The Role of Agricultural Tourism in Sustainable Rural Development (Case Study: Mazandaran Province)

Document Type : Original Article

Authors

University of Mazandaran, Babolsar, Iran.

Abstract

Purpose- Agritourism provides a sustainable substitute that supports international initiatives to address environmental issues and the increasing depletion of natural resources. The aim of this research is to investigate the role of agricultural tourism in sustainable rural development.
Design/methodology/approach - The present study is a mixed research (qualitative-quantitative) type that was designed in two stages. In the first stage, In order to identify and extract the factors affecting the role of agricultural tourism in sustainable rural development, 18 semi-structured interviews were conducted with experts in this field using purposive sampling method and considering the theoretical saturation index of data. Second stage: In the second stage, in order to ensure the accuracy of the first stage process and observe changes, exploratory factor analysis was performed without any initial division for the factors extracted from the first stage. Exploratory factor analysis and confirmatory factor analysis were used in data analysis. The statistical population of the study at this stage was villages with agricultural tourism potential in the four cities of Tonekabon, Nowshahr, Sari, and Babol, which were selected based on a stratified random sampling method with proportional assignment, with a total of 320 people.
Findings- The results of the second-order confirmatory factor analysis also showed that among the second-order factor loadings, the economic and infrastructure structure (0.94) has the greatest impact, followed by the political and institutional structure (0.87), the social and educational structure (0.76), and the human and climatic structure (0.69) respectively, which have the least impact on the main structure (the role of agricultural tourism in sustainable rural development).
Practical Implications- Since Mazandaran province has high tourism potential, the results of this study can help policymakers to formulate an appropriate program in the field of agritourism in line with the sustainability of rural communities.
Originality/Value- This study works towards sustainable development by providing a complete strategy for the development of agricultural tourism, and this study has attempted to fill the gaps and gaps in previous studies.

