Village and Development

Village and Development

Evaluation and Analysis of Tourism in Rural Tourism Destinations in Isfahan Province with an Emphasis on Slow Tourism ​

Document Type : Original Article

Author
A. Hajarian
Post PhD in Geography and Rural Planning, University of Isfahan, Isfahan, Iran.
10.30490/rvt.2024.364364.1567
Abstract
Introduction
In recent years, rural areas in Iran have been neglected in terms of development, with a focus on agriculture as the only means of progress. This has led to a lack of understanding among visitors about what rural areas offer as tourist destinations. The absence of a strong tourism brand for these destinations hinders potential tourists from forming a connection and incentive to visit. Due to the lack of investment and development in rural tourism services and facilities in Isfahan province, this study aims to prioritize key factors in branding rural destinations in the region. The main research question focuses on identifying the most effective variables in the slow tourism brand model for rural destinations in Isfahan province.
Materials and Methods
This study is practical in purpose and uses a descriptive-analytical method. The statistical population consists of tourists from 19 selected villages in Isfahan province. A sample size of 384 households was selected using a systematic random method. Data was collected through questionnaires, interviews, and observations.
Results and Discussion
Analysis of responses from tourists indicates that the slow tourism product in Isfahan province falls below satisfactory levels in various dimensions, including historical-cultural components, natural resources, leisure, hospitality, environment, accessibility, acceptance, services, and value for money. The decision-making level component shows a satisfactory level, while other components of the slow tourism process do not meet desired standards.
Conclusions
To enhance the tourism brand of rural destinations in Isfahan province, destination management organizations and planners must understand the tourism potential of these areas and prioritize key factors in branding. Strategic planning, introducing new forms of tourism, organizing festivals, and utilizing innovative advertising methods are essential for the development of slow tourism in rural areas. Success in establishing a slow tourism brand depends on effective interaction between key factors and careful consideration of future prospects.
Keywords
Branding
Tourism Destinations
Rural Areas
Isfahan Province

