journal of sustainable rural development

journal of sustainable rural development

Enhancing Women's Participation in Sustainable Rural Tourism: A Theoretical Development Approach Using the Critical Communicative Methodology

Document Type : Research Paper

Authors
Farah Fathizadeh 1
Nader Sanati Sharghi 2
Farhad Azizpour 1
1 Department of Human Geography, Faculty of Geographical Sciences, Kharazmi University, No. 43. South Mofatteh Ave., 15719-14911, IR Tehran and Iran.
2 Department of Sociology, Payame Noor University of Tehran,
10.22034/jsrd.2025.525304.1221
Abstract
Purpose: The study aims to develop a theoretical framework for enhancing rural women’s participation in sustainable rural tourism, addressing the current lack of research that incorporates women’s perspectives. While previous studies acknowledge women’s vital contributions, they often overlook community voices and context-specific solutions.
Method: This research employed Critical Communicative Methodology (CCM), engaging participants in five communicative focus group sessions across 14 rural tourist villages. The groups included local women active in tourism, tourism experts, and academic researchers. Data was collected through open-ended discussions, distinguishing between exclusionary dimensions (factors that reproduce inequalities) and transformative dimensions (factors that enable change). Thematic analysis was applied to identify patterns, barriers, and strategies for participation.
Results: Results indicated that establishing a thriving local tourism market is key to women’s empowerment. Strategies were identified at three levels: (1) Macro level—policy reforms, accessible loans, and institutional platforms for women’s networking and education; (2) Meso level—integration of educated rural women as mediators between local producers and national/global markets; (3) Micro level—locally tailored training that aligns with cultural norms and builds self-confidence. Communication gaps between educated and non-educated women, the role of empathy, and the importance of bottom-up initiatives were also highlighted.
Conclusion: The proposed CCM-based framework demonstrates how communication-led, multi-level strategies can dismantle structural barriers, foster economic empowerment, and promote inclusive rural tourism development. This theoretical contribution extends existing participatory development literature and offers practical guidance for policymakers and practitioners seeking culturally sensitive and sustainable interventions.
Keywords
Rural women
Sustainable rural tourism
Critical Communicative Methodology
Participation
Theoretical framework
 
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journal of sustainable rural development
Volume 9, Issue 2 - Serial Number 16
Autumn and Winter
Autumn 2025