Abstract:
The main purpose of this study was to investigate t
he strengths, weaknesses,
opportunities, and threats of rural tourism in East
Azarbaijan Province of Iran. To fulfill
this objective, SWOT model analysis with Delphi tec
hnique was used as a method of
refining group opinions and substituting computed c
onsensus for an agreed-upon
majority opinion. Findings indicated that favorable
climate conditions, environmental
potential, natural, historical and cultural tourism
zones are the most important strengths,
while lack of information and promotional activitie
s to introduce rural tourism
attractions and limited education and training of t
he villagers in how to deal with the
tourists are the main weaknesses. Also, the most im
portant opportunities include an
increasing tendency to use nature for calmness and
recreational activities, a growing
attention by province management toward rural touri
sm, and investment in folklore such
as music, local and traditional dress, Cultural Her
itage, Handicraft, and Tourism
Organization's efforts to rehabilitate and repair h
istoric and cultural buildings, an
increasing interest to visit the rural tourism area
s, employment in tourism-related
activities in rural areas, and appropriate legislat
ion for the development of rural tourism.
On the other hand, destruction and gradual extincti
on of plant and animal species caused
by tourists' intervention, demolition of historic v
illages, lack of attention to rural tourism
by extension and rural sector in the Ministry of Ji
had-e-Agriculture, lack of or limited
service providers or travel agents to visit rural a
reas, waste emissions and environmental
damages are the main threats in this study.
Keywords:
Development, Economic diversification, Group opinio
ns, Tourism industry, Tourism
planning.