Volume 14, Issue 53 (Fall 2025)
serd 2025, 14(53): 103-124 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
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) : 6
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: (3400 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.
Article number: 6
References
1. An, W., & Alarcón, S. (2020). How can rural tourism be sustainable? A systematic review. Sustainability, 12(18), 7758. [DOI:10.3390/su12187758]
2. Armaghan, S. (2019). Socio-cultural indicators in the sustainability of tourism in the villages of Noor County. Quarterly Journal of Rural Development Strategies, 6(3), 347-362. (in Persian). [DOI:10.22048/rdsj.2020.169619.1776]
3. Bahatta, K., Itagaki., & Ohe, Y. (2019). Determinant Facyors of Farmer's Willingness to Start Agritourism in Rural Nepal. Journal of Agricultural Extension and Rural Development. 4(1). 146-167. http://dx.doi.org/10.1515/opag-2019-0043
4. Baipai, R., Chikuta, O., Gandiwa, E., & Mutanga, C. N. (2023). A framework for sustainable agritourism development in Zimbabwe. Cogent Social Sciences, 9(1), 2201025. [DOI:10.1080/23311886.2023.2201025]
5. Bastenegar, M. (2023). Development of Agritourism in the Wetland City of Bandar Khamir Using Strategic Analysis of SOAR. Journal of Cultural Tourism, 4(13), 24-33. (in Persian). [DOI:10.22034/toc.2023.394621.1118]
6. Brandth, B., & Haugen, S.M. (2011), Farm diversification into tourism implications for social identity?. Journal in Rural Studies, 27(1), 35-44. http://dx.doi.org/10.1016/j.jrurstud.2010.09.002
7. Calina, A., Calina, J., & Iancu.T. (2017). Research regarding the implementation, Development and impacy of Agri-tourism on Pomania's Rural areas between 1990 and 2015. Environ.Eng. Manage. 16.157-168. http://dx.doi.org/10.30638/eemj.2017.018
8. Cheng, C.H., & Lin, Y. (2002). Evaluating the best main battle tank using fuzzy decision theory with linguistic criteria evaluation. European Journal of Operational Research, 142, 174-186. http://dx.doi.org/10.1016/S0377-2217(01)00280-6
9. Ciolac, R., Rujescu, C., Constantinescu, S., Adamov, T., Drago I.M., & Lile, R. (2019). Management of a tourist Village establishment in mountainous area through analysis of costs and incomes. Sustainability, 9, 875. http://dx.doi.org/10.3390/su9060875
10. Elshaer, I.A., Azazz, A.M., Ameen, F.A., & Fayyad, S. (2022). Agritourism and peer-to-peer accommodation: A moderated mediation model. Agriculture, 12(10), 1586. [DOI:10.3390/agriculture12101586]
11. Gheynaghi, E., Fallah, Z., Bahlake, T., & Askari, A. (2024). Factors Influencing the Development of Entrepreneurial Opportunities in Tourism: A Study of Equestrian Centers. Journal of Studies in Entrepreneurship and Sustainable Agricultural Development, 11 (4), 105-124. (in Persian). [DOI:10.22069/jead.2024.22820.1855]
12. Hollas, C., Chase, L., Conner, D., Dickes, L., Lamie, R., Schmidt, C. & Quella, L. (2021). Factors related to profitability of agritourism in the unitedstates: results from a national survey of operators. Sustainability, 13(23), 13334. [DOI:10.3390/su132313334]
13. Icoz, O., Pirnar, I., & Gunlu, E. (2012). The agritourism potential of the Aegean region. [Online]. Available. https://www.researchgate.net/publication/228463998
14. Kardaras, D.K., Karakostas, B., & Mamakou, X.J. (2013). Content presentation personalisation and media adaptation in tourism web sites using Fuzzy Delphi Method and Fuzzy Cognitive Maps. Expert Systems with Applications, 40, 2331-2342. [DOI:10.1016/j.eswa.2012.10.031]