Keywords

Main Subjects

References

  1. Addinsall, C., Scherrer, P., Weiler, B., & Glencross, K. (2017). An ecologically and socially inclusive model of agritourism to support smallholder livelihoods in the South Pacific, Asia Pacific. Journal of Tourism Research, 22 (3), 301–315. https://doi.org/10.1080/10941665.2016.1250793.
  2. Adamov, T., Ciolac, R., Iancu, T., Brad, I., Peț, E., Popescu, G., & Șmuleac, L., (2020). Sustainability of agritourism activity. Initiatives and challenges in Romanian mountain rural regions. Sustainability, 12 (6), 2502. https://doi.org/10.3390/%20su12062502.
  3. Ambelu, G., Lovelock, B., & Tucker, H. (2018). Empty bowls: conceptualising the role of tourism in contributing to sustainable rural food security. Sustain. Tourism, 26 (10), 1749–1765. https://doi.org/10.1080/09669582.2018.1511719.
  4. Ammirato, S., & Felicetti, A. (2014). The Agritourism as a means of sustainable development for rural communities: research from the field. J. Interdiscipl. Environ. Stud. 8, 17–29. https://doi.org/10.18848/2329-1621/CGP/v08i01/53305.
  5. Ammirato, S., Felicetti, A. M., Raso, C., Pansera, B. A. & Violi, A. (2020). Agritourism and sustainability: What we can learn from a systematic literature review. Sustainability, 12(22): 9575.https://doi.org/10.3390/su12229575
  6. Ayyildiz, A. Y., & Koc, E. (2024). Promotion of agritourism as a sustainable form of tourism. Rethinking Sustainable Tourism in Geographical Environments: Theory and Practices, 209–219.http://dx.doi.org/10.3389/fsufs.2025.1570767
  7. Baipai, R., Chikuta, O., Gandiwa, E., & Mutanga, C. N. (2022). Critical success factors for sustainable agritourism development in Zimbabwe: a multi-stakeholder perspective. J. Hospital. Tour, 11, 617–631.https://doi.org/10.46222/ajhtl.19770720.246
  8. Baipai, R., Chikuta, O., Gandiwa, E., & Mutanga, C. N. (2024). An assessment of the extent to which agricultural farms meet the requirements for sustainable agritourism in Zimbabwe. Cogent Social Sciences, 10(1), 1-15. https://doi.org/10.1080/23311886.2024.2347015
  9. Ciolac, R., Adamov, T., Iancu, T., Popescu, G., Lile, R., & Rujescu, C. (2019). Agritourism-A Sustainable development factor for improving the ‘health’of rural settlements. Case study Apuseni mountains area. Sustainability, 11(5), 1467. https://doi: 10.3390/su11051467.
  10. Dax, T., Zhang, D., & Chen, Y. (2019). Agritourism initiatives in the context of continuous out-migration: Comparative perspectives for the Alps and Chinese mountain regions. Sustainability, 11 (16), 4418. https://doi.org/10.3390/su11164418.
  11. Dehghani, N., Ahmadi, M. & Farahani, H. (2024). Exposition of the Socio-Economic Impacts of Tourism Development on Local Communities in Rural Areas (Case Study: Baft County). Journal of Research and Rural Planning, 13(2), 1-16. http://dx.doi.org/10.22067/jrrp.v13i2.2311-1094
  12. Dionizi, B., & Kercini, D. (2025). Sustainable business models in agritourism: an opportunity for achieving SDGS and circular economy. Journal Lifestyle SDGs Review, 5(1), 1-17. https://doi.org/10.47172/2965-730X.SDGsReview.v5.n01.pe03957
  13. Fong, S. F., Lo, M. C., & Songan, P. (2017). Self-efficacy and sustainable rural tourism development: Local communities’ perspectives from Kuching, Sarawak. Asia Pacific Journal Tourism Research, 22, 147–159. https://doi.org/ 10.1080/10941665.2016.1208668
  14. Galluzzo, N. (2018). Analysis of staying time in Italian agritourism using a quantitative methodology: the case of Latium region. Journal of Rural Social Sciences, 33 (1). https://egrove.olemiss.edu/jrss/vol33/iss1/3.
  15. Germinario, G.D., Drejerska, N., & Fiore, M. (2023). Agritourism in the context of sustainable rural development. Cases studies of Italian and polish Wineries. conf GTU. https://fair.unifg.it/handle/11369/428107.
  16. Grillini, G., Sacchi, G., Chase, L., Taylor, J., Van Zyl, C.C., Van Der Merwe, P., Streifeneder, T., & Fischer, C. (2022). Qualitative assessment of agritourism development support Schemes in Italy, the USA and South Africa. Sustainability, 14 (13), 7903. https://doi.org/10.3390/su14137903.
  17. Hegarty, C., & Przezborska, L. (2005). Rural and agri-tourism as a tool for reorganising rural areas in old and new member states - a comparison study of Ireland and Poland. International Journal Tourism Research, 7 (2), 63–77. https://doi.org/10.1002/jtr.513.
  18. Jamshidi, O., Sobhani, S. M. J., Hajimirrahimi, S. D. & Nourozi, A. (2017). On the Effects of tourism Development on rural Areas (A case Study of Giayn District, Nahvand County). International Journal of Agricultural Management and Development (IJAMAD), 8(2): 287-297. https://doi:22004/ag.econ.292538
  19. Karampela, S., & Kizos, T. (2018). Agritourism and local development: evidence from two case studies in Greece. International Journal Tourism Research, 20 (5). https://doi.org/10.1002/jtr.2206.
  20. Kataya, A. (2021). The impact of rural tourism on the development of regional communities. Journal of Eastern Europe Research in Business and Economics, 1, 1-10. https:// doi.org/10.5171/2021.652463
  21. Kazlouski, V., Ganski, U., Platonenka, A., Vitun, S., & Sabalenka, I. (2020). Sustainable development modeling of agritourism clusters. Management Theory and Studies for Rural Business and Infrastructure Development, 42(2), 118–127. http://doi: 10.15544/mts.2020.12.
  22. Lal, S.P., Mahendra, A., Rozi, A., & Verma, M. (2023). Origin and history of integrated farming system: few Grassroots experiences and its revival through agro-tourism. Entrepreneurship in Integrated Farming System. Daya Publishing House. First Edition. https://www.researchgate.net/publication/368026557
  23. Lazarieva, O. (2017). Key aspects of agro-tourism development in Ukraine. Herald of Agrarian Science of the Black Sea Region, 4, 25–35. https://visnyk.mnau.edu.ua
