Master's Thesis

Home , Amol, Rineh

MASTER'S THESIS

The Potential of Damavand Mountain (Rineh) as an Ecotourism Destination

Mehrad Khadem Ali Sazegara

Master program Business Administration

Luleå University of Technology Department of Business, Administration, Technology and Social Sciences MASTER’S THESIS

The potential of Damavand Mountain (Rineh) as an ecotourism destination

Ali Sazegara Mehrad khadem

Luleå University of Technology

Master Thesis, Continuation Courses

Tourism and Hospitality Management

Department of Business Administration and Social Sciences

Division of Industrial marketing and e‐commerce

The potential of Damavand Mountain (Rineh) as an ecotourism destination Supervisors: Prof. Sarmento Prof. Mohamadkhani

By: Mehrad Khadem Ali Sazegara

January 2011

iii

Abstract:

Tourism is a complex activity that results from the combination of different industries such as hospitality, transportation, entertainment, accommodations, etc. Tourism is one of the most important, profitable economic activities that generates income and also creates many job opportunities. This research was designed to evaluate the potentials of Damavand Mountain (in Rineh city), in Iran, as an ecotourism destination. After reviewing literature from academic journals, books, library research, and the internet, four main components of economic, cultural, social and environmental aspects of community benefits in Rineh were taken into consideration. This research used both quantitative and qualitative data. The researchers went to Rineh and interviewed locals that were directly and indirectly involved in tourism business. Also they administered questionnaires to locals to find out their ideas and opinions regarding the four components already mentioned. The questionnaire consisted of 20 questions. The data was analyzed using SPSS software. The findings showed that the natural and environmental components are the most important factors for Rineh community in the domain of tourism.

Key words: Ecotourism, Sustainable tourism, Mountain tourism, Damavand (Rineh), Locals and Community.

Acknowledgment The present work would not have been possible unless by the help of Dr. Sarmento and Dr. Mohamadkhani whose encouragements, guidance and support from the onset to the final level enabled us to develop an understanding of the subject. Special thank goes to Dr. Hamid Zargham who gave us the wise advice for this study. Finally special thank goes to our parents who helped us all the way. We also offer our regards to all of those who supported us with the completion of the project.

Mehrad Khadem & Ali Sazegara

Table of contents:

Abstract………………………………………………………………………………………...i

Acknowledgements…………………………………………………………………………….ii

Table of the contents………………………………………………………………………..... iii

List of tables and figures…………………………………………………………………….. iv

Chapter 1: Introduction

1.1- Introduction...... 1

1.2- statement of the problem………………………………………………………………..…1

1.3- The significance of the research...... …...2

1.4- Research objective……………………………………………………………………...….4

1.5- Hypothesis and research questions ……………………………………………………..…4

1.6- Research methodology……………………………………………………….…………....4

1.7- limitations and delimitations...... …...5

1.8- Review of literature………………………………………………………………………...5

Chapter 2: review of literature

2.1- Introduction…………………………………………………………………….……….....6

2.2- Review of Literature (Previews conducted researches)...………………………………....6 2.2.1- Introduction to tourism………………………………………………………….…….....8

2.2.2- Rural tourism…...... 8

2.2.3- Ecotourism…...... 9

2.2.3.1- Programs to Promote Ecotourism……………………………………………………11

2.2.3.2- Environmental Laws………………………………………………………………..12

2.2.4- local interaction………………………………………………………………………….13

iii

2.2.5- Protected tourism area…………………………………………………………………...13

2.2.6- Sustainable tourism……………………………………………………………………...14

2.2.6.1- Climate Change, Impacts on the Tourism Industry in Mountain Areas………….…...15 2.2.6.2- Climate change and its potential impacts on mountain tourism………………….…...16

2.3- Position of Iran...... …..17

2.3.1-Tourism of Iran…………………………………………………………….……...... 18

2.3.1.1- Tourism of Mazandaran province………………………………………………….20

2.3.1.2- The Mountain of Damavand……………………………………………….……....20

2.3.1.3- Tourism of Damavand and Rineh……………………………………………...... 22

2.3.1.3.1- Advantages and disadvantages of tourism in Rineh (Damavand)………….…...23

