Investigation of Rural Tourism in East Azarbaijan P rovince of Iran Utilizing SWOT Model and Delphi Technique

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.