Economy

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Objective: Agricultural tourism can create a new communication space and utilize existing resources in rural areas, not only strengthening the local economy but also providing a means to protect agricultural lands against the encroachment of large retailers and global food chains. Given the importance of this topic, the present study aims to examine the factors influencing the development of agricultural tourism in the rural areas of the central district of Ardabil County.
Research Methodology: This research is applied in terms of its objective and falls under descriptive-analytical studies in terms of its nature and method. Data collection was conducted through both library and field methods. The statistical population included heads of households benefiting from agricultural lands. Structural equation modeling was employed for data analysis. The sample size was estimated at 380 individuals using Cochran’s formula, and simple random sampling was conducted in each village.
Research Findings: A total of 67 components were used to examine the topic, of which seven components were removed from the model due to insufficient adequacy. The results of the initial evaluation of the measurement model indicate that the model is appropriate. The results of the structural model reveal a significant structural relationship between the development of agricultural tourism and the factors influencing it. The findings show that the highest factor loading is associated with the components of organizing cultural-recreational festivals, improving street lighting, diversifying crop patterns, and product branding. The highest t-value of 43.961 in the structural model pertains to the relationship between agricultural tourism development and socio-cultural factors.
 

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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.