2.4- Controlling factors of the future of tourism in Rineh……………………………….….....24

2.4.1- Considering tourism motivations………………………………………………....…24

2.4.2- Human resource and education………………………………………………...... 24

2.4.2.1- Training and development……………………………………………….…...…25

2.5- The difference between developed countries and Iran………………………………...... 26 2.6- Advertisement……………………………………………………………………….……..27

2.6.1- Advertising and the tourism industry……………………………………………….…....28 2.7- Marketing…………………………………………………………………………….……..28

2.8- Communicating……………………………………………………………………….…….29

2.9- Recreation tourism and urban life…………………………………………………….…….29

2.10- Promotion of local tourism as basic operation for tourism development………...... 30

2.11- Improve Glacier Tourism Planning and Formulate Environmental Protection Planning....30

2.12- Tourism investment………………………………………………………………………..30

2.13- Physical and psychological carrying capacity……………………………………………..31

2.14- Safety and security…………………………………………………………………….....31

2.15- Moral Disorder……………………………………………………………………………32

2.16- Job Creation………………………………………………………………………………32

2.17- Inflation & Money leakage…………………………………………………………...33

2.18- Culture exchange…………………………………………………………………...... 34

2.19- Community involvement…………………………………………………………...... 35

2.20- Local Value………………………………………………………………………...... 36

2.21- Handicraft improvement…………………………………………………………...... 36

2.22- Extracted Components………………………………………………………………….…36

Chapter 3: Methodology

3.1- Introduction ………………………………………………………………………….…...37

3.2- Research design………………………………………………………………………..….37

3.3- Research approaches……………………………………………………………………....37

3.4- Research Methodology…………………………………………………………………….38

3.4.1- Research instrument……………………………………………………………….……38

3.4.2- Measurement……………………………………………………………………….…...38

3.4.3- Sample selection……………………………………………………………………..….38

3.4.3.1- Sample size…………………………………………………………………………....39

3.5- Testing Validity …………………………………………………………………………..39

Chapter 4: Result and Research finding

4.1- Introduction ……………………………………………………………………………….40

4.2- Empirical results…………………………………………………………………………..40

4.2.1- Descriptive data analysis……………………………………………………………..…40

4.3- Statistic results …………………………………………………………………………..41

Chapter 5: Conclusion and Research suggestion

5.1- overall summary …………………………………………………………………………51

5.2- Findings………………………………………………………………………………….51

5.2.1- Major Findings………………………………………………………………………...52

5.3- Discussion………………………………………………………………………………..52

5.4- Limitation………………………………………………………………………………..53

5.5- Applicable suggestions…………………………………………………………………..54

5.6- Conclusion……………………………………………………………………………….57

5.7- Recommendations and Suggestions for further researchers …………………………….58

References…………………………………………………………………...... 59

Appendix………………………………………………………………………..62

Questionnaire…………………………………………………………………..85

List of Tables

Table 2.1…………………………………………………………….……..12

Table 2.2……………………………………………………………….…..22

Table 2.3……………………………………………………………….…..36

List of figures

Figure 2.1…………………………………………………………………..10

Figure 2.2…………………………………………………………………..11

Figure 2.3…………………………………………………………………..15

vii

Chapter 1: Introduction

1.1- Introduction

Ecotourism discusses the relationship between tourism industry and local, environmental considerations. It specifically pertains to the relation existing between the cultural contexts and their associated tourism attractions. Fennell and Dowling (2003, p.3) define ecotourism as “a form of tourism that fosters learning experiences and appreciation of the natural environment, or some component thereof, within its associated cultural context. It has the appearance of being environmentally and socio-culturally sustainable, preferably in a way that enhances the natural and cultural resource base of the destination and promotes the viability of the operation.” As Rome (1999, p.2) rightly puts it “ecotourism is one strategy for supporting conservation and providing income for communities in and around protected areas.” “It focuses on the parameter of sustainability as