Investigating and prioritizing the effective marketing variables in tourists attractionCase study: villages in the central part of Kashmar province

Nowaday, tourism in rural areas has become especially important as a means to the welfare of local communities. Although most of the rural areas of the country have a lot of tourism potentials, they require an accurate identification of the capacities and assessment of the existing situation, so that they can be used to sustainably develop and empower these areas. Today, all countries try to increase their share of this industry yearly, attract more tourists and earn more income. Increasing the country's share of this industry requires the development of appropriate infrastructure, advertising and marketing. Therefore, the purpose of this study was to investigate and prioritize the effective factors and variables of marketing in attracting tourists in the villages of central part of Kashmar, which has a high tourism capacity. The research method is analytical and descriptive and based on library studies, documentary and field studies. SPSS and Expert Choice software were used to analyze the data. The results showed that among the influencing rural tourism attraction factors,advertising and marketing respectively with the weight of 0.209 and 0.074, are the highest and lowest factors. Also, the results of single-sample t-test showed that the average of all variables was higher than the theoretical mid-point 3, which indicates the high impact of variables on attracting tourists. Meanwhile, control and stabilization of the rate of goods and services and the development of infrastructure and outsourcing in the development of tourism industry in the central part of Kashmar city was proposed.