Volume 12, Issue 43 (Spring 2023 2023)                   2023, 12(43): 95-114 | Back to browse issues page

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Khazaipol M, Farahani B, Izadinia M. Evaluating the effects of creative tourism components on economic development and attracting tourists in rural areas (case study: Pivehjan village, Ahmedabad district, Mashhad county). SPACE ECONOMY & RURAL DEVELOPMENT 2023; 12 (43) :95-114
URL: http://serd.khu.ac.ir/article-1-3912-en.html
1- Lecturer in the tourism management department of Maziar Royan Institute of Higher Education, Royan, Mazandaran, Iran.
2- Assistant professor, Department of Tourism Management and Faculty member of Maziar Royan Institute of Higher Education, Royan, Mazandaran, Iran
3- Master graduate in Tourism Management, Maziar Royan Institute of Higher Education, Royan, Mazandaran, Iran. , M.Eizadiniya1398@gmail.com
Abstract:   (1745 Views)
Introduction
According to the World Tourism Organization, all activities a person does while traveling and in a place outside his product environment, provided that his trip does not last more than one year and its purpose is recreation, business, or other activities, are considered tourism. The third generation of tourism, creative tourism, emerged after the first two stages of coastal and historical-cultural tourism. Creative tourism offers a more sustainable option that allows tourists to discover their potential by taking part in courses and experiences unique to the region they visit.
For a more immersive experience in rural tourism, it is recommended that tourists stay in local rural houses rather than hotels. This allows them to become fully immersed in the area's culture and way of life and to interact with the people who have built it over time. By doing so, they can gain a deeper understanding and appreciation of the values and traditions that make this place unique. This study investigates how creative tourism can boost tourism and development in an overlooked region. Despite having many attractions, this area has not been thoroughly explored. This research aims to promote this unexplored region as a desirable tourist spot for both domestic and foreign visitors. It emphasizes the need to implement creative tourism initiatives to highlight the potential of this region.

 Methodology
In terms of the purpose of this research, it is practical. In terms of data collection, this research is descriptive-survey type. The theoretical basis of the research was collected from books, dissertations, publications, and academic articles in Persian and English. For this study, the target group is people over 20 years old and living in the researched area. The study was conducted during the summer of 2021 and only included those who lived in the village. A questionnaire was completed by individuals over 20 years old and present in the community during the data collection period. The sampling method used was the available method. In this way, in the morning and afternoon of non-holiday days, during three consecutive weeks of July 2021, by visiting homes and explaining the research, questionnaires were presented to people over 20 years old and collected after filling. Two hundred and five questionnaires were distributed and collected. In compiling the questionnaire, we tried to include all the variables needed for the research. The number of inquiries was kept to a minimum, and the responses were uncomplicated to ensure that the villagers could provide prompt answers.

Results and conclusion
In order to conclude from the topics investigated in this research, what can be mentioned in this part is the impact and importance of creative tourism on the development and attraction of tourists in rural areas. The residents accepted all five components of creative tourism with an impact percentage of over 90%, which indicates the significant influence of creative tourism on the development and attraction of tourists. All the respondents agreed with the category of creative tourism in the village and considered the historical, cultural, and artistic background as the reasons for this agreement. They are interested in the development of tourism in this sector and stated that the framework of tourism in this sector is fundamental and insignificant. Expanding tourism and attracting more visitors can benefit the locals and help promote their culture. However, to support the growth of tourism, it is important to have the necessary infrastructure, such as communication networks, water, and electricity. Planning for tourism has facilitated the development of rural settlements, providing access to these essential amenities. This has also led to part-time and seasonal employment opportunities for the villagers, which can lead to a boom in production and economic activities in the village and, ultimately, the development of tourism in the village. Essentially, this approach can promote rural communities' financial and population consistency through thoughtful planning that considers local conditions. It is recommended that government officials prioritize this industry by establishing the appropriate infrastructure to encourage investment and appointing skilled and effective leaders who can foster creativity and attract tourism development. In rural areas, people strongly emphasize balancing work and family commitments. We can support both cultural and economic prosperity by promoting family and group businesses and encouraging entrepreneurship among women. This can also attract more tourists to the village. It is also possible to provide a suitable platform to attract tourists by holding cultural and artistic exhibitions in the village, taking care of the appearance and landscape, advertising, and creating local markets to offer products and handicrafts.

 
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Type of Study: Research | Subject: Special
Received: 2023/06/19 | Accepted: 2023/04/30

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