Analyzing the Pattern of Creative Rural Tourism in the Target Villages of Kermanshah Province

Document Type : Original Article

Authors

1 Razi University, Kermanshah, Iran

2 Baskent University, Ankara, Turkey,

10.22067/jrrp.v14i2.2502-1124

Abstract

Purpose- In today's world, where the trend of tourism has changed from mass to individualistic patterns and tourists give more priority to flexibility and meaningful experiences, creative tourism is a new and interesting aspect in the field of tourism, where more attention is paid to tangible heritage to intangible heritage. From the point of view of the villagers, creative tourism means that the residents are passionate and proud of the cultural, natural, and physical environment of the village, evaluate the effects of tourism positively, and accept participation in tourism development programs, to finally be a suitable host in the relationship. To achieve this kind of tourism, various factors are effective in realizing this. The purpose of this study is to investigate the role of behavioral and environmental factors in villagers' hospitability in tourism target villages of Kermanshah province with the structural equation analysis approach.
Design/methodology/approach- Questionnaires were randomly distributed among residents. The statistical population of the research is 14 tourism target villages of Kermanshah province, which according to the census of 2016 (According to the latest population and housing census in Iran) has a population equal to 10039 people, and the size of the studied sample was estimated to be 380 people based on the Cochran formula. Also, an average of 10 domestic and foreign tourists from each village filled out questionnaires, resulting in a total of 140 questionnaires.
Finding- The results showed that the effect of the behavioral factor on hosting was greater. In the sense that the perception, attitude, and participation of villagers will be good predictors for the realization of creative hosting. Also, the results showed that the highest average acceptance of host was in the villages Considering the geographical and environmental conditions and tourism of Shamshir, Harir and Hajij, which had the best condition.