15. Karpishe, L., & Aliyari, M. (2024). Solutions and challenges of agricultural tourism in poverty alleviation and promotion of sustainable development in rural communities. Geography and Human Relations, 7(2), 464-481. (in Persian). [DOI:10.22034/gahr.2024.493671.2327]
16. Kaswanto, N.N. (2015). Land suitability for agrotourism through agriculture, tourism, beautification and amenity (ATBA) method. Procedia Environmental Sciences, 24, 35-38. http://dx.doi.org/10.1016/j.proenv.2015.03.006
17. Keeney, S., Hasson, F., & McKenna, H.P. (2001). A critical review of the Delphi technique as a research methodology for nursing. Internatinal Journal of Nursing Study, 38(2), 195-200. http://dx.doi.org/10.1016/S0020-7489(00)00044-4
18. Liu, J., Cheng, H., Jiang, D., & Huang, L. (2019). Impact of climate-related changes to the timing of autumn foliage colouration on tourism in Japan. Tourism Management, 70, 262-272. [DOI:10.1016/j.tourman.2018.08.021]
19. Lupi, C., Claudio, V., Mastronardi, L., Giannelli, A., & Scardera, A. (2017). Exploring the features of agritourism and its contribution to rural development in Italy. Land Use Policy. 64, 383-390. http://dx.doi.org/10.1016/j.landusepol.2017.03.002
20. Mahmoudi, M., Chizari, M., Kalantari, K., & Roknadin Eftekhari, A. (2022). Investigating Some of the Factors Affecting Agritourism Development in the Citrus Gardens (Studied Case: Caspian Sea Coastal Provinces). Tourism Management Studies, 17(57), 79-111. (in Persian). [DOI:10.22054/tms.. 2021.33799.1975]
21. Mododi Arkhudi, M., Ferdowsi, S., & Rahimi Taghanaki, N. (2025). Analyzing and Explaining the Factors of Agricultural Tourism Development in Rural Areas (Rural Areas of Saman County as a Case Study). Journal of Geography and Planning, 28 (90), 329-343. (in Persian). http//doi.org/10.22034/gp.2024.59093.3200
22. Mododi Arkhudi, M., Ferdowsi, S., & Najafi, E. (2024). Factors Affecting Tourism Marketing in Rural Areas (Rural Areas of Qaenat County as a Case Study). Journal of Studies in Entrepreneurship and Sustainable Agricultural Development, 11 (1), 101-124. (in Persian). [DOI:10.22069/jead.2023.21802.1763]
23. Mohammadi, K., Mohammadzadeh Nasirabadi, M., & Sharghi, T. (2020). Identifying and Investigating Factors Affecting Sustainable Development of Rural Tourism (Case Study: Zarrabad Village, East Alamut Section of Qazvin). Rural Development Strategies. 6(4). 427-443. (in Persian). [DOI:10.22048/rdsj.2020.204571.1820]
24. Mousazadeh, H., Ghorbani, A., Azadi, H., Almani, F. A., Zangiabadi, A., Zhu, K., & Dávid, L. D. (2023). Developing Sustainable Behaviors for Underground Heritage Tourism Management: The Case of Persian Qanats, a UNESCO World Heritage Property. Land, 12(4), 808. https://www.mdpi.com/2073-445X/12/4/808
25. Mullen, P. (2003). Delphi: myths and reality. Journal of Health Organisation and Management, 17(1), 37-52. [DOI:10.1108/14777260310469319]
26. Murry, T. J., Pipino, L. L., & Gigch, J. P. (1985). A pilot study of fuzzy set modification of Delphi. Human Systems Management, 5(1), 76-80. [DOI:10.3233/HSM-1985-5111]
27. Nematpour, M. & Khodadadi, M. (2020). Farm tourism as a driving force for socioeconomic development: a benefits viewpoint from Iran. Current Issues in Tourism. 24(2), 247-263. http://dx.doi.org/10.1080/13683500.2020.1711712
28. Panahi, S.M., Pourkarimi, J., & Ramezan, M. (2018). Presentation of the Professional Competency Model of Research Managers in Research-Based Organizations. Organizational Resource Management Research, 8(1). 23-46. (in Persian).
