10.57647/j.amc.2025.090103

Designing a Creative Tourism Model to Develop Local Businesses

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  • Osveh Ghasemi*1,
  • Morteza Mousakhani2,
  • Hamid Saeedi3,
  • Mandan Momeni4,
  1. Department of Entrepreneurship, SR.C., Islamic Azad University, Tehran, Iran
  2. Department of Public Administration, SR.C., Islamic Azad University, Tehran, Iran
  3. Department of Business Management, YI.C., Islamic Azad University, Tehran, Iran
  4. Department of Public Administration, CT.C., Islamic Azad University, Tehran, Iran

Received: 2025-02-08

Revised: 2025-03-17

Accepted: 2025-04-18

Published in Issue 2025-06-30

Copyright (c) 2025 osveh Ghasemi, Morteza Mousakhani, Hamid Saeedi, Mandan Momeni (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Ghasemi, O., Mousakhani, M., Saeedi, H., & Momeni, M. (2025). Designing a Creative Tourism Model to Develop Local Businesses. Agricultural Marketing and Commercialization, 9(1). https://doi.org/10.57647/j.amc.2025.090103
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Abstract

The main aim of this research was to design a creative tourism model to develop local businesses, which was done qualitatively with the Grounded Theory approach. The statistical  population includes managers of tourism centers proficient in creative tourism. Non-probability, purposeful, and snowball sampling methods were used, and 14 interviews were conducted until theoretical saturation was reached. Data analysis was done in three stages of open, axial, and selective coding, and the model was presented. The findings showed that the causal  conditions (Tendency to experience living in the destination, no need for expensive infrastructures, Tendency to individual development during travel) were compelling in the axial phenomenon (Changing tourists’ values, and experience-oriented travel). Intervening factors (infrastructures, Touristic organizations) and contextual factors (Touristic attractions, social and  cultural conditions) affect the presented strategies (advertising and promotional activities, local businesses net working, focus on unique native potentials of destination) resulting in  outcomes such as (Developing local businesses, increasing income, and Reviving intangible heritage).The results showed that creative tourism developed local businesses, revived culture, and created intangible heritage.

Keywords

  • Creative Tourism, Entrepreneurship, Intangible Heritage, Local Businesses, Local Society
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