Exploring the Link Between Place Attachment and the Proliferation of Second Homes in Rural Tourism Destinations: Evidence from Mazandaran, Iran

Document Type : Original Article

Authors

Mehdi Ramezanzadeh Lasboyee

Mehri Donyavi

University of Mazandaran, Babolsar, Iran.

10.22067/jrrp.v15i3.2608-1180

Abstract

Purpose- This study examines the relationship between place attachment and the proliferation of second homes in rural tourism destinations, focusing on Mazandaran Province, Iran. It specifically investigates the effects of place dependence, place identity, social bonding, and nature bonding on place attachment and the effect of place attachment on second-home tourism.
Design/Methodology/Approach- The study uses a quantitative, descriptive-analytical approach. Data were collected from second-home owners in Mazandaran Province. 404 completed questionnaires were obtained through snowball sampling. Data were analyzed with Smart PLS 4.
Findings: The results show that place identity, social bonding, and nature bonding have significant positive effects on place attachment, while place dependence has no significant effect. Nature bonding is the strongest predictor of place attachment. Place attachment also has a strong positive effect on second-home tourism. Overall, emotional, social, and nature-based connections are more influential than purely functional relationships.
Research Limitations/Implications- The main limitations are the lack of a complete sampling frame for second-home owners and the study's focus on one province. Future research should compare different rural and coastal destinations and examine factors such as the duration and frequency of second-home use, environmental changes, and relationships with host communities.
Practical Implications- Destination managers should emphasize Mazandaran's natural and cultural assets, protect natural landscapes, strengthen interaction between second-home owners and local communities, and develop marketing strategies based on emotional and experiential values rather than focusing only on functional amenities.
Originality/Value- The study's originality lies in examining the functional, symbolic, social, and nature-based dimensions of place attachment simultaneously and linking them to second-home tourism in a rural Iranian context. The finding that nature bonding is the strongest predictor, while place dependence is not significant, provides a distinctive contribution to understanding second-home demand.

Keywords

Place attachment

Second-home tourism

Rural tourism

Mazandaran

Subjects

• Rural Studies

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