29. https://dor.isc.ac/dor/20.1001.1.22286977.1397.8.1.4.6
30. Parvar, F., & Khorshid, S. (2024). Presenting a model of drivers of agricultural tourism development with a sustainable development approach (case study: villages in Dorud County, Lorestan Province). Quarterly Journal of Rural and Sustainable Development of Space, 5(3), 103-78. (in Persian). [DOI:10.22077/vssd.2024.6708.1203.]
31. Pourfaraj A., & Naghavi, M. (2023). Determinants of Behavioral Intentions of Agritourists in Rural Areas of Mazandaran Province. 11(42),253-277. (in Persian).
32. Putritamara, J.A., Azizah, S., & Ningsih, U.W. (2020). Rebranding Model of Dairy Cattle Agro Tourism in Malang, Indonesia. Technium Soc. Sci. J., 12, 113. http://repository.ub.ac.id/id/eprint/190026
33. Roman, M., Roman, M., & Prus, P. (2020). Innovations in agritourism: Evidence from a region in Poland. Sustainability, 12(12), 48-58. [DOI:10.3390/su12124858]
34. Salaripour, A.A., Alizadeh Jorkouyeh, F., Faridi Fashtami, A., & Yousefi Matek, H.R. (2022). Identify the Capacity to Develop Rural Business and Creative Work through Agrotourism (Case Study: Hendekhaleh Village). Tourism and Leisure Time Journal, 7(13), 21-36. (in Persian). [DOI:10.22133/tlj.2022.336228.1041]
35. Shirmohammadi, Y., & Choubdar, I. (2023). The effect of proactive and reactive dual strategies on entrepreneurship and performance improvement of agritourism businesses. Entrepreneurship Strategies in Agriculture, 10(19), 27-40. (in Persian). http://dx.doi.org/10.61186/jea.10.19.27
36. Soleiman Nezad, R., Alibeigi, A., & Salehi, L. (2023). Assessing the status of agricultural tourism in western Mazandaran in terms of sustainability. Bi-Quarterly Journal of Rural Extension and Development Research, 1(1), 169-193. (in Persian). [DOI:10.30470/jrdes.2023.708016]
37. Soleiman Nezad, R., Alibeigi, A., & Salehi, L. (2021). The potential of the west of Mazandaran province for sustainable development of agricultural tourism. Quarterly Scientific and Research Journal of Tourism Planning and Development, 10(39), 79-112. (in Persian). [DOI:10.22080/jtpd.2022.22191.3600]
38. Soleiman Nezad, R., Alibeigi, A., & Salehi, L. (2021). Analysis of stakeholders in the sustainable development of agricultural tourism in Western Mazandaran province. Quarterly Journal of Rural Research, 12(4), 662-683. (in Persian). [DOI:10.22059/jrur.2022.330327.1672]
39. Thompson, M. (2020). Farmers' markets and tourism: Identifying tensions that arise from balancing dual roles as community events and tourist attractions. Journal of Hospitality and Tourism Management, 45, 1-9. [DOI:10.1016/j.jhtm.2020.06.016]
40. Tseng, M. L., Chang, C. H., Wu, K. J., Lin, C. W.R., Kalnaovkul, B., & Tan, R. R. (2019). Sustainable agritourism in Thailand: Modeling business performance and environmental sustainability under uncertainty. Sustainability, 11(15), 4087. [DOI:10.3390/su11154087]
41. Vazin, N., Sadeghi, A., & Barati, Z. (2024). Locating villages suitable for agricultural tourism development (case study: Semirom County). Journal of Spatial Planning, 14(3), 30-1. (in Persian). [DOI:10.22108/sppl.2024.141052.1781]
42. Wojcieszak-Zbierska, M. M., Jęczmyk, A., Zawadka, J., & Uglis, J. (2020). Agritourism in the era of the coronavirus (COVID-19): A rapid assessment from Poland, Agriculture, 10(9), 1-19. http://dx.doi.org/10.3390/agriculture10090397
43. Wu, Ch. & Fang, W. (2011). Combining the Fuzzy Analytic Hierarchy Process and the Fuzzy Delphi Method for Developing Critical Competences of Electronic Commerce Professional Managers. Qual Quant, 45 (4), 45, 751-768. http://dx.doi.org/10.1007/s11135-010-9425-6
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
