Abstract

Objective: This research aims to identify and thematically analyze the key drivers of innovative marketing in the development of nomadic tourism in Ardabil province, Iran.

Methodology: This qualitative study employed thematic analysis (Braun & Clarke, 2006). Data were collected through open-ended Delphi questionnaires from 15 experts in the field of nomadic tourism, selected via purposive sampling. The analysis was conducted in six phases to extract initial codes, basic themes, organizing themes, and global themes.

Findings: The analysis yielded 215 initial codes, 28 basic themes, 15 organizing themes, and five global themes: (1) institutional and supportive factors, (2) infrastructure and facilities, (3) socio-cultural factors, (4) technology and innovation in marketing, and (5) environment and economy. The most frequent basic themes were "financial and credit support" (15), "physical infrastructure" (14), and "online marketing" (13). Ultimately, 20 key drivers were extracted, with the most critical including nomadic community participation, government cultural policies, adoption of new technologies, infrastructure investment, education level, social security, and local online reservation platforms.

Conclusion: The development of nomadic tourism in Ardabil requires an integrated approach simultaneously addressing institutional support, infrastructure development, social empowerment, technological innovation, and environmental conservation. These findings provide a foundation for strategic planning and future research in this emerging field.