Proposing a strategic plan for the development of the rural tourism industry in the context of Iran's economy

Many rural development practitioners and governments have considered tourism as a tool to help rural areas' economic and social development, especially in the last two decades. Objectives: The purpose of this research is to propose a strategic plan for the development of the rural tourism industry in the conditions of Iran's economy.

The present research is descriptive-analytical in terms of purpose and research method. In this research, library and field research methods have been used to collect data and information required for research. The information was analyzed through meetings and interviews with industry officials and experts and the use of brainstorming methods to identify strengths and weaknesses and opportunities and threats. The population studied in this study was 20 officials and experts in this industry in 2009. The data analysis method used tools such as internal and external factor evaluation matrix, SWOT matrix and quantitative strategic planning matrix (QSPM).

Geographical Context: 

The geographical area of the current research is Iran.

Two strategies for developing the rural tourism industry in the Iranian economy were obtained based on the analysis of internal and external factors. According to the internal and external factors, possible strategies obtained from the SWOT matrix using a quantitative strategic planning matrix and the coefficient, rank and final score are specified. The Quantitative Strategic Planning Matrix (QSPM) has prioritized the proposed offensive strategies. Therefore, aggressive strategies for developing the rural tourism industry in Iran are as follows.Strategy 1- Necessary measures for proper use of rural tourism capabilities and resources, Strategy 2: Use of specialized and educated native labor and participation in the development of rural, tourism,Strategy 3 Appropriate advertising to identify natural and historical sites of villages in Iran, Strategy 4 - Develop the necessary programs to encourage the private sector to invest in the tourism industry.

Based on the situation of the rural tourism industry in the SPACE matrix, the industry is evaluated to be in a weak aggressive position. Hence, it may move towards a conservative strategy in the future. According to the QSPM matrix, the priority of this study is first with strategy 1 (measures needed to utilize the capabilities and resources of rural tourism properly). Then, Strategies should be developed to encourage the private sector to invest in the tourism industry, appropriate advertisements to identify natural and historical sites of villages in Iran and the use of specialized and educated local labor in the development of rural tourism.