  24. Mangwiro, M., Chikuta, O., & Kabote, F. (2025). Agritourism in Southern Africa: a policy analysis. Frontiers Sustainable Tourism, 4, 1501008. https://doi: 10.3389/frsut.2025.1501008
  25. Meraner, M., Heijman, W., Kuhlman, T., Finger, R., (2015). Determinants of farm diversification in The Netherlands. Land Use Pol. 42, 767–780. https://doi.org/ 10.1016/j.landusepol.2014.10.013.
  26. Meraner, M., Polling, B., & Finger, R. (2018). Diversification in peri-urban agriculture: a case study in the Ruhr metropolitan region. Journal Land Use Science, 13 (3), 284–300. https://doi.org/10.1080/1747423X.2018.1529830.
  27. Meraner, M., & Finger, R. (2019). Risk perceptions, preferences and management strategies: evidence from a case study using German livestock farmers. Journal Risk Research, 22 (1), 110–135. https://doi.org/10.1080/13669877.2017.1351476.
  28. Mohammadi, S., & Yaqoubinia, S. (2024). Qualitative Analysis of Obstacles Affecting the Development of Agricultural Tourism in the Rural Areas (Case Study: Zarivar Wetland in Marivan County). Journal of Research and Rural Planning, 13(3), 1-21. http://dx.doi.org/10.22067/jrrp.v13i3.2312-1095.
  29. Nazaripour, M. and zakizadeh, B. (2022). The Effects of the Individual-Level Antecedents on the Intention of Accountants' Whistleblowing by Moderating Organizational and Individual Factors. Journal of Accounting and Social Interests, 12(3), 71-102.‏ https://jaacsi.alzahra.ac.ir/article_6539.html
  30. Ohorodnyk, V., & Finger, R. (2024). Envisioning the future of agri-tourism in Ukraine: from minor role to viable farm households and sustainable regional economies. Journal of Rural Studies, 108, 103283. https://doi.org/10.1016/j.jrurstud.2024.103283
  31. Quendler, E. (2018). CommunalAudit, a guide for municipalities in Austria to foster inclusive and sustainable development. Studies in Agricultural Economics, 120. https://doi.org/10.7896/j.1720.
  32. Quendler, E., Embacher, H., Magnini, V., Plaikner, A., & Stotten, R. (2024) Austria under the auspices of global agritourism values: a narrative literature review. Frontiers in Sustainable Tourism, 3:1513292. https://doi: 10.3389/frsut.2024.1513292
  33. Paniccia, P. M., & Baiocco, S. (2021). Interpreting sustainable agritourism through co-evolution of social organizations. Journal Sustainable Tourism, 29, 87–105. https://doi: 10.1080/09669582.2020.1817046.
  34. Pérez-Olmos, K. N., & Aguilar-Rivera, N. (2021). Agritourism and sustainable local development in Mexico: a systematic review. Environmental Development Sustainable, 23, 17180–17200. https://doi: 10.1007/s10668-021-01413-0
  35. Plzakova, L. (2022). Evaluation of investments in the tourism sector with a local focus. Evaluation and Program Planning, 94, 102151. https://doi.org/10.1016/j.evalprogplan.2022.102151
  36. Popescu, C. A., Iancu, T., Popescu, G., Adamov, T., & Ciolac, R. (2023). The impact of agritourism activity on the rural environment: findings from an authentic agritourist area Bukovina, Romania. Sustainability, 15:10294. https://doi: 10.3390/su151310294
  37. Sakharam Kale, B. (2025). Economic Contributions Of Agri-Tourism To Rural Development. Young Researcher, 14(1): 1-6. https://doi.org/10.5281/zenodo.14856450
  38. Sennimalai, S., Rao, B.V., & Sivakumar, S. (2025). Exploring the supply side dynamics of agritourism in Tamil Nadu. Frontiers in Sustainable Tourism, 4:1498749. https://doi: 10.3389/frsut.2025.1498749.
  39. Streifeneder, T., & Dax, T. (2020). Agritourism in Europe: Enabling Factors and Current Developments of Sustainable On-Farm Tourism in Rural Areas. Global Opportunities and Challenges for Rural and Mountain Tourism, 2nd ed., 40-58. https://doi.org/10.4018/978-1-7998-1302-6.ch003
  40. Torabi, Z. A., Rezvani, M. R., Ahmadi, H. & Davani, P. (2025). Bibliometric analysis of pro-environmental tourist behavior in rural tourism studies. Journal of Research and Rural Planning, 14(1), 23-44.https://dx.doi.org/10.22067/jrrp.v14i1.2502-1122
  41. Van Zyl, C. C., & van Der Merwe, P. (2021). The motives of south African farmers for offering agritourism. Open Agriculture, 6(1), 537-548. https://doi: 10.1515/opag-202 1-0036.
  42. Van der Ploeg, J.D., & Roep, D. (2003). Multifunctionality and rural development: the actual situation in Europe. In: van Huylenbroeck, G., Durand, G. (Eds.), Multifunctional Agriculture. A New Paradigm for European Agriculture and Rural Development. Ashgate, 37–54.https://research.wur.nl/en/publications/multifunctionality-and-rural-development-the-actual-situation-in-
  43. Vroege, W., Meraner, M., Polman, N., Storm, H., Heijman, W., & Finger, R. (2020). Beyond the single farm - a spatial econometric analysis of spill-over effects in farm diversification in The Netherlands. Land Use Pol, 99, 105019. https://doi.org/ 10.1016/j.landusepol.2020.105019.
  44. Wang, J., Xia, L., Zhou, F., Chen, C., & Zhu, Q. (2023). Impacts of the integrated development of agriculture and tourism on sustainable development of agriculture Based on provincial data of China from 2008 to 2019. Polish Journal Environmental Student, 32(4), 3825–3843. https://doi.org/10.15244/pjoes/163566
  45. Whitt, C., Low, S. A., & Van Sandt, A. (2019). Agritourism allows farms to diversify and has potential benefits for rural communities. Amber waves: The economics of food, farming, natural resources, and rural America, 2019 (10). https://doi: 10.22004/ag.econ.302882
  46. Yusuf, E. S., & Wulandari, S. (2023). Agritourism development: Designing an effective model for sustainable growth, in BIO Web of Conferences (Les Ulis, France: EDP Sciences), 04023.https://www.frontiersin.org/journals/sustainable/tourism/articles/10.3389/frsut.2025.1576829/full
Send comment about this article
CAPTCHA Image

Files

History

  • Receive Date: 09 July 2025
  • Revise Date: 05 August 2025
  • Accept Date: 17 August 2025

Share

How to cite

Statistics