Objective: The most important objective of this research analyses the paradigmatic structure of the emerging tourism enterprises in small areas of Gilan in rural settings.
Methods: The present study, in terms of its objective, is applied, with an interpretive and analytical nature, and in terms of its methodology, it falls into the category of qualitative research. For data analysis, grounded theory and the FBWM (Fuzzy Best-Worst Method) model were employed. Data collection was carried out through both documentary and library studies, as well as interviews and questionnaires. The statistical population includes experts and elites in the field of tourism studies and rural tourism entrepreneurs in the targeted villages. A purposive sampling method (until saturation of results) was used, resulting in a final sample size of 35 participants.
Results: Categories causing rural residents' awareness of tourism jobs, banking credits, and rural interaction networks were found. Categories included informing rural residents, corruption and discrimination mitigation, integrated management, and efficient planning, which were found to be intervening structures. Providing infrastructure in villages, human capital development, reducing bureaucracy, and having flexible regulations were identified as contextual structures. Among the causal structures, the awareness hindering tourism jobs to rural residents had the highest weight (0.321) followed by the integrated management among the intervening structures, also received the highest weight (0.314). Among context structures, providing infrastructure on villages served the highest weight (0.320). In addition, four strategies were developed: meetings among the specialists, experts, and managers from organizations relating tourism with mobilization of small business in villages; an educational workshop held for rural residents to improve businesses and interaction with tourists; studies to research needs and infrastructures of tourism services in Gilan villages with a systematic approach; and support for active tourism businesses. As an outcome of this, three were identified: sustainable tourism in their economic, social, physical, and environmental dimensions in villages; change the direction of rural residents towards rural employment with a focus on tourism; and building a business model of tourism based on lived experiences of rural residents in Gilan.
Conclusions: It is evident that tourism businesses in rural areas have become a global phenomenon entailing multiple factors for responding their very needs to the tourists. Therefore, now it is necessary to understand the way small tourism businesses are being developed, for it deals with resolving such issues as increasing disparity, population explosion, and burgeoning unemployment in the rural setting of Gilan.