Keywords

Main Subjects

References

  1. Ali, F., Ryu, K., & Hussain, K. (2016). Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing, 33(1), 85-100. https://doi.org/10.1080/10548408.2015.1038418
  2. Aliyari, V., Sharifzadeh, M. and Aliyari, N. (2020). Investigating the Host Community Support for Rural Tourism Development (Case Study: Central District of Firoozabad County). Journal of Research and Rural Planning, 9(2), 17-33. (In Persian) https://doi.org/10.22067/jrrp.v9i2.79686
  3. Asmelash, A. G., & Kumar, S. (2019). The structural relationship between tourist satisfaction and sustainable heritage tourism development in Tigrai, Ethiopia. Heliyon, 5(3), 13-35. https://10.1016/j.heliyon.2019.e01335
  4. Chen, C. F., & Chou, S. H. (2019). Antecedents and consequences of perceived coolness for Generation Y in the context of creative tourism-A case study of the Pier 2 Art Center in Taiwan. Tourism Management, 72, 121-129. https://10.1016/j.tourman.2018.11.016
  5. Chen, Z., Chen, X., & Mak, B. (2021). The hybrid discourse on creative tourism: illuminatingthe value creation process. International Journal of Culture, Tourism and Hospitality Research, 15(4), 547-564. https://10.1108/IJCTHR-07-2020-0138
  6. Cherifi, B., Smith, A., Maitland, R., & Stevenson, N. (2014). Destination images of non-visitors. Annals of Tourism Research, 49, 190-202. https://doi.org/10.1016/j.annals.2014.09.008
  7. Chhabra, D. (2010). How they see us: Perceived effects of tourist gaze on the Old Order Amish. Journal of Travel Research, 49(1), 93–105. https://10.1177/0047287509336475
  8. Cole, S. (2007). Beyond authenticity and commodification. Annals of Tourism Research, 34(4), 943–960. https://doi.org/10.1016/j.annals.2007.05.004
  9. Deng, X. Y. (2010). On tourism exploitation of intangible cultural heritage resource: From the theory of perspective of constructivism authenticity. Guizhou Ethnic Studies, 31(02), 90–95.
  10. Duxbury, N., Bakas, F. E., Vinagre de Castro, T., & Silva, S. (2021). Creative TourismDevelopment Models towards Sustainable and Regenerative Tourism. Sustainability, 13(1), 2. https://doi.org/10.3390/su13010002
  11. Erul, E., Woosnam, K. M., & McIntosh, W. A. (2020). Considering emotional solidarity and the theory of planned behavior in explaining behavioral intentions to support tourism development. Journal of Sustainable Tourism, 28(8), 1158-1173. https://doi.org/10.31822/jomat.2025-10-2-185
  12. Fu, H., Ye, B., & Xiang, J. (2016). Reality TV, audience travel intentions, and desti- nation image. Tourism Management, 55, 37-48. http://dx.doi.org/10.1016/j.tourman.2016.01.009
  13. Gannon, M., Rasoolimanesh, S. M., & Taheri, B. (2020). Assessing the mediating role of residents’ perceptions toward tourism development. Journal of Travel Research, (In press). https://doi.org/10.1177/0047287519890926
  14. - Grunewald, R. D. A. (2002). Tourism and cultural revival. Annals of Tourism Research, 29(4), 1004–1021. https://10.1016/S0160-7383(02)00005-1
  15. Huhmarniemi, M., Kugapi, O., Miettinen, S., & Laivamaa, L. (2021). A sustainable future for creative tourism in Lapland. In Creative tourism: Activating cultural resources and engaging creative travellers(pp. 239-253). Wallingford UK: CABI. https://doi.org/10.1079/9781789243536.0030
  16. Hung, W. L., Lee, Y. J., & Huang, P. H. (2016). Creative experiences, memorability and revisit intention in creative tourism. Current Issues in Tourism, 19(8), 763-770. https://doi.org/10.1080/13683500.2013.877422
  17. Isa, S. M., Ariyanto, H. H., & Kiumarsi, S. (2020). The effect of place attachment on visitors’ revisit intentions: evidence from Batam. Tourism Geographies, 22(1), 51-82. https://doi:10.1080/14616688.2019.1618902
  18. Kim, S., Park, J. H., Lee, D. K., Son, Y. H., Yoon, H., Kim, S., & Yun, H. J. (2017). The impacts of weather on tourist satisfaction and revisit intention: A study of South Korean domestic tourism. Asia Pacific Journal of Tourism Research, 22(9), 895–908. https://1080/10941665.2017.1357640
  19. Li, B., Mi, Z., & Zhang, Z. (2020). Willingness of the new generation of farmers to participate in rural tourism: The role of perceived impacts and sense of place. Sustainability, 12(3), 766-775. https://doi.org/10.3390/su12030766
  20. Li, W. (2006). Community decision making participation in development. Annals of Tourism Research, 33(1), 132–143. https://10.1016/j.annals.2005.07.003
  21. Lopes, , Leitão, J., & Gallego, J. R. (2022). Place-linked products and creative tourism in Iberian regions. In Tourism Entrepreneurship in Portugal and Spain: Competitive Landscapes and Innovative Business Models(pp. 137-179). Cham: Springer International Publishing.‏ https://link.springer.com/chapter/10.1007/978-3-030-89232-6_8
  22. Rahimi, Y., Ghanbari, Y., & Barghi, H. (2020). The effect of environmental-behavioral factors on creative tourism achievement in tourism target villages of Isfahan province. Journal of Tourism Planning and Development, 9(32), 1-18. (In Persian) https://tourismpd.journals.umz.ac.ir/article_2671_en.html?lang=en
  23. Rasoolimanesh, S. M., Ringle, C. M., Jaafar, M., & Ramayah, T. (2017). Urban vs. rural destinations: Residents’ perceptions, community participation and support for tourism development. Tourism Management, 60, 147-158. https://10.1016/j.tourman.2016.11.019
  24. Reisinger, Y., & Steiner, C. J. (2006). Reconceptualizing object authenticity. Annals of Tourism Research, 33(1), 65–86. https://doi.org/10.1016/j.annals.2005.04.003
  25. Richard, G. (2020). Designing creative places: The role of creative tourism. Annals Of Tourism Research, 85, 1-11. https://doi.org/10.1016/j.annals.2020.102922
  26. Sangchumnong, A. (2018). Development of a sustainable tourist destination based on the creative economy: A case study of Klong Kone Mangrove Community, Thailand. Kasetsart Journal of Social Sciences. https://10.1016/j.kjss.2018.02.002
  27. Stylidis, D., Sit, J., & Biran, A. (2016). An exploratory study of residents' perception of place image: The case of Kavala. Journal of Travel Research, 55(5), 659- 5. https://doi.org/10.1177/0047287514563163
  28. Sun, M., Ryan, C., & Pan, S. (2015). Using Chinese travel blogs to examine perceived destination image: The case of New Zealand. Journal of Travel Research, 54(4), 543-555. https://doi.org/10.1177/0047287514522882
  29. 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://jrrp.um.ac.ir/article_46898.html
  30. Tuan, Y. F. (1977). Space and Place: The Perspective of Experience. Minneapolis: University of Minneapolis Press. https://www.eiu.edu/tarble/Yi_Fu_Tuan_Space_and_Place.pdf
  31. Vazin,N., Zamani Alavijeh, F(2023). A Study of Demand and Supply of Agritourism Activities (Case Study: Rural Areas of Semirom County, Iran). Journal of Research and Rural Planning, 12(1), 1-18. (In Persian) https://jrrp.um.ac.ir/article_43255.html
  32. Wang, Y. (2007). Customized authenticity begins at home. Annals of Tourism Research, 34(3), 789–804. https://doi.org/10.1016/j.annals.2007.03.008
  33. Yang, L., & Wall, G. (2009). Ethnic tourism: A framework and an application. Tourism Management, 30(4), 559–570. https://doi.org/10.1016/j.tourman.2008.09.008
  34. Zhang, Y., & Xie, P. F. (2019). Motivational determinates of creative tourism: A case study of Albergue art space in Macau. Current Issues in Tourism, 22(20), 2538-2549.‏ https://doi.org/10.1080/13683500.2018.1517733
  35. Zhou, B., Zhang, J., Zhang, H., & Ma, J. (2015). A structural model of host authenticity. Annals of Tourism Research, 55, 28-45.‏ https://doi.org/10.1016/j.annals.2015.08.003 
Send comment about this article
CAPTCHA Image

Files

History

  • Receive Date: 20 June 2025
  • Revise Date: 20 July 2025
  • Accept Date: 06 September 2025

Share

How to cite

Statistics