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Ecolodge Entrepreneurship in Emerging Markets: A New Typology of Entrepreneurs; The Case of IRAN

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  • Hojjat Varmazyari

    (Department of Agricultural Management and Development, Faculty of Agricultural Economics and Development, University of Tehran, Karaj 31587-77871, Iran)

  • Seyed Hamid Mirhadi

    (Department of Agricultural Management and Development, Faculty of Agricultural Economics and Development, University of Tehran, Karaj 31587-77871, Iran)

  • Marion Joppe

    (School of Hospitality, Food and Tourism Management, University of Guelph, Guelph, ON N1G 2W1, Canada)

  • Khalil Kalantari

    (Department of Agricultural Management and Development, Faculty of Agricultural Economics and Development, University of Tehran, Karaj 31587-77871, Iran)

  • Alain Decrop

    (Faculty of Economics, Social Sciences and Business Administration, University of Namur, 5000 Namur, Belgium)

Abstract

This study aims to clarify how ecolodge entrepreneurship evolves from idea formation to ecolodge establishment in emerging markets. The related process affects authentic ecolodge development. The research employed grounded theory to explore this process and its implications to examine for the first time how individuals enter the ecolodge industry in an emerging market. The interaction of four constructs (namely drivers, motives, context, and idea sources) explains the costs and benefits that ecolodge entrepreneurs perceive in entering this industry. Moreover, we develop a new typology of tourism entrepreneurs in an ecolodge context based on the combined approach. Entrepreneurs are classified into three segments, including ecolodge lovers, cool job seekers, and young detached entrepreneurs. Although the ecolodge lovers were most in line with the principles of sustainable tourism and most likely to set up authentic ecolodges, most of the entrepreneurs belonged to the other two clusters. The explored process and typology highlight coordinated action in the development of ecolodges.

Suggested Citation

  • Hojjat Varmazyari & Seyed Hamid Mirhadi & Marion Joppe & Khalil Kalantari & Alain Decrop, 2022. "Ecolodge Entrepreneurship in Emerging Markets: A New Typology of Entrepreneurs; The Case of IRAN," Sustainability, MDPI, vol. 14(14), pages 1-25, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8479-:d:860029
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    References listed on IDEAS

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