حمیده بیگی

Cultural marketing is considered one of the most effective strategies for introducing and strengthening local identities in the context of globalization. Among various cultural elements, food holds a distinctive position as both a part of tangible culture and an element of intangible heritage. It can convey the values, narratives, and lifestyles of a region in an accessible and experiential way. This study examines the role of traditional culinary practices and local dish names in the cultural marketing of Guilan Province, Northern Iran. A mixed-method approach (qualitative and quantitative) was used. In the qualitative phase, data were collected through semi-structured interviews with 24 participants, including local chefs, cultural heritage experts, and organizers of culinary tourism tours. Thematic Content Analysis was applied to interpret the interviews. In the quantitative phase, a researcher-designed questionnaire was administered to 306 incoming tourists who had experienced local food in the province. Their responses were analyzed statistically. The findings indicate that Guilan's traditional foods reflect the region’s climate, history, language, rituals, and indigenous beliefs. Through the diversity of ingredients, unique cooking methods, and culturally rooted names, these foods have strong cultural appeal. Statistical analysis also revealed significant and positive relationships between tourists’ demographic, psychological, and motivational characteristics and their willingness to consume local foods and engage in culinary tourism Additionally, factors such as the diversity of dish names and preparation styles, the hospitality culture, health-related aspects of local food, and promotional activities were found to significantly influence demand and enhance the culinary tourism experience. Overall, the study emphasizes that the deliberate integration of food culture into tourism policies—especially by leveraging its symbolic and narrative dimensions—can strengthen destination branding and contribute to the sustainable economic and cultural development of local communities.

Purpose - Niche tourism refers to how to use a particular tourism product tailored to the needs of a particular segment of the market. Places with niche tourism products are able to achieve a high position and consolidate their future position in the tourism market. This type of tourism helps distinguish tourism products by creating an image of the destination and helping compete in the increasingly crowded environment of the tourism market. This paper investigates and analyzes the niche tourism attractions in Ghaleh Rudkhan tourist destination village using activity-based segmentation, the attitudes of the host community in dealing with niche tourism development, and the ability to implement tourism projects and socio-economic factors influencing tourism development in the region, which eventually offers solutions to overcome the current and potential challenges in the study area. To collect the data, interview-based methods, focus group interviews, individual observations and analysis of the documents obtained from different sources were used. Design/methodology/approach - A questionnaire was designed and distributed among 383 tourists and 190 rural employees. The data of this study were mainly evaluated using thematic and content analysis methods. Besides, we have also introduced the niche tourism potentials and tourism activities in the region. Finding - The results show that thanks to the economic and social opportunities, local communities support tourism development in Ghaleh Rudkhan; however, the challenges associated with tourism marketing, event management, uncertainty of private sector investors and environmental issues must be addressed through a participatory approach.