مطالب

Cultural marketing is considered one of the most effective strategies for introducing and strengthening local identities in the context of globalization. Among various cultural elements, food holds a distinctive position as both a part of tangible culture and an element of intangible heritage. It can convey the values, narratives, and lifestyles of a region in an accessible and experiential way. This study examines the role of traditional culinary practices and local dish names in the cultural marketing of Guilan Province, Northern Iran. A mixed-method approach (qualitative and quantitative) was used. In the qualitative phase, data were collected through semi-structured interviews with 24 participants, including local chefs, cultural heritage experts, and organizers of culinary tourism tours. Thematic Content Analysis was applied to interpret the interviews. In the quantitative phase, a researcher-designed questionnaire was administered to 306 incoming tourists who had experienced local food in the province. Their responses were analyzed statistically. The findings indicate that Guilan's traditional foods reflect the region’s climate, history, language, rituals, and indigenous beliefs. Through the diversity of ingredients, unique cooking methods, and culturally rooted names, these foods have strong cultural appeal. Statistical analysis also revealed significant and positive relationships between tourists’ demographic, psychological, and motivational characteristics and their willingness to consume local foods and engage in culinary tourism Additionally, factors such as the diversity of dish names and preparation styles, the hospitality culture, health-related aspects of local food, and promotional activities were found to significantly influence demand and enhance the culinary tourism experience. Overall, the study emphasizes that the deliberate integration of food culture into tourism policies—especially by leveraging its symbolic and narrative dimensions—can strengthen destination branding and contribute to the sustainable economic and cultural development of local communities.

Purpose : The aim of the research was to identify the antecedents and consequences of digital content marketing in online insurance companies. Method : The present study has been conducted by adopting a mixed approach (qualitative and quantitative) and in an exploratory manner. In the qualitative part, thematic analysis technique has been used in the MAXQDA2020 software. The community of the qualitative department was the managers and experts of the sales and marketing department of the insurance industry (electronic and digitalized department). Based on targeted sampling, 10 people were considered as samples. Qualitative data was collected using semi-structured interviews. For the validity of the findings, Cohen's kappa index was 0.837, which is confirmed. Structural equation method is used in a small part. In the quantitative part of the research, the statistical population consisted of experts and managers of marketing units and assistants in the country's insurance industry in Tehran. Using Cochran's formula (for unlimited population), a sample of 384 people was extracted. Based on the codes of the qualitative part, a researcher-made questionnaire was formed. The data collected from the questionnaire were analyzed in AMOS 24 software. Findings : The results show that the antecedents of digital content marketing include the fundamental requirements of digital content marketing, requirements before the production of digital content, managerial/organizational requirements, and perceptual-cognitive antecedents of the audience and identified consequences including marketing consequences, financial consequences, and brand-related consequences, the favorable consequences for the customer and the engagement of the audience with the content in the digital content marketing model. Conclusion : This study has designed and explained the digital content marketing model. In recent years, electronic businesses have been growing rapidly and have gradually taken a relatively favorable share of the industrial enterprises of the country and play an undeniable role in the growth of the country's economy. One of the important parts of digital marketing is the production and creation of valuable content. Another expression, the combination of content and technology refers to the production of digital content. Content marketing is actually a method in which the organization continuously creates and publishes valuable content in order to attract and reach the audience, and its purpose is to transform the customer's behavior into a profitable behavior for the organization.

In the case of COVID-19, researchers have found a statistically significant improvement in public health protection against COVID-19 with social media platforms. Multiple studies suggest that evidence of social media's influence on health knowledge, behaviors, and outcomes indicates its potential benefits in meeting the needs of individuals and populations. Therefore, this study aims to investigate the influence of social media on public health protections against COVID-19 in terms of public health awareness and behavioral changes. It adopted a quantitative research design to identify the relationship and used questionnaires to collect the data. Data was collected throughout Malaysia using convenience sampling. The results underscore the potential of social media as a valuable tool for disseminating crucial health information and promoting positive behavioral changes during public health crises like the COVID-19 pandemic.