an essential factor which is related to “natural and cultural resources” (p.3) of the target situation (Fennell & Dowling, 2003). Ecotourism can play a significant role in the economic, cultural, and social development of any provided area which is considered as a tourism site or destination. Such an area hence can be attractive to both national and international tourists. The concept of information literacy toward ecotourism could also be fascinating enough to add to the perceptivity of the tourists visiting an area. 1.2- Problem statement Ecotourism is one type of tourism that relates to natural attractions; beautiful lakes, sea shores, mountains, jungles and many other places which create the great potential for tourism destinations. Many activities such as rock climbing, fishing, diving, skiing and many others bring opportunity for tourism destination to introduce their country and also generate incomes. Unfortunately the minority of people believe in ecotourism, they still cannot see the hidden potential of this sector. However in some countries such as South Africa, Costa Rica, India, Nepal, Ecuador, Australia, and United States one can see the massive improvement in this type of tourism. For example Costa Rica is pioneer in ecotourism development. 27 per cent of this country is allocated to natural resources. The policy makers in this country with smart decisions

provide safe environment for native animals and plants and advertisement brings many tourists to this country for the beauty of unique natural attraction of the country. Tourism development is one of the most important activities in the global community. The Tourism development is not an easy task. It takes time to achieve the final goals. “According to the forecasting, till 2020, about 1/6 billion of people will travel around the world and they will spend about 2000 million dollars” (Zirakbash, 2007). Damavand Mountain with lots of ecotourism opportunities is near the metropolitan of Tehran, but the government hasn’t used any of its opportunities like cultural, natural potentials till now. On the other hand, the other countries have done lots of things to develop their ecotourism destinations like Kilimanjaro in Africa, and Fuji in Japan, this is because they have understood their opportunities for developing their country, and local peoples’ lives.

1.3- The significance of the study: Regarding tourism planning and development in our country the government does not have clear strategy for the future. Nor does it make a clear differentiation between domestic and international tourism. Iran tourism has faced many problems during the past 30 years. Many social and cultural barriers stop Iran tourism to develop. The Ecotourism destination should have special and unique plants and animals. It must be without any human interference or changes. And it has to be some kind of a place or destination that makes people feel like having adventure and experience fear, such as mountain climbing, or walking in a big jungle or visiting desert. According to UNTWO; in 2009 Turkey rated 7 in top ten countries for tourist destination. This country uses all its potential to receive more tourists from around the world. They have great beaches beside historical attractions that million people come to visit every year. According to Safarnamehonline.ir (2010) Turkey is receiving the one third of the international tourists each year. Only in the year 2000 more than 175 million tourists visited this country and it is estimated that by 2025 this number will reach to 312 million. According to Dr. Zargham lecturer at Allameh Tabatabai University, 70% of Iranian people cannot afford a domestic trip during a year, while the cost of travel to each city of Iran is more expensive than its corresponding international trip. On other hand, each regular employee in turkey can have 15 trips domestically

each year. Each trip usually costs 1000 Lira that equals to Rials which a mounts to is 680000. According to tourism experts, a trip to Turkey is cheaper for Iranian than a trip to Mashad.

