Presenting a sustainable rural tourism model with a social capital approach

AMIR KAZEMI ¹ ( Department Of MBA .Shiraz Branch .Islamic Azad Uiversity . Shiraz.Iran )
zahra mashayekh ² ( 1. Department Of Management and Cultural Planning .Fars Science and Research Branch .Islamic Azad Uiversity . Fars.Iran .Department Of Management and Cultural Planning .Shiraz Branch .Islamic Azad Uiversity . Shiraz.Iran )
hamid mahmodiyan ³ ( Department Of Islamic Education .Shiraz Branch .Islamic Azad Uiversity . Shiraz.Iran )
hassan soltani ⁴ ( Department of Management,Shiraz Branch, Islamic Azad Univercity, Shiraz, Iran )

Submited date : 2023-10-21 Accepted date : 2024-07-08

Keywords: Social Capital, Sustainable Development, Rural Tourism, Sustainable Tourism,

Abstract :

Rural tourism, with careful planning, can enhance the quality of life and create economic, social, and cultural benefits. The aim of this research was to present a model of sustainable rural tourism with a social capital approach. The present study was applied in terms of research objective and qualitative in terms of methodology, with a data-driven theoretical framework. In this research, a cognitive approach was adopted, utilizing various methods of data collection such as library study, examination of specialized sources and texts, as well as semi-structured interviews. Based on purposive sampling, 14 experts, specialists, and managers of tourism and rural area management were interviewed in 2023. The conducted interviews were coded using ATLAS.ti software. To validate the results, the data were evaluated and analyzed based on tri-categorization, and the research findings were categorized into five themes: contextual conditions, background conditions, intervention strategies, and consequences. A model with six themes and 19 core codes based on 112 identified codes was developed. The contextual conditions (five themes including agricultural conditions, cultural and social conditions, rural conditions, tourist attractions, and financial conditions), strategies (five themes including marketing strategies, support and assistance, local empowerment, tourism management and planning, and rural product development), consequences (four themes including value creation, entrepreneurship, social capital development, and regional development), background conditions (two themes including participation and collaboration, regional infrastructure), and intervention strategies (three themes including policy-making and regulations, public biases, and tourist attitudes) were identified. The sustainable rural tourism model with a social capital approach was designed to promote sustainable development of rural areas and enhance social relationships within them. The use of social capital approach in the model of sustainable rural tourism leads to improved communication among local residents, youth, and tourists. These social connections bring about improvements in rural life, increased social cohesion, and participatory development in decision-making related to rural tourism. Furthermore, considering the importance of social capital, local residents can strengthen cohesion and collaboration in various areas such as environmental preservation, preservation and promotion of local culture, and rural economic development.