Aliakbar Anabestani, Halimeh Binaieyan, Pegah Moridsadat, Jamileh Tavakolinia,
Volume 0, Issue 0 (1-2026)
Abstract
Purpose: Creative tourism, as a component of the vast tourism industry, can play a major role in empowering local communities, diversifying economic growth, and generating new employment opportunities in rural areas in connection with sustainable rural entrepreneurship and other economic sectors. Accordingly, the present study aims to identify the key factors and driving forces influencing the effects of creative tourism on the development of sustainable rural entrepreneurship.
Methodology: The research is applied in purpose and descriptive–analytical in nature, employing a futures studies approach. Data were collected through both documentary (library sources and scientific journals) and field methods (questionnaires). To extract the key drivers, the questionnaire was designed in five main dimensions: socio-cultural, economic, environmental, physical, and institutional-organizational. The sample population consisted of 25 experts and specialists in creative tourism and sustainable entrepreneurship. The validity and reliability of the questionnaire were confirmed through expert judgment. Data analysis and structural influence analysis of the key indicators were conducted using MICMAC software.
Findings: The results revealed that among the 91 factors examined across five dimensions, 20 key drivers were identified, including: strengthening intergenerational cooperation (39), public awareness of cultural and social values (38), reducing economic dependence on agriculture (49), creating new export opportunities (49), environmental awareness of tourists (48), encouraging green businesses (47), creating natural camping sites (49), developing cultural-tourism centers (48), creating a database of rural entrepreneurs (46), increasing financial transparency (42) and etc.
Conclusion: The findings demonstrate that creative tourism can serve as an effective instrument for promoting sustainable rural entrepreneurship. Structural analysis indicates that enhancing social collaboration, revitalizing handicrafts, reducing agricultural dependency, and fostering new economic opportunities significantly contribute to rural entrepreneurial sustainability.
