journal of sustainable rural development

journal of sustainable rural development

The Impact of Agritourism on Sustainable Rural Development: Perspectives of Tourists and Farmers in Mazandaran Province

Document Type : Research Paper

Authors
Mehdi Ramezanzadeh Lasboyee 1
Masoud Samian 2
1 Associate Prof, Department of Tourism Management, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran.
2 Postdoctoral Researcher, Department of Tourism Management, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran.
10.22034/jsrd.2025.533517.1223
Abstract
Purpose: This study investigates the impact of agritourism on sustainable rural development from the perspectives of both host communities and tourists.
Methods: This study is quantitative and applied in purpose, using a descriptive–analytical method with a survey strategy. Data were collected through a researcher-designed questionnaire. The statistical population included two groups: farmers in counties with agritourism potential in Mazandaran Province and agritourists visiting these counties. Based on Cochran’s formula, the sample size was 385 respondents. The questionnaire’s validity was confirmed by subject-matter experts (university professors and specialists from the Agricultural Jihad Organization and the Cultural Heritage, Tourism, and Handicrafts Organization). Reliability was assessed using Cronbach’s alpha, yielding 0.89, which indicates high internal consistency.
Results: The regression analysis showed that five dimensions—economic and infrastructural, policy and managerial, natural and climatic, socio-cultural and human, and extension and educational—significantly influence sustainable rural development. Among them, the economic and infrastructural factor had the strongest effect (β = 0.228), followed by policy and managerial (β = 0.212), natural and climatic (β = 0.178), socio-cultural and human (β = 0.136), and extension and educational (β = 0.109).
Conclusion: Agritourism exerts a substantial positive influence on sustainable rural development. Key findings highlight: Economic benefits: Opportunities to market local products (traditional clothing, foods, sweets, handicrafts), improving household income and local economic conditions. Socio-cultural benefits: Organization of festivals (harvest and planting celebrations) as the most important factor, generating economic gains while preserving and promoting authentic rural culture.
Keywords
Agritourism
Sustainable Rural Development
Multiple Regression
Farmers and Tourists' Perspectives, Mazandaran Province
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journal of sustainable rural development
Volume 9, Issue 2 - Serial Number 16
Autumn and Winter
Autumn 2025