Despite the paramount importance of tourism in achieving sustainable rural development,
rural tourism has largely failed to achieve its goals. One of the most significant challenges
of rural tourism is considering the marketing concept by policymakers and planners. Hence, the
main goal of the current research is to investigate the status of rural tourism marketing components,
conducted among tourists in Quri Qaleh village (Located in Ravansar County; Kerman-shah
Province).
Methods: This study is applied research in terms of methodology carried out by descriptiveanalytical
method. The statistical population consists of all the tourists of Quri Qaleh village, out
of whom 150 are selected as a statistical sample. The main instrument for data collection is a researcher-
made questionnaire whose validity and reliability have been confirmed. SPSS software is
employed for data analysis.
Results: The results showed that among the indicators of rural tourism marketing, the calculated
mean score for two indicators namely planning and management as well as promotion is significantly
lower than the average with values of 1.618 and 2.39, respectively. On the contrary, the
mean score of five indicators including people, place, physical evidence and facilities, price, and
product is significantly higher than the average with values of 3.936, 3.784, 3.712, 3.68, and 3.55,
respectively. The findings of comparing the status of rural tourism marketing indicators in-dicated
that the three indicators of people, product, and place have the best status with the coef-ficient of
variation of 0.065, 0.092, and 0.094, respectively. The results of the overall status of rural tourism
marketing revealed that the calculated mean score, with a value of 3.175, is signifi-cantly higher
than the base average.
Conclusion: The weakness of the two indicators including promotion as well as planning and
management are the main obstacles to the development of rural tourism marketing, and implementation
solutions have been presented to strengthen them