“Because of the archaeological and natural riches of the area, Antalya is also known as the Turkish Riviera. The sun, sea, nature and history combine to form a very popular resort, highlighted by some of the cleanest beaches in the Mediterranean. The 630km shoreline of the province is liberally scattered with ancient cities, harbors, memorial tombs and beaches, secluded coves and lush forests, many of which are easily accessible from the city”(www.kultur.gov.tr). (www.iana.ir) announces that; only 2.2 percent of travelers to Iran are ecotourists; unfortunately Iranian income from tourism is only about 0.04 percent, while Iran ranks fifth in climate variability, in terms of attracting tourist in the world because of its variety of natural attraction. Concerning natural environment view, Iran has got the best attraction for ecotourism destination because Iran is one of the main sources of nature, climate and biodiversity in geography. But unfortunately Iran with all these opportunities is not even in a seventieth category, In recent years the different branches of tourism has only increased four percent while this number in ecotourism would be between ten to thirty percent. More importantly W.T.O says no country like Iran has got continental diversity; therefore it predicted the annual profit of Iran’s tourism industry from ecotourism should be more than the current situation. The ratio of ecotourism was only 2%, according to the last statistics from the numbers of tourists that entered Iran. Atlas of Iran Province, Tehran (1383) defines Rineh as one of the small cities located in Mazandaran province. This city is located in Larijan area under Amol section. After entering the Hezar road and passing the Gazanak, you will see the road sign “Rineh” which is 79km’s to Tehran. The government established this location as a city because of its far distance from other cities, every mountaineer who wants to clime Damavand Mountain from the south side, should enter this city; therefore, it becomes an important destination and only after travelling 4km s you reach Abegarm village, which contains hot spring water” (Atlas of Iran Province, Tehran 1383). Although Rineh has a big potential in tourism, the problem of unemployment always has been an issue for the local community, ecotourism principles have been ignored, as well. In developmental plans for increasing income, all the potentials such as tourism and ecotourism should be considered. To perform a principal planning for ecotourism, studying of recognition potentials, challenges and opportunities is essential. Considering the above problems we came to

the point that, there is certain reason for counting this research important and valuable, which leads to its necessity for absolute performance. 1.4- Research objectives:

The main objective of this research is to study the capacity of Damavand Mountain as an ecotourism destination.

The secondary objectives are;

a) The study of Damavand mountain “Economic” capacity as an ecotourism destination. b) The study of Damavand mountain “Cultural” capacity as an ecotourism destination. c) The study of Damavand mountain “Natural” and “Environment” capacity as an ecotourism destination. d) The study of Damavand mountain “Social” capacity as an ecotourism destination.

1.5- question of research:

The main research question of this study is

How can Damavand Mountain present its ecotourism potentials as an ecotourism destination? The secondary research questions are;

a) What is the economic impact of Damavand Mountain after becoming an ecotourism destination? b) What is the impact of Damavand local culture for becoming an ecotourism destination? c) What is the natural and environmental impact of Damavand Mountain after becoming an ecotourism destination? d) What is the social impact of Damavand Mountain after becoming an ecotourism destination?

1.6- Research methods: a) The method used in this research has been qualitative and quantitative. b) The instruments used include: 1) Library and internet 2) Interview c) Population 1) Private sector  Ecotourism experts

 Tourism experts 2) Public sector  Governor of Larijan

1.7- Research limitation:

 Limitations related to information about Damavand (Rineh).

 Generally speaking, collecting data and information is hard in Iran, due to the conservative behavior of local people here. Therefore, the data about small communities is very limited.

 Lack of local people formal education.

 Because local people in the rural area are less educated and their knowledge is limited, this makes the job of researchers difficult for professional communication.

 Time limitation

1.8- Literature review:

“Ecotourism is a potential tool to improve sustainability by modifying human social behavior in regard to environmental conservation. Tourism is also a large- scale activity in major components of global human society, with its own detrimental impacts on the natural environment; and ecotourism may be able to provide models to reduce these impacts” (Buckley R, Page 219). According to Min (2005) for making people study about the world around and have an excitement for the great universe and protect it, ecotourism should make the environmental education, science, and holy civilization construction widely available to the public and the interested.

Chapter 2: Literature review

2.1- Introduction: This chapter presents the definition of tourism, ecotourism, and position and potential ecotourism of Iran. In this section, we introduce Damavand the Mountain and the small city of Rineh located in the foot of mount Damavand, in Mazandaran province. 2.2- Literature review Previous conducted researches: Sanjay (2005) studied tourism in the protected area; the Nepalese Himalaya, and his findings showed that Nepalese had the most evident impacts in the park area accumulation of garbage and deforestation, which are attributed to a high number of tourists. In this, study defects are lack of management strategies and monitoring, needs of local monitoring and management strategies, shortage of local institutions and government policies, and the absence of benefit for farmers. Thus Nepalese success was because of considering these topics;  Protected tourism areas (environmental)  Local people (Cultural)  Service industry (Business and economy)  Community involvement (social)  Policy (politics)  Environment and in the social and cultural practices of the host communities (environmental & social)  Not exposing it for mass tourism (environmental)

