An evaluation of the factors affecting the achievability of creative rural tourism: The case of villages in Central District in Sarein County

The rural areas of the Central District of Sarein County are an important tourism center in Iran due to their unique natural location and human context so that they host many tourists every year. However, it has not been adequately successful yet due to the lack of sound planning. Therefore, the present research aimed to evaluate and measure the factors influencing the realization of creative rural tourism in this district.

To analyze the issue and achieve the research goal, the researchers adopted an applied methodology that used a survey design for data collection. The statistical population was all local managers and experts living in the rural areas of the Central District of Sarein County. The subject was analyzed by five indices, including flexibility and creativity, innovation, risktaking, leadership, and participation, using 22 indicators. Data were analyzed by singlesample t-test and confirmatory factor analysis. The software packages used were SPSS and AMOS.

The results showed that in the structural dimensions, the studied villages were open to new views and thoughts. On the other hand, they are in an optimal situation in flexibility and leadership. In the socio-cultural dimensions, the local people are open to adopting and sharing new cultures and regulations in the villages, so measures can be taken to develop the villages in this respect. Also, it can be said that in the economic dimensions, local people have more tendency toward risk and investment due to the wide perspective in the villages. Eventually, the results in the environmental dimension revealed that local people would accept to deliver a part of their rural lands for the construction of recreational centers or other modern activities that would increase the return of their lands for the sake of the growth and development of their villages. They showed high creativity in this respect. Regarding the significance of the test, it can be said that the creative tourism indices are at optimal levels in the villages of the Central District of Sarein.

To interpret the results, it can be said that the creative tourism indices are at an optimal level, reflecting the proactivity of the tourism industry in this region. The creative tourism indices in the Central District of Sarein County showed that the environmental dimension is in the first rank, implying the importance of the environmental criteria for local people and tourists. Also, the socio-cultural and economic indices were ranked next, which shows the regional need to consider the issues of indigenous culture, employment, and the decline in unemployment. Local people have been successful in this respect, too. A higher mean value of the structural index than the hypothetical mean of the community, as well, shows the success of these villages in the structural dimensions.