Ecotourism branding in protected areas of Iran: Using an efficient hybrid multi-criteria decision-making method model

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dc.authorid0000-0001-5989-9768
dc.authorid0000-0002-0813-3356
dc.contributor.authorTajer, Elnaz
dc.contributor.authorDemir, Sara
dc.date.accessioned2026-02-08T15:14:46Z
dc.date.available2026-02-08T15:14:46Z
dc.date.issued2024
dc.departmentBursa Teknik Üniversitesi
dc.description.abstractEcotourism, as a nature-based sustainable tourism, raises awareness about the protection of natural and cultural landscape values. This study aims to determine the ecotourism criteria to develop strategies for a sustainable ecotourism branding in Golestan, located in the northeast of Iran. To reach this aim, Strengths-Weaknesses-Opportunities-Threats (SWOT) analysis, multi-criteria decision-making methods consisting of Analytic Hierarchy Process (AHP), and Best and Worst Method (BWM) were integrated. The most appropriate ecotourism strategies for the branding of the study area were ranked according to their priorities. The results of this study reveal that among the 5 main and 20 sub ecotourism criteria, having natural protected areas, which is an opportunity, and having ecological values, which is a strength, were determined as the highest priority strategies for ecotourism branding. The methods and results of this quantitative-based research present an exemplary hybrid model that prioritizes the strategies required for branding ecotourism in similar protected areas.
dc.description.sponsorshipBursa Technical University Coordinatorship of Scientific Research Project [BTU BAP-No: 220Y012]; Bursa Technical University Coordinatorship of Scientific Research Projects
dc.description.sponsorshipThis research was supported by Bursa Technical University Coordinatorship of Scientific Research Projects (BTU BAP-No: 220Y012).
dc.identifier.doi10.1002/jtr.2639
dc.identifier.issn1099-2340
dc.identifier.issn1522-1970
dc.identifier.issue1
dc.identifier.scopus2-s2.0-85183624793
dc.identifier.scopusqualityQ1
dc.identifier.urihttps://doi.org/10.1002/jtr.2639
dc.identifier.urihttps://hdl.handle.net/20.500.12885/5430
dc.identifier.volume26
dc.identifier.wosWOS:001149567400001
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherWiley
dc.relation.ispartofInternational Journal of Tourism Research
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzWOS_KA_20260207
dc.subjectAnalytic Hierarchy Process (AHP)
dc.subjectBest and Worst Method (BWM)
dc.subjectecotourism branding of protected areas
dc.subjecthybrid multi-criteria decision-making method (MCDM)
dc.subjectIran
dc.subjectquantitative SWOT analysis
dc.titleEcotourism branding in protected areas of Iran: Using an efficient hybrid multi-criteria decision-making method model
dc.typeArticle

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