Wallace and Pierce (1996) did an evaluation of ecotourism in Amazonas, Brazil and evaluated the findings using proposed ecotourism principles. There should be determined fees, scheduled visits and settled norms between tour operators and managers to control the activities that take place in the area. Understanding an area’s natural and cultural systems and the subsequent involvement of visitors in issues affecting individual systems contributes to the conservation and management of legally protected and other natural areas, minimizes negative impacts on the environment and

local people and maximizes the early and long-term participation of local people in the decision- making process that determines the kind and amount of tourism that should occur. It has directed economic benefits for local people in areas such as; farming, fishing and social systems. It also provides special opportunities for local people and nature tourism employees to utilize and visit natural areas. Furthermore, it helps them to learn more about the wonders that visitors come to see. Evaluated eco- tour operations in Amazonas and minimized negative impacts on the environment and on local people directs economic and other benefits to locals in order to hold the traditional practices. It also provides the opportunity to visit and enjoy protected natural areas and learns more about the wonders that other visitors come to see and make opportunities for local people to utilize the protected natural areas. Tuppen (2000) conducted a study in French Alps, and the findings resulted in the restructuring of winter sports resorts in the French Alps. Winter sports are a major feature of French tourist activity that brought about around120000 jobs. About 6.7 million people now spend skiing holidays in France each year. But unfortunately winter sports are faced with problem such as:  Cost factors  The attractiveness  Accommodation  Accessibility  Management  The context of development By using right policy and wise considerations some of the problems can be reduced. The solution is to improve the skiing area near the resort locations to create other facilities and opportunities such as conference and meetings and festivals. The other factor is enhancing the quality of resort; they should increase capacity both on the slopes and the resort themselves. Also ministry of tourism should target the potential markets of countries with rapidly growing winter sports populations, such as the UK, Spain and, more recently, various eastern through European nations. Another key for improving the Alps areas is changing the balance of power, while giving relevant power by enhanced responsibilities and decision-making to local authorities, with

considering the town and economic development. Finally they should encourage local people to participate in the activities in the Alps.

2.2.1- Introduction to tourism:

“Tourism is a composite of activities, services, and industries that deliver a travel experience: transportation, accommodations, eating and drinking establishments, shops, entertainment, activity facilities, and other hospitality services available for individuals or groups that are traveling away from home”(G.Goeldner, J and Ritchie, pp. 6-7).

WTO has taken the concept of tourism beyond a stereotypical image of “holiday making.” The officially accepted definition is: Tourism comprises the activities of persons traveling to stay in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes.

“Tourism has strong links to cultural and social pursuits, foreign policy initiatives, economic development, environmental goals and sustainable planning. The industry includes the buying, selling and management of services and products (to tourists) that might range from buying hotel rooms to selling souvenirs or managing an airline. To accomplish these complex activities, the tourism industry demands the most creative and innovative managers because tourism represents one of the most perishable of products” (Edgell D, Allen M, Smith G & Swanson J, 2008). 2.2.2- Rural Tourism:

According to (Edgell D, Allen M, Smith G & Swanson J, 2008) the problems of rural areas are well known. Numerous locations around the world have practiced the losses of manufacturing industries, agricultural production and immigration of superior educated youth and skilled workers. People of rural communities occasionally face the poor transportation system due to economic obstacles, a lack of technological training and limited educational opportunities essential for successful marketing of destinations and goods.

Economic planners confirm that new industries must be developed in rural areas to reinstate those that are disappearing economically and are no longer competitive, that undeveloped rural resources should be utilized and that rural residents presented new marketing skills. According to Edgell (2002) rural environments worldwide have vast expanses of land and water and widely

different topographies (forests, mountains, riverfronts, grasslands and deserts) that give wonderful settings for tourism and recreation.

