45 local stakeholders and tourism experts until theoretical saturation was reached. In the quantitative phase, data were collected using a standardized questionnaire from a sample of 300 respondents. The data were analyzed using thematic analysis and the SPSS software, including both descriptive and inferential analyses to examine the relationships between variables. The research findings indicate that targeted advertising and consumer data analysis significantly influence tourist attraction and the strengthening of local businesses. Moreover, support for local enterprises and the development of tourism infrastructure are positively impacted by digital marketing strategies. However, challenges related to environmental conservation persist, necessitating careful planning and strategic interventions. This article underscores the importance of leveraging digital marketing tools as key drivers in shaping effective economic policies within the geotourism sector. Additionally, recommendations for improvement and sustainable development in this domain are presented, which can assist policymakers and tourism professionals in Babol County.