journal of sustainable rural development

journal of sustainable rural development

Assessing the Impact of English Language Proficiency in Host Communities on the Sustainability of Rural Tourism(A Case Study of Villages in Gilan Province, Northern Iran)

Document Type : Research Paper

Authors
Farhad Javan 1
Behzad Pourgharib 2
1 Assistant Professor, Department of Tourism Management, Faculty of Cultural Heritage, HandiCrafts and Tourism, University of Mazandaran, Babolsar, Iran
2 Assistant Professor of English Language and Literature, Faculty of Cultural Heritage, HandiCrafts and Tourism, University of Mazandaran, Babolsar, Iran
10.22034/jsrd.2024.458005.1187
Abstract
Purpose:  This study aims to examine and analyze the effects of familiarity with English language skills among villagers on increasing tourist attraction in the touristic villages of Gilan Province.
Methods: This study is applied in nature and employs both quantitative and qualitative research methods. SPSS software, Grounded Theory models, and FARAS were utilized to analyze the data.
Results: The villagers' familiarity with the English language is below average. There is a significant   positive relationship between the villagers' level of English proficiency and the increase in tourist attraction. Based on the findings, several factors were identified: Causal conditions: belief in the usefulness of English among villagers, lack of bias towards the mother tongue, continuous interaction with foreign tourists, and the presence of English signboards. Background conditions: educating interested villagers in the language, interacting and participating with foreign tourists, and leveraging the potential of the villages. Five intervening conditions: improving language skills through specialized classes, holding practical courses for villages, cooperation between tourism experts and rural managers, strengthening customer-oriented courses for rural sellers, and enhancing the information system. Among the strategies identified, educating and informing residents to prevent conflicts between tourists and locals was the most important, with a weight of 0.440. Additionally, obstacles such as foreign tourists' lack of trust in villagers, weaknesses in coordination and management, lack of expert and experienced personnel to utilize their knowledge and abilities for effective tourism, and villagers' unfamiliarity with the customs and cultural changes of foreign tourists were also identified.
Conclusion: Enhancing English language skills among villagers is a critical factor in boosting tourism dynamics and employment in the villages of Gilan Province.
Keywords
Skill
English Language
Tourist
Rural Settlements
Gilan Province
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journal of sustainable rural development
Volume 8, Issue 1 - Serial Number 13
Spring and Summer
Spring 2024
Pages 119-130