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Ramezanzadehlasboyee M, Samian M. Factors Influencing the Development of Agritourism and Prioritization of Counties in Mazandaran Province Based on Agritourism Potential. serd 2025; 14 (53)
URL: http://serd.khu.ac.ir/article-1-4079-en.html
URL: http://serd.khu.ac.ir/article-1-4079-en.html
1- Department of Tourism Management, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran
2- Department of Tourism Management, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran ,m.samian92@basu.ac.ir
2- Department of Tourism Management, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran ,
Abstract: (31 Views)
Objective: The present study aims to examine the factors influencing the development of agritourism and to prioritize the counties of Mazandaran Province based on their agritourism potential.
Methods: This applied research adopts an exploratory mixed-methods design (qualitative–quantitative) implemented in two phases. In the first phase, to identify and extract factors affecting agritourism development, purposive sampling was used. Based on theoretical saturation, 25 semi-structured interviews were conducted with experts, including university faculty members, researchers, and managers and specialists from the Agricultural Jihad Organization and the Cultural Heritage, Handicrafts and Tourism Organization of Mazandaran Province. Selection criteria included professional experience, research background in agritourism, and familiarity with Mazandaran’s agricultural and tourism capacities. Content analysis using open and axial coding was employed to identify the influencing factors. In the second phase, the TOPSIS multi-criteria decision-making method was used to prioritize Mazandaran counties in terms of agritourism potential.
Results: According to the results, multiple factors contribute to agritourism development, each playing a role in promoting sustainable rural development. Deep semi-structured interviews identified five major components influencing agritourism development in Mazandaran: 1. Economic and infrastructural factors, 2. Socio-cultural factors, 3. Policy and managerial factors, 4. Promotional and educational factors, 5. Environmental and natural factors.
The TOPSIS analysis revealed that among Mazandaran’s 22 counties, five—Amol, Babol, Behshahr, Tonekabon, and Sari—possess very high agritourism potential. Ten counties—including Babolsar, Juybar, Chalous, Ramsar, Fereydunkenar, Qaemshahr, Kelardasht, Mahmudabad, Nur, and Nowshahr—showed high potential. Three counties (Simorgh, Abbasabad, and Neka) were categorized as moderate, while four counties (Savadkuh, North Savadkuh, Galugah, and Miandorud) exhibited low agritourism potential. These findings underscore the need for differentiated planning based on each county’s capacities.
Conclusions: Mazandaran Province accounts for 2.3% of Iran’s cultivated land yet produces 7.8% of the country’s agricultural output—approximately three times the national average. With 218,000 hectares of rice cultivation and 1.187 million tons of paddy production (36.6% of the national area), Mazandaran holds the leading position in rice production. In citrus cultivation, the province ranks fourth in cultivated area (157,000 ha) and second in production (2,800 tons). Given this strong agricultural base, alongside substantial tourism attractions, recognizing the factors influencing agritourism development is essential for formulating effective strategies. Furthermore, prioritizing the counties based on their agritourism potential, as undertaken in this study, can provide valuable guidance for policymakers and planners.
Methods: This applied research adopts an exploratory mixed-methods design (qualitative–quantitative) implemented in two phases. In the first phase, to identify and extract factors affecting agritourism development, purposive sampling was used. Based on theoretical saturation, 25 semi-structured interviews were conducted with experts, including university faculty members, researchers, and managers and specialists from the Agricultural Jihad Organization and the Cultural Heritage, Handicrafts and Tourism Organization of Mazandaran Province. Selection criteria included professional experience, research background in agritourism, and familiarity with Mazandaran’s agricultural and tourism capacities. Content analysis using open and axial coding was employed to identify the influencing factors. In the second phase, the TOPSIS multi-criteria decision-making method was used to prioritize Mazandaran counties in terms of agritourism potential.
Results: According to the results, multiple factors contribute to agritourism development, each playing a role in promoting sustainable rural development. Deep semi-structured interviews identified five major components influencing agritourism development in Mazandaran: 1. Economic and infrastructural factors, 2. Socio-cultural factors, 3. Policy and managerial factors, 4. Promotional and educational factors, 5. Environmental and natural factors.
The TOPSIS analysis revealed that among Mazandaran’s 22 counties, five—Amol, Babol, Behshahr, Tonekabon, and Sari—possess very high agritourism potential. Ten counties—including Babolsar, Juybar, Chalous, Ramsar, Fereydunkenar, Qaemshahr, Kelardasht, Mahmudabad, Nur, and Nowshahr—showed high potential. Three counties (Simorgh, Abbasabad, and Neka) were categorized as moderate, while four counties (Savadkuh, North Savadkuh, Galugah, and Miandorud) exhibited low agritourism potential. These findings underscore the need for differentiated planning based on each county’s capacities.
Conclusions: Mazandaran Province accounts for 2.3% of Iran’s cultivated land yet produces 7.8% of the country’s agricultural output—approximately three times the national average. With 218,000 hectares of rice cultivation and 1.187 million tons of paddy production (36.6% of the national area), Mazandaran holds the leading position in rice production. In citrus cultivation, the province ranks fourth in cultivated area (157,000 ha) and second in production (2,800 tons). Given this strong agricultural base, alongside substantial tourism attractions, recognizing the factors influencing agritourism development is essential for formulating effective strategies. Furthermore, prioritizing the counties based on their agritourism potential, as undertaken in this study, can provide valuable guidance for policymakers and planners.
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