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Nafisa Rahimi, Masoud Jalali, Tawheed Rahimpour,
Volume 11, Issue 40 (9-2022)
Volume 11, Issue 40 (9-2022)
Abstract
Introduction
Proper land use requires knowledge of environmental power, and then knowledge about environmental capacity in management and economic planning, along with their protection, will bring economic growth and development. Therefore, there is a close and undeniable connection between the environmental capacity of an area and its function. The assessment of environmental capacity is based on the indicators appropriate to the type of zoning and mathematical rules. It aims to adjust the land use according to the region's characteristics to promote economic goals and preserve the environment.
Climatic and natural conditions are essential factors in the production and determination of plant species, and land use depends on the quality of these factors. Parameters such as temperature, precipitation, and humidity are crucial for the growth and development of different trees, including the walnut tree. The walnut tree is deciduous, large and wide from the broad-leaved group belonging to the Juglandaceae family and the Juglans genus with 21 species. The quantitative and qualitative characteristics of the walnut tree, such as wood, bark, leaves, and kernels, make it possible to use it in various industries such as soap making, paper making, wood and furniture industry, oil wells, oil extraction, pharmaceuticals, medicine, and dyeing, nutrition, purification of heavy metals from water and cleaning of soft metals, bulking of adhesives, with commercial and economic purposes. Therefore, the planting of this type of plant in susceptible rural areas, according to the 20-year vision document, in which special attention is paid to non-oil exports, including agricultural products, its export improves foreign exchange earnings and the economic growth of the villages. Therefore, considering the forestry value (wood value) and the edible seeds, the creation of uniform orchards of walnut trees requires the assessment of the capability of the regions according to the environmental components.
Methodology
The research method is based on the objectives of applied research and is descriptive-analytical. In this research, the desired data was collected from the organizations and scientific centers of the Ardabil province from 2007 to 2020. Then, after collecting and sorting, digitization was done, and finally, the layers were combined with the fuzzy coefficient operator model. Furthermore, the final map was obtained in 4 categories: desirable, suitable, relatively suitable and unsuitable in the GIS environment.
Discussion and conclusion
Even though the high sensitivity of the walnut tree to maximum wind speed and temperature thresholds (during the growth period and at the time of fruit ripening), the temperature is not considered a limiting factor for the planting of walnut trees in the province villages. The study of the average relative humidity of the air indicates that except for the villages of Pars-Abad and Bileh-Swar, Ardabil, the rest of the places are favorable and ideal for the growth of walnut trees. The investigation of the rainfall situation in Ardabil Province showed that the experts should supervise the planting of walnut due to the inappropriate amount of rainfall in Sarein, Nemin, Pars-Abad, and Ardabil.
Gardening at heights above and below sea level, such as Sablan, Talesh, Ghoshe-dagh, Bezghosh, Ag-dagh and Jalga Maghan mountains in Ardabil province, is a limiting factor in the planting of walnut trees. When planting at altitudes lower than 1500 meters above sea level, it is better to use species such as Chandler and Howard. For altitudes higher than 1500 meters above sea level, it is better to use Fernor species. The slope is not a limiting factor for the planting of walnut in the villages of this province, except in parts of Meshkinshahr, Ardabil, Khalkhal and Kausar. The final zoning map indicated that the areas with almost mild winters and dry summers, annual rainfall, relative humidity and moderate to good wind speed had a high potential for planting walnut orchards. According to the final map, of 17,824.6 square kilometers of Ardabil province, 7,773 square kilometers are favorable areas (43.60 percent), 4,681.6 square kilometers are suitable (26.28 percent), 4,809.3 square kilometers are relatively suitable (26.98 percent), and 560.7 square kilometers are unsuitable (3.14 percent). Regarding geographic location, the ideal and favorable lands for walnut planting include the northern, central and eastern parts of the province, which includes 43% of the province.
Proper land use requires knowledge of environmental power, and then knowledge about environmental capacity in management and economic planning, along with their protection, will bring economic growth and development. Therefore, there is a close and undeniable connection between the environmental capacity of an area and its function. The assessment of environmental capacity is based on the indicators appropriate to the type of zoning and mathematical rules. It aims to adjust the land use according to the region's characteristics to promote economic goals and preserve the environment.
Climatic and natural conditions are essential factors in the production and determination of plant species, and land use depends on the quality of these factors. Parameters such as temperature, precipitation, and humidity are crucial for the growth and development of different trees, including the walnut tree. The walnut tree is deciduous, large and wide from the broad-leaved group belonging to the Juglandaceae family and the Juglans genus with 21 species. The quantitative and qualitative characteristics of the walnut tree, such as wood, bark, leaves, and kernels, make it possible to use it in various industries such as soap making, paper making, wood and furniture industry, oil wells, oil extraction, pharmaceuticals, medicine, and dyeing, nutrition, purification of heavy metals from water and cleaning of soft metals, bulking of adhesives, with commercial and economic purposes. Therefore, the planting of this type of plant in susceptible rural areas, according to the 20-year vision document, in which special attention is paid to non-oil exports, including agricultural products, its export improves foreign exchange earnings and the economic growth of the villages. Therefore, considering the forestry value (wood value) and the edible seeds, the creation of uniform orchards of walnut trees requires the assessment of the capability of the regions according to the environmental components.
Methodology
The research method is based on the objectives of applied research and is descriptive-analytical. In this research, the desired data was collected from the organizations and scientific centers of the Ardabil province from 2007 to 2020. Then, after collecting and sorting, digitization was done, and finally, the layers were combined with the fuzzy coefficient operator model. Furthermore, the final map was obtained in 4 categories: desirable, suitable, relatively suitable and unsuitable in the GIS environment.
Discussion and conclusion
Even though the high sensitivity of the walnut tree to maximum wind speed and temperature thresholds (during the growth period and at the time of fruit ripening), the temperature is not considered a limiting factor for the planting of walnut trees in the province villages. The study of the average relative humidity of the air indicates that except for the villages of Pars-Abad and Bileh-Swar, Ardabil, the rest of the places are favorable and ideal for the growth of walnut trees. The investigation of the rainfall situation in Ardabil Province showed that the experts should supervise the planting of walnut due to the inappropriate amount of rainfall in Sarein, Nemin, Pars-Abad, and Ardabil.
Gardening at heights above and below sea level, such as Sablan, Talesh, Ghoshe-dagh, Bezghosh, Ag-dagh and Jalga Maghan mountains in Ardabil province, is a limiting factor in the planting of walnut trees. When planting at altitudes lower than 1500 meters above sea level, it is better to use species such as Chandler and Howard. For altitudes higher than 1500 meters above sea level, it is better to use Fernor species. The slope is not a limiting factor for the planting of walnut in the villages of this province, except in parts of Meshkinshahr, Ardabil, Khalkhal and Kausar. The final zoning map indicated that the areas with almost mild winters and dry summers, annual rainfall, relative humidity and moderate to good wind speed had a high potential for planting walnut orchards. According to the final map, of 17,824.6 square kilometers of Ardabil province, 7,773 square kilometers are favorable areas (43.60 percent), 4,681.6 square kilometers are suitable (26.28 percent), 4,809.3 square kilometers are relatively suitable (26.98 percent), and 560.7 square kilometers are unsuitable (3.14 percent). Regarding geographic location, the ideal and favorable lands for walnut planting include the northern, central and eastern parts of the province, which includes 43% of the province.
Reza Vashghani-Farahani, Alireza Abbasi Semnani, Farideh Asadian,
Volume 11, Issue 41 (12-2022)
Volume 11, Issue 41 (12-2022)
Abstract
Introduction
Increasing dependence on official knowledge of imported technologies and lack of attention to local knowledge and skills have caused a lack of success in improving the situation of rural society and the failure of development programs in villages. Looking at rural development and adopted strategies shows that a systematic and integrated approach must be included in most views and methods. Therefore, in this regard, we are taking a step in the direction of economic development by taking into account the spatial and temporal conditions of the village, using local knowledge to increase agricultural productivity, provide basic needs, protect natural areas, increase the population in the village to achieve the process of economic stability. In this regard, achieving economic sustainability requires a change of perspective and attitude toward indigenous knowledge and giving importance to it because the knowledge that villagers have acquired through practical experience of agriculture, animal husbandry, etc., is qualitatively different from the knowledge obtained from the official tests of researchers and experts. Being local is considered a basis for a scientific, efficient and successful foundation in achieving economic stability. Farmahin Farahan region has emerged from the union of two villages, Farmahin and Shahabadi, where most of the population is farmers and herders. Therefore, this region has a good background in using local knowledge in agriculture, animal husbandry, handicrafts, etc. However, the mentioned process has decreased in recent years with the replacement of new knowledge and related technologies. In this regard, the current research seeks to find out whether indigenous knowledge is effective in the economic sustainability of Farmahin Farahan. This paper, with the approach of economic sustainability, based on the development of local knowledge, has tried to study the visible and hidden layers of local knowledge in the Farmahin rural area and acknowledge that if we distance ourselves from the traditional rural knowledge and approach and use new ways of decision-making and planning methods, Farmahin Farahan region will move towards economic instability.
Methodology
The current research, in terms of its purpose, is applied and has an analytical nature, and in terms of its method, it is in the quantitative research group. SPSS software and integrated models (FKOPRAS+FSORA) were used for data analysis. The statistical population of the research includes two groups (rural residents and knowledgeable and informed people), which was determined based on a random sampling of 200 people (village residents of Farmahin), and also based on a targeted sampling of 20 people. First, the knowledgeable and informed (village council members and rural mayors) were determined.
Discussion and conclusion
The results showed that among the components of indigenous knowledge, only the components of capabilities and people's knowledge, with an average value of 3.38 and 3.01, with an average value higher than the average number (3), are favorable for evaluation. In other components, including participation with an average value of 1.58, life promotion with an average value of 2.45, monitoring with an average value of 2.62, social with an average value of 2.02, economic with an average value of 2.16, low It is more than the average number (3). As a result, these components are not in a favorable condition. Also, the results showed that the level of economic stability in Farmahin with the average value obtained (lower than the average number of 3), with a significance level of 0.000, has been evaluated as low and unfavorable, in this regard, despite the average lower than average levels in the components of local knowledge and sustainability, this local knowledge has had a significant impact on the economic stability of the rural area of Farmahin, which, if strengthened and motivated to utilize and combine it with modern knowledge, can to have a greater impact on the economic development of the region, So that according to the obtained results, the contribution of the participation component in predicting positive changes of the economic stability variable was higher than other local knowledge components, and also the people's knowledge component has the most direct effects on the economic stability of this region. Also, the results showed that, among the economic indicators, employment and income, with a score of 70.14, have the highest impact on indigenous knowledge in Farmahin. Finally, the results of the research are in agreement with the studies of Alayei and Karimian (2013), that in rural development with emphasis on local knowledge, the role and place of participation of villagers have not been considered, and with the study of Bazarafshan et al. (2015). It is consistent with the fact that there is a meaningful relationship between indigenous knowledge and sustainable economic development. However, it does not agree with the study of Sadeghlou and Azizi Demirchilo (2014), stating that indigenous knowledge has little effect on the components of economic development.
Increasing dependence on official knowledge of imported technologies and lack of attention to local knowledge and skills have caused a lack of success in improving the situation of rural society and the failure of development programs in villages. Looking at rural development and adopted strategies shows that a systematic and integrated approach must be included in most views and methods. Therefore, in this regard, we are taking a step in the direction of economic development by taking into account the spatial and temporal conditions of the village, using local knowledge to increase agricultural productivity, provide basic needs, protect natural areas, increase the population in the village to achieve the process of economic stability. In this regard, achieving economic sustainability requires a change of perspective and attitude toward indigenous knowledge and giving importance to it because the knowledge that villagers have acquired through practical experience of agriculture, animal husbandry, etc., is qualitatively different from the knowledge obtained from the official tests of researchers and experts. Being local is considered a basis for a scientific, efficient and successful foundation in achieving economic stability. Farmahin Farahan region has emerged from the union of two villages, Farmahin and Shahabadi, where most of the population is farmers and herders. Therefore, this region has a good background in using local knowledge in agriculture, animal husbandry, handicrafts, etc. However, the mentioned process has decreased in recent years with the replacement of new knowledge and related technologies. In this regard, the current research seeks to find out whether indigenous knowledge is effective in the economic sustainability of Farmahin Farahan. This paper, with the approach of economic sustainability, based on the development of local knowledge, has tried to study the visible and hidden layers of local knowledge in the Farmahin rural area and acknowledge that if we distance ourselves from the traditional rural knowledge and approach and use new ways of decision-making and planning methods, Farmahin Farahan region will move towards economic instability.
Methodology
The current research, in terms of its purpose, is applied and has an analytical nature, and in terms of its method, it is in the quantitative research group. SPSS software and integrated models (FKOPRAS+FSORA) were used for data analysis. The statistical population of the research includes two groups (rural residents and knowledgeable and informed people), which was determined based on a random sampling of 200 people (village residents of Farmahin), and also based on a targeted sampling of 20 people. First, the knowledgeable and informed (village council members and rural mayors) were determined.
Discussion and conclusion
The results showed that among the components of indigenous knowledge, only the components of capabilities and people's knowledge, with an average value of 3.38 and 3.01, with an average value higher than the average number (3), are favorable for evaluation. In other components, including participation with an average value of 1.58, life promotion with an average value of 2.45, monitoring with an average value of 2.62, social with an average value of 2.02, economic with an average value of 2.16, low It is more than the average number (3). As a result, these components are not in a favorable condition. Also, the results showed that the level of economic stability in Farmahin with the average value obtained (lower than the average number of 3), with a significance level of 0.000, has been evaluated as low and unfavorable, in this regard, despite the average lower than average levels in the components of local knowledge and sustainability, this local knowledge has had a significant impact on the economic stability of the rural area of Farmahin, which, if strengthened and motivated to utilize and combine it with modern knowledge, can to have a greater impact on the economic development of the region, So that according to the obtained results, the contribution of the participation component in predicting positive changes of the economic stability variable was higher than other local knowledge components, and also the people's knowledge component has the most direct effects on the economic stability of this region. Also, the results showed that, among the economic indicators, employment and income, with a score of 70.14, have the highest impact on indigenous knowledge in Farmahin. Finally, the results of the research are in agreement with the studies of Alayei and Karimian (2013), that in rural development with emphasis on local knowledge, the role and place of participation of villagers have not been considered, and with the study of Bazarafshan et al. (2015). It is consistent with the fact that there is a meaningful relationship between indigenous knowledge and sustainable economic development. However, it does not agree with the study of Sadeghlou and Azizi Demirchilo (2014), stating that indigenous knowledge has little effect on the components of economic development.
Marzieh Pourjopari, Abouzar Paidar, Seyyed Hadi Tayebnia, Aliakbar Anabastani,
Volume 11, Issue 41 (12-2022)
Volume 11, Issue 41 (12-2022)
Abstract
Introduction
Today, eco-tourism is one of the essential aspects of transformation, diversity and economic prosperity of rural communities, especially in arid and semi-arid areas, historical villages and traditional and local communities. Since eco-tourism has different contexts, capacities, patterns and aspects, it is necessary to identify and promote and strengthen patterns appropriate to the conditions of each village for planning the development of rural eco-tourism. Kerman Province has 330 eco-tourism units; most of these accommodation units have recently been set up in villages and tourist areas. Kerman County has always been the focus of tourists due to its historical background and the conditions governing the nature of this region. Considering the importance of tourism activities and eco-tourism in developing rural areas, hence improving the living conditions of the communities, this study analyzes the ability of eco-tourism attractions in Kerman County. Therefore, the central question of the research is, what will be the ideal model of eco-tourism development in the villages of Kerman County?
Methodology
In terms of the objective, the current research is applied research, and its nature is descriptive-analytical. Collecting information combines two library methods (documents) and survey (field-based questionnaires and interviews). The research questionnaire collects the required information from 37 components in economic, social-cultural, environmental, security, physical-spatial, and several variables. The content validity of the questionnaire was verified from the point of view of professors and experts in the field of geography. Also, Cronbach's alpha coefficient was used to verify the reliability of many research questions. Cronbach's alpha of most variables is more significant than 0.7, so the reliability of all variables is confirmed. In addition, the average variance extracted is always more than 0.5, so the convergent validity is also confirmed.
Discussion and conclusion
According to the findings, eco-tourism development has generally had positive effects in all dimensions and components, although to different extents. The observed factor load has a value greater than 0.3 in most cases. Therefore, there was a proper correlation between the visible and hidden variables. However, the development of eco-tourism has not been able to be brought up in the villages properly. It is possible to state in a general way the pattern of eco-tourism development in the villages of Kerman city. Generally, the model is based on economic empowerment. In this way, in the first step, rural areas should generally be improved in factors such as unemployment reduction, job diversity and stable employment, stable income, investment of villagers in tourism, entry of non-native investors, product branding, packaging, conversion and Processing all kinds of livestock and agricultural products, creating and expanding local markets, overcoming the inability and dependence or lack of dependence on foreign resources and products (city) and the government for villagers, equal access to opportunities and resources, the dynamics of the supply chain and value in the village, supporting and empowering the deprived sections of the society. Also, the shape of the eco-tourism development pattern for Joshan, Sirach, Mazieh and Akhtarabad Rural Districts is considered physical-spatial, which means that in terms of construction, strengthening of buildings, use of local materials in construction and creation of attractiveness, improvement and widening of roads and bridges, embellishment, lighting of roads need to be improved. In other rural districts like Mahan, a security model is suggested, so political stability, public and personal security, and reduction of crimes and anomalies inside the village and houses, outside the village on roads and virgin areas are more important than other dimensions. In Qanatghistan, environmental aspects like the preservation and expansion of pastures, medicinal plants, water and soil resources, animal life, and new and sustainable energies should be considered. The pattern of development of Rayen and Hossein Abad tourism has a social and cultural format, which includes preserving and expanding customs, the way of holding and organizing celebrations and weddings, mourning, occasions, games, music, dance, show, preservation and expansion of beliefs and cultures and native architecture, preservation of historical buildings (mosques, caravanserais, shrines, castles, tombs, baths); The ideal model for the development of eco-tourism in other villages such as Koirat, Zangi-Abad, Drakhngan, Sar Asiyab, Baghin is an economic and environmental model; Takab and Andohjerd: economic and socio-cultural; And Kashit: physical-spatial and security combined.
Today, eco-tourism is one of the essential aspects of transformation, diversity and economic prosperity of rural communities, especially in arid and semi-arid areas, historical villages and traditional and local communities. Since eco-tourism has different contexts, capacities, patterns and aspects, it is necessary to identify and promote and strengthen patterns appropriate to the conditions of each village for planning the development of rural eco-tourism. Kerman Province has 330 eco-tourism units; most of these accommodation units have recently been set up in villages and tourist areas. Kerman County has always been the focus of tourists due to its historical background and the conditions governing the nature of this region. Considering the importance of tourism activities and eco-tourism in developing rural areas, hence improving the living conditions of the communities, this study analyzes the ability of eco-tourism attractions in Kerman County. Therefore, the central question of the research is, what will be the ideal model of eco-tourism development in the villages of Kerman County?
Methodology
In terms of the objective, the current research is applied research, and its nature is descriptive-analytical. Collecting information combines two library methods (documents) and survey (field-based questionnaires and interviews). The research questionnaire collects the required information from 37 components in economic, social-cultural, environmental, security, physical-spatial, and several variables. The content validity of the questionnaire was verified from the point of view of professors and experts in the field of geography. Also, Cronbach's alpha coefficient was used to verify the reliability of many research questions. Cronbach's alpha of most variables is more significant than 0.7, so the reliability of all variables is confirmed. In addition, the average variance extracted is always more than 0.5, so the convergent validity is also confirmed.
Discussion and conclusion
According to the findings, eco-tourism development has generally had positive effects in all dimensions and components, although to different extents. The observed factor load has a value greater than 0.3 in most cases. Therefore, there was a proper correlation between the visible and hidden variables. However, the development of eco-tourism has not been able to be brought up in the villages properly. It is possible to state in a general way the pattern of eco-tourism development in the villages of Kerman city. Generally, the model is based on economic empowerment. In this way, in the first step, rural areas should generally be improved in factors such as unemployment reduction, job diversity and stable employment, stable income, investment of villagers in tourism, entry of non-native investors, product branding, packaging, conversion and Processing all kinds of livestock and agricultural products, creating and expanding local markets, overcoming the inability and dependence or lack of dependence on foreign resources and products (city) and the government for villagers, equal access to opportunities and resources, the dynamics of the supply chain and value in the village, supporting and empowering the deprived sections of the society. Also, the shape of the eco-tourism development pattern for Joshan, Sirach, Mazieh and Akhtarabad Rural Districts is considered physical-spatial, which means that in terms of construction, strengthening of buildings, use of local materials in construction and creation of attractiveness, improvement and widening of roads and bridges, embellishment, lighting of roads need to be improved. In other rural districts like Mahan, a security model is suggested, so political stability, public and personal security, and reduction of crimes and anomalies inside the village and houses, outside the village on roads and virgin areas are more important than other dimensions. In Qanatghistan, environmental aspects like the preservation and expansion of pastures, medicinal plants, water and soil resources, animal life, and new and sustainable energies should be considered. The pattern of development of Rayen and Hossein Abad tourism has a social and cultural format, which includes preserving and expanding customs, the way of holding and organizing celebrations and weddings, mourning, occasions, games, music, dance, show, preservation and expansion of beliefs and cultures and native architecture, preservation of historical buildings (mosques, caravanserais, shrines, castles, tombs, baths); The ideal model for the development of eco-tourism in other villages such as Koirat, Zangi-Abad, Drakhngan, Sar Asiyab, Baghin is an economic and environmental model; Takab and Andohjerd: economic and socio-cultural; And Kashit: physical-spatial and security combined.
Akbar Pourfaraj, Maryam Naghavi,
Volume 11, Issue 42 (1-2023)
Volume 11, Issue 42 (1-2023)
Abstract
Introduction
Agritourism, regarded as a sustainable development strategy for rural communities, is a tool for economic diversification and conserving land resources, agricultural landscapes and cultural assets. The rural areas of Mazandaran Province are a significant agricultural hub of the country due to their abundant capabilities such as soil fertility, vast plains, good climate and sufficient water resources. This province is also known as one of the most visited tourist destinations with mass tourism form in the country. These capabilities are compatible with developing niche tourism, such as agritourism. Therefore, it is necessary for the tourism governance of Mazandaran to combine the activities of the two sectors of agriculture and tourism to encourage and promote agritourism to preserve the region's agricultural lands and agricultural heritage and traditions in order to prevent unsustainable development. However, success in agritourism requires attention to the issue of planning and demand management to attract interested tourists and also understanding why and how the behavioral processes pattern and their travel decisions. Therefore, this study aims to understand the factors affecting the behavioral intentions of tourists towards agritourism in rural areas of Mazandaran Province. In order to understand and explain the decision-making process, the Planned Behavior model was used to examine the attitudes of tourists towards agricultural activities, their subjective norms and perceived behavioral control as determinants of tourists' behavioral intentions. This model provides suitable conditions for obtaining the necessary information and awareness about tourists' specific behaviors and inclinations towards agritourism.
Methodology
This descriptive and quantitative study is based on Partial Least Squares Structural Equation Modeling. The study's statistical population is the tourist who has experience travelling to rural areas of Mazandaran. The number of statistical samples was estimated at 220 people. Data were collected through a web-based questionnaire. The questionnaire consisted of two parts: demographic and specialized questions. Specialized questions included two items for measuring behavioral intention variable (BI), two items for attitude towards agritourism (ATT), three items for subjective norms (SN), three items for perceived behavioral control variable (PBC) and one item for past experience (PE). The validity of the questionnaire was confirmed using content, construct, convergent, divergent and diagnostic validity. Also, its reliability was confirmed by composite reliability and pre-test of 30 questionnaires based on Cronbach's alpha test. Data classification and analysis were performed through SPSS25 and SmartPLS3.3.3.
Discussion and conclusion
Finally, the results showed that the factors of attitude, subjective norms and perceived behavioral control had affected the behavioral intentions of tourists to visit agricultural farms and rural areas in Mazandaran Province. It was also found that tourists with a positive belief and attitude towards agritourism activities are more inclined to visit agricultural and rural environments. Compared to other factors determining behavioral intentions, subjective norms have the greatest impact on the intention to the agricultural and rural environment. In other words, the intention to visit increases when people (such as family, relatives, friends or colleagues) and influential persons in virtual spaces recommend travelling to agricultural destinations in rural areas of Mazandaran Province. According to Hofstede's cultural dimensions (national culture), Iran is ranked as one of the collectivist countries and cultures (41), and therefore the people of our society are more affected by social norms. Furthermore, this study found that perceived behavioral control has a positive effect on the behavioral intentions of tourists to visit the agricultural environment of rural areas in Mazandaran Province. Tourists believe that their confidence in their ability to make such trips, as well as enough money and time for vacations, influences their behavioral intentions to visit the agricultural and rural areas of this destination. Although past experience is effective in the relationship between attitude and behavioral intentions, the past experience of tourists had a moderate effect. In this province, because most of the lands are engaged in agricultural activities, little attention has been paid to agritourism activities. In other words, agritourism is a new sector in this traditional destination. Therefore, the previous experiences of tourists do not include in-depth and participatory experiences in agritourism activities and include items such as entertainment and shopping. It should be noted that tourists in this study had a strong tendency to participate in recreational and entertainment activities and did not want to participate in agritourism activities because most of the tourists in this destination are leisure tourists and are not specialized tourists agritourism. Therefore, creating a brand and a new image of rural areas of Mazandaran as an agritourism destination is recommended.
Agritourism, regarded as a sustainable development strategy for rural communities, is a tool for economic diversification and conserving land resources, agricultural landscapes and cultural assets. The rural areas of Mazandaran Province are a significant agricultural hub of the country due to their abundant capabilities such as soil fertility, vast plains, good climate and sufficient water resources. This province is also known as one of the most visited tourist destinations with mass tourism form in the country. These capabilities are compatible with developing niche tourism, such as agritourism. Therefore, it is necessary for the tourism governance of Mazandaran to combine the activities of the two sectors of agriculture and tourism to encourage and promote agritourism to preserve the region's agricultural lands and agricultural heritage and traditions in order to prevent unsustainable development. However, success in agritourism requires attention to the issue of planning and demand management to attract interested tourists and also understanding why and how the behavioral processes pattern and their travel decisions. Therefore, this study aims to understand the factors affecting the behavioral intentions of tourists towards agritourism in rural areas of Mazandaran Province. In order to understand and explain the decision-making process, the Planned Behavior model was used to examine the attitudes of tourists towards agricultural activities, their subjective norms and perceived behavioral control as determinants of tourists' behavioral intentions. This model provides suitable conditions for obtaining the necessary information and awareness about tourists' specific behaviors and inclinations towards agritourism.
Methodology
This descriptive and quantitative study is based on Partial Least Squares Structural Equation Modeling. The study's statistical population is the tourist who has experience travelling to rural areas of Mazandaran. The number of statistical samples was estimated at 220 people. Data were collected through a web-based questionnaire. The questionnaire consisted of two parts: demographic and specialized questions. Specialized questions included two items for measuring behavioral intention variable (BI), two items for attitude towards agritourism (ATT), three items for subjective norms (SN), three items for perceived behavioral control variable (PBC) and one item for past experience (PE). The validity of the questionnaire was confirmed using content, construct, convergent, divergent and diagnostic validity. Also, its reliability was confirmed by composite reliability and pre-test of 30 questionnaires based on Cronbach's alpha test. Data classification and analysis were performed through SPSS25 and SmartPLS3.3.3.
Discussion and conclusion
Finally, the results showed that the factors of attitude, subjective norms and perceived behavioral control had affected the behavioral intentions of tourists to visit agricultural farms and rural areas in Mazandaran Province. It was also found that tourists with a positive belief and attitude towards agritourism activities are more inclined to visit agricultural and rural environments. Compared to other factors determining behavioral intentions, subjective norms have the greatest impact on the intention to the agricultural and rural environment. In other words, the intention to visit increases when people (such as family, relatives, friends or colleagues) and influential persons in virtual spaces recommend travelling to agricultural destinations in rural areas of Mazandaran Province. According to Hofstede's cultural dimensions (national culture), Iran is ranked as one of the collectivist countries and cultures (41), and therefore the people of our society are more affected by social norms. Furthermore, this study found that perceived behavioral control has a positive effect on the behavioral intentions of tourists to visit the agricultural environment of rural areas in Mazandaran Province. Tourists believe that their confidence in their ability to make such trips, as well as enough money and time for vacations, influences their behavioral intentions to visit the agricultural and rural areas of this destination. Although past experience is effective in the relationship between attitude and behavioral intentions, the past experience of tourists had a moderate effect. In this province, because most of the lands are engaged in agricultural activities, little attention has been paid to agritourism activities. In other words, agritourism is a new sector in this traditional destination. Therefore, the previous experiences of tourists do not include in-depth and participatory experiences in agritourism activities and include items such as entertainment and shopping. It should be noted that tourists in this study had a strong tendency to participate in recreational and entertainment activities and did not want to participate in agritourism activities because most of the tourists in this destination are leisure tourists and are not specialized tourists agritourism. Therefore, creating a brand and a new image of rural areas of Mazandaran as an agritourism destination is recommended.
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