Subjects

  1. Aziz, N., Kefallonitis, E. & Friedman, B.A. (2012). Turkey as a destination brand: Perceptions of united states visitors. American International Journal of Contemporary Research, 2(9), 211-221.
  2. 2. Baker, B. (2012). Destination branding for small citieshe essentials for successful place branding. Creative Leap Books. Portland Oregon.
  3. 3. Beishami, B., Khodayari, B. & Parszadeh, A. (2016). A model of tourism destination branding for Iran: Integrating the concepts of branding and destination image. Journal of Tourism Planning and Development, 5(18), 202-221. [In Persian]
  4. 4- Cakmak, I. (2016). The role of brand awareness on brand image, perceived quality and effect on risk in creating brand trust. Global Journal on Humanites & Social Sciences, 2, 177-186. https://doi.org/10.18844/gjhss.v0i0.441.
  5. Conway, D., & Timms, B.F. (2010). Re-Branding alternative tourism in the Caribbean: The case for slow tourism. Tourism & Hospitality Research, 10(4), 329-344. https://doi.org/10.1057/thr.2010.12.
  6. Cretu, I. (2011). Destination image and destination branding in transition countries: The Romanian tourism branding campaign 'Explore the Carpathian Garden', Dissertation submitted in International Business and Strategic Management, The York Management School, University of York.
  7. Dickinson, J.E., Robbins, D. & Lumsdon, L. (2010). Holiday travel discourses & climate change. Journal of Transport Geography, 18(3), 482-489. https://doi.org/10.1016/j.jtrangeo.2010.01.006.
  8. Doh, M. (2006). Change through tourism: Resident perceptions of tourism development. Unpublished Doctoral Dissertation, Texas A & M University, College Station, Texas, United States.
  9. Eisichaikul, R., & Songsonthonwong, C. (2012). Slow tourism: Learning through interpretation for European senior tourists. Journal of Thai Hospitality & Tourism, 7(1), 41-57.
  10. 10. Farhadi Uonaki, M., Shafiei, Z. & Rastghalam, M. (2018). The identification of the effective key propellants in the essence of the brand of target tourism villages (Case study: Saman county in Chahar Mahal and Bakhtiari province). Journal of Research and Rural Planning, 7(2), 157-177. https://doi.org/22067/jrrp.v5i4.68989. [In Persian]
  11. Farhadi Uonaki, M., Rabani, R. & Khorasani, M.A. (2022). The key drivers of slow tourism brand in rural destinations (Case study: Javaherdeh village- Mazandaran province). Journal of Rural Research, 12(4), 716-733. https://doi.org/10.22059/jrur.2022.331505.1682. [In Persian]
  12. Greaves, N., & Skinner, H. (2010). The importance of destination image analysis to UK rural tourism. Marketing Intelligence & Planning, 28(4), 486-507.
  13. Gustafsson, G. (1993). Landscape, the individual and society (ReportNo. 93, p. 2). Karlstad: Karlstad University.
  14. Haven-Tang, C., & Sedgley, D. (2014). Partnership working in enhancing the destination brand of rural areas: A case study of made in Monmouthshire, Wales, UK. Journal OF Destination Marketing and Management, 3, 59-67.
  15. Jalalian, H., Namdari, F. & Pashazadeh, A. (2014). Effects of rural tourism on the development of Hajij village in Kermanshah. Journal of Applied Research in Geographical Sciences, 15(36), 228-205. [In Persian]
  16. Kanna, M. (2011). Destenation branding: Tracking brand India. Synergy, 9(1), 40-49.
  17. Kladou, S., Kavaratzis, M., Rigopoulou, I. & Salonika, E. (2016). The role of brand elements in destination branding. Journal of Destination Marketing & Management, 6, 426– 435.
  18. Lee, K-H., Packer, J. & Scott, N. (2015). Travel lifestyle preferences and destination activity choices of slow food members and non-members. Tourism Management, 46(C), 1-10.
  19. Lumsdon, L.M., & McGrath, P. (2011). Developing a conceptual framework for slow travel: A grounded theory approach. Journal of Sustainable Tourism, 19(3), 265-279.
  20. Liu, Y.L., Chiang, J.T. & Ko, P.F. (2023). The benefits of tourism for rural community development. Humanities and Social Sciences Communications, 10(1), 1–12. https://doi.org/10.1057/s41599-023-01610-4.
  21. 21- Mihailović, B., & Moric, I. (2012). The role of marketing philosophy in rural tourism development. Tourism and Hospitality Management, 18(2), 267-279.
  22. Mirza Abedini, S., Salmani, M. & Ghadiri Masooms, M. (2019). Assessment of Geomorphosites in Two Counties of Khoor-Biabanak and Tabas for Slow Tourism. Human Geography Research, 51(2), 493-512. https://doi.org/10.22059/jhgr.2019.234613.1007470. [In Persian]
  23. Mohamad Noor, A., Nair, V. & Mura1, P. (2011). Conceptualizing a framework for slow tourism in a rural destination in Malaysia. American Scientific Publishers, 4(2), 400–407.
  24. 2 Mohammadpour, S., & Rahimi, A. (2022). Identification and analysis of components affecting the branding of tourism destinations; case study: Bishe tourism village in Lorestan province). Journal of Tourism and Development, 11(3), 275-289. https://doi.org/10.22034/jtd.2021.254732.2161. [In Persian]
  25. Moira, P., Mylonopoulos, D. & Kondoudaki, A. (2017). The application of slow movement to tourism: Is slow tourism a new paradigm? Journal of Tourism and Leisure Studies, 2(2), 1-10. https://doi.org/10.18848/2470-9336/CGP/v02i02/1-10
  26. Parkins, W., & Craig, G. (2006). Slow Living. BERG. Oxford • New York.
  27. Rezvani, M.R., Faraji Sabokbar, H., Darban Astaneh, A., & Karimi, S.H. (2018). Analysis of factors of environmental quality effective in branding rural tourism destinations (Case study: Ethno-cultural region of Avramanat in provinces of Kurdistan and Kermanshah). Journal of Tourism Planning and Development, 6(23), 105-136. https://doi.org/10.22080/jtpd.2018.1766. [In Persian]
  28. 2 Rastghalam, M., Seydaei, S.E., & Nouri, H. (2016). Determination of the key drivers of creative village approach by using Micmac software. Journal of Rural Research, 7(2), 316-329. [In Persian]
  29. 2 Sutthitep, J. (2016). Slow tourism. Journal of Thai Hospitality & Tourism, 11(2). 56- 65.
  30. Tongsong, C. (2015). A concept for developing slow tourism in Thailand, Research Methodology & Cognitive Science, 12(2), 1-12.
  31. Vossoughi, L., Abdoli, M., Khazaie, F. & Sarani, M. (2020). Analysis of urban branding potential and brand elements of tourism destinations based on identity-based approach. Urban Tourism, 7(3), 143-159. https://doi.org/ 10.22059/jut.2020.301342.788. [In Persian]
  32. 3 Yurtseven, H., & Kaya, O. (2011). Slow tourist: A comparative research based on cittaslow principle. American International Journal of Contemporary Research, 1(2), 91-98.
  33. 3 Zenker, S., Braun, E. & Petersen, S. (2017). Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors. Tourism Management, 58(13), 15-27.