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Abdul Majid Ahmadi,
Volume 11, Issue 41 (12-2022)
Abstract

Introduction
Benefiting from geo-tourism to set up small and diverse businesses in villages is a type of sustainable tourism which requires quantitative and qualitative coordination. Also, the business environment of the villages should have a competitive atmosphere and the necessary platforms and infrastructures so that the villages can achieve economic benefits. Based on this, the present research seeks to identify the most critical obstacles and problems preventing the rural areas around Zarivar wetland from realizing the potential f this geo-tourism site in the direction of economic diversification and find practical solutions to the problems. Despite the high potential of the Zarivar wetland and the pristine natural environment around it, Geotourism in this rural area has yet to be promoted and play a role in the preservation of the wetland and the economic and social development of the villages around it.

Methodology
the data was collected through a survey method, and a purposive method was used to select samples. The sample was from the officials, tourism and development managers of the region, villagers, councils and experts of five villages adjacent to the Zarivar wetland (Dare Tefi, Nei, Kanisanan, Kani Safid, Yengijeh), academic specialists and researchers with research experience related to the impact of Zarivar Wetland on the regional economy, private sector investors in the tourism sector of Zarivar wetland, owners of temporary small businesses related to tourism and tourists visiting Zarivar wetland and the input to the studied villages were collected and analyzed in the qualitative part with the grounded theory technique and in the quantitative part with the factor analysis method.

Discussion and conclusion
The results showed that the four main factors are management inadequacies, weak planning and lack of services and facilities needed for economic diversification and geo-tourism development, weakness in providing financial resources and the security atmosphere prevailing in the studied border villages, social failures and inappropriate business environment, and the weakness in marketing and education and the lack of demand, are the most significant obstacles and challenges in diversifying the economy of the villages on the edge of the Zarivar wetland through the expansion of geo-tourism. Meanwhile, the first factor, that is, management inadequacies, weak planning and lack of required services and facilities with the most significant number of accumulated indicators or obstacles and the highest specific value, were recognized as the most essential and effective obstacles. In fact, in these border and isolated villages, due to the numerous weaknesses of the economic and social structures, the government institutions and their management and planning situation create the environment for economic activity and utilization of resources. The formed factors show important points, the most important of which can be mentioned in the economic diversification sector, the importance of creating a suitable business environment in the region. An environment that not only has infrastructural, managerial and financial weaknesses but also is not in a satisfactory state in terms of social and supporting values ​​needed to move towards setting up and supporting new tourism businesses. which is rooted in the villagers' poverty. Eventually, it is necessary to form a single working group under the supervision of the governor of Marivan County, composed of all the organs and organizations related to the development of the villages on the edge of the Zarivar wetland and with the presence of representatives of the local people, and matters related to the development plan, coordinate and follow up geo-tourism and related businesses in this region. There is a need to change the perspective of threat management in securing this border region into an opportunity-oriented perspective, and in addition to protecting the border with new methods, take advantage of the Zarivar wetland and starting the businesses related to it for the development of these border villages should be considered alongside with moving towards sustainable security. Also, Changing the view of regional development and tourism managers to a systemic view in tourism management and then changing the procedure in emphasizing the development of mass tourism in the Zarivar wetland and giving importance to the city of Marivan towards emphasizing the expansion of tourism with geo-tourism and other particular motives (sports, rural, adventure tourism, etc.) and also, attention to the villages on the edge of the wetland In order to be present in the tourism market of the region is very necessary for these villages.

 


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