2.2.3- Ecotourism:

“Ecotourism is an activity where the tourist travels to nature areas in order to admire, study and enjoy the existing nature and culture in a way that does not exploit the resources, but contribute to the conservation of the genuine environment” (Bjork, 2000, p. 3). The ecotourism is an expression which is not only people walking in the nature, enjoying the fascination of the nature, but also a raise of a nature tour. Tourism brings in foreign exchange and promotes economy. According to the world ecotourism conference introduction, ecotourism brings at least 20 billion US dollar for the world production. Nowadays, the ecotourism has become the current development of the world tour. Fennel (1991) argues that ecotourism provides revenue for the local community. This can be sufficient for people to value, and therefore protect their wildlife heritage area as a source of income. Also, it has got low impact of nature tourism which contributes to the maintenance of variety and habitats of an area, either directly through a contribution to conservation or indirectly. “Ecotourism also implies a managed approach by the host country or region which commits itself to establishing and maintaining the sites with the participation of local residents, marketing them appropriately, enforcing regulations, and using the proceeds of the enterprise to fund the area’s land management as well as community development” (David, A. Fennell, 1991, pp. 35, 36). Wei (2005) presents that visitors view completely wonderful with wild move a plant in the natural district of the differing and earliest, originality, investigating and seeking pleasant. Most of the tourists would like to travel to a great universe, as an industry from the view of the development of the nature without going to the city and seaside of the modern holiday places, emphasizing the development of tours.

Gi (1998) there should be some planning for ecotourism by applying exacting protection measures to the natural area to protect the ecosystems and any existing archaeological or historic sites, and then it should create carrying capacity standards so that there wouldn’t be over-use of the environment by visitors. Environmentally suitable locations should develop small-scale 9

tourist facilities, with local-based design, use of local building materials, energy-saving devices and proper disposal of waste material. Tourists and tour operators should be informed of codes of conduct. Application of these codes should be monitored, tourist centers give accurate information to tourists by providing well-trained tour guides who will inform tourists about biological diversity, conservation techniques and observe good conservation measures during tours and integrate local communities into tourism development by providing them with jobs and income from tourism, arrange tours where appropriate, and educate tourists about the local cultures including their economic activities.

Figure 2.1: Ecotourism as a sustainable development concept:

Business Travel

Beach Tourism

Tourism Sustainable

Rural Tourism

Ecotourism

Unsustainable formstourism of Natural Tourism

Cultural Tourism

Figure 2.2: Ecotourism as a market segment:

Tourism Market

Cultural Rural Tourism Natural Sun-and-Beach Business Fitness and Tourism Tourism Tourism Travel health Tourism

Ecotourism Adventure Tourism

2.2.3.1- Programs to Promote Ecotourism:

According to Gi Yi, (1998); all people have the right to live in a healthy and pleasant environment, and the government should work to conserve the environment. The exercise of environmental rights shall be governed by the rule of law. Since the Pollution Prevention Act was enacted in 1963 to address emerging environmental problems over 25 environmental laws have come under the jurisdiction of the Ministry of Environment (as of 1998) not including those environment-related statutes that fall under the jurisdiction of other ministries. Higham (2005) believes that tourism destination is bounded to various factors and elements. Choosing a particular destination can be done under the influence of various reasons. One of the motivations for some destinations can be sport activities, while range of the activities brings great opportunity for many travelers with different needs and expectations. Sport tourism could bring a unique opportunity for tourists who visit the destination.

2.2.3.2-Table: 2.1 Environmental Laws: (Gi Yi, 1998, page 121)

Field Act Environmental • Environmental Disputes Settlement Act Management • Special act relating to the control of environmental crimes • Act relating to support and development of environmental technologies • Environmental Improvement Account Act • Act relating to environmental improvement • Environmental Management Corporation Act • Natural Environmental Conservation Act Natural Environment • Natural Parks Act Management • Act for environmental, traffic and disasters impact assessment • Soil Preservation Act • Air Quality Preservation Act

Air & Noise • Noise and Vibration Control Act Management • Air Quality Management Act • Water Quality Preservation Act Water Management • Act relating to treatment of sewage, night soil and livestock wastewater • Drinking Water Management Act • Inland Water Body Quality Management Act • Sewerage Treatment Act • The Han River Watershed Water Quality Act Waste Management • Waste management • Act relating to promotion of resource saving and reutilization • Act relating to treatment facilities • Toxic Chemicals Control Act • Act relating to establishment and operation of the metropolitan area landfill management Corporations

Based on Gi Yi (1998 p. 27); there is not yet a systemic approach to resolve a number of issues in spite of the growing interest in ecotourism in Korea. There are three problems; the first one is a lack of annual data updates on species, habitats, numbers of tourists, and threats to natural areas. The second is a need to improve inter-culture relations and appreciation through positive interactions between host and tourist and the third is a lack of local capacity building to promote self-sufficiency, decentralization and local empowerment.

“Just as great climbers draw their strength from the challenge of difficult-to- scale peaks, nature lovers have much to gain from experiences in the hills and mountains that surround us. It is from these heights that we can better appreciate the tapestry of life playing out in both small and grand scales, from the sight and feel of delicate lichens and wildflowers to the views of eagles soaring overhead, and the sound of bull elks bugling in the mountain valleys during the fall mating season” (Hamilton, L. and McMillan, L. 2004, page 1).

2.2.4- Local interaction:

According to Agarwal (2005) facts show that local people’s points of view are vital for global thinking development. The local interaction with other elements of society creates significant force for developing the economical impact of the region. This improvement also can be good for tourism sector. Local environment can cause positive impacts that district generating income from tourism. The local people with right strategies and flexibility can prepare the environment for excellent economic activities.

2.2.5- Protected tourism area:

Based on the WWF (2004) protected areas are progressively more attractive to tourists and some protected areas move up significant money through tourism. Tourism is growing fast and the regions that are seeing the greatest expansion are in developing countries with high levels of biodiversity. Protected areas usually depended on support from the government but the costs of conservation while comparatively low signify a significant amount for governments in most of the developing countries and especially those with economies in shift. Income from government sources is now in short supply, and the need to balance ecological and monetary requirements is becoming gradually more critical.

To recap the protected areas need to observe the ability to:

• Cover the costs of:

 Management of tourism to stay away from or minimize damage.

 Providing and maintaining appropriate facilities for tourists.

 Raising awareness amongst tourists of the importance of conservation and of practices and behaviors that assist conservation.

 Restoring damage that tourism activities may cause.

• Generate additional revenues from tourism that can be used to support general conservation activities

• show, during tourism, the long-term economic value of conservation both nationally and locally by generating tangible benefits for local communities – for example; by generating employment and stimulating private sector activities The degree to which protected areas will be able to reach these aims depends on a mixture of factors as well as national legislation and boundaries that may apply to them and the institutional structures through which they are administered and managed.

2.2.6- Sustainable tourism:

“Sustainable tourism development meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, and biological diversity and life support systems” (Brown Ch, 2004, page 1). “Tourism which leads to management of all resources in such a way that; economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems” (United Nation Foundation, 2002, p. 1). According to Sandbrooke (2009) there is a relationship between sustainable tourism and other elements in tourism sectors.

Figure 2.3: (Ritchie & Crouch, 2003, pp.36-37) illustrates each element clearly as follows:

2.2.6.1- Climate Change, Impacts on the Tourism Industry in Mountain Areas: Mountain ecosystems occupy one quarter of the earth’s land surface and about 10 percent of earth population located in mountains. To study the environment of mountain, first we should understand the basic of ecosystem. Human activity has direct affects on ecosystem and the environment. The sustainability knowledge also has a deep interaction with society and nature. At the same time society affects the environment and environment condition affects on the social life style.

“Mountain areas are sensitive to climate change. Implications of climate change can be seen, for example, in less snow, receding glaciers, melting permafrost and more extreme events like landslides. Furthermore, climate change will shift mountain flora and fauna, second order impacