Designing an entrepreneurial marketing model for desert tourism centers (case study: Lut Desert)

Introduction
Entrepreneurship development is a set of private and public policies and methods that can accelerate and support entrepreneurship. Tourism, as one of the important economic sectors, requires the presence of entrepreneurs; therefore, it is necessary to prepare the ground for the development of entrepreneurship in tourism. Cultural tourism is one of the important types of tourism that has a major share among the types of tourism. In recent years, programs have been presented to develop the tourism destination of this region, which was once neglected, and tourism centers, including eco-lodges, have been formed in the villages around this desert, which are located in the villages of Sistan and Baluchestan (Nosrat Abad), Kerman (Shahdad), and South Khorasan (Deh Salem). In this regard, there is joint activity between non-governmental organizations, local governments, and local communities that can be a significant driver in the development of entrepreneurship and tourism innovation in their regions, but it has not been able to lead to the prosperity of tourism in this area. Therefore, the purpose of this research is to design an entrepreneurial marketing model for tourism centers in this region. Various studies have been conducted in the field of entrepreneurship and tourism, with an emphasis on marketing and identifying tourism destinations.

(Methodology)
The present study is of qualitative type and attempts to examine the entrepreneurial tourism marketing model for ecotourism resorts and tourist centers in the Lut Desert and the hotel industry of human settlements on the outskirts of Lut, which exists in the minds of specialists, entrepreneurs, local experts, managers of ecotourism sites, and tourism service providers, and then explain its model based on the knowledge gained in their mental model, based on the inductive method. After conducting interviews and collecting information, the codes obtained in different parts were processed using the systematic approach of Strauss and Corinne and the paradigmatic model, and after completing the three stages of open, axial, and selective coding, the final model was presented.

Findings
Qualitative data analysis for theory building requires the use of open coding, axial coding, and selective coding. In open coding, data conceptualization and information analysis are performed so that data can be grouped into specific categories. In the open coding stage, concepts are brought to the surface from the depth of the data. In axial coding, the researcher selects a concept from the set of concepts in the open coding stage as a category and, through a process, associates other concepts of the same meaning with it, until finally the relationship of other categories is determined. In the qualitative assessment, the survey conducted in the field of gender of the selected experts and specialists in the sample showed that 35 people, equivalent to 70% of the respondents were male, with an average age of 39, and 15 people, equivalent to 30% of the respondents were female, with an average age of 35. Therefore, the initial concepts were grouped into 58 concepts. These concepts are grouped into 23 main categories in the final stage. The main categories and themes were extracted from the semantic units. As can be seen, factors such as the environmental dimension of the destination, tourism planning and entrepreneurship, destination entrepreneurship, lived experiences, sound and integrated management, financial resources, active civil society within the framework of good governance, decision-making in regeneration and its effects, legal factors and information can be extracted from the semantic units.
(Discussion and Conclusion)
After presenting the theoretical model of the foundation data, a questionnaire was designed according to the obtained model, and then the structural equation model was used to finalize the conceptual model and determine the coefficients of each of them. The coefficient of the effect of the intervening variables on the entrepreneurial model is 0.371, which is not significant and weak considering the impact of other components of the structural model. The coefficient of the direct effect of social partnership and the social dimension is 0.563, which indicates its relatively strong impact. The coefficient of the effect of the destination status on entrepreneurial tourism marketing has a stronger impact than the other components, with a value of 0.610. With these interpretations, it can be analyzed that an image formed in the traveler's mind based on the attractions and conditions of the destination and also social interaction can really be effective on the development and entrepreneurial marketing of the Lot region. Specific types of tourism experiences (such as desert ecotourism) offered by a tourism hub, with a degree of community organization and participation such as Deh Salem who have formed a tourism social partnership, are essential to identifying community needs and developing local capacity to meet these needs. Finally, tourism experience “providers” are companies that offer destinations with a specific tourism package (food, souvenirs and other tangible products that can be sold to tourists) and these providers may adopt the social innovation model of “package delivery”, which works on the basis of which. Transferring technical expertise to community stakeholders and adapting it to methods that may develop local skills and knowledge to produce such goods is important in promoting tourism and entrepreneurship in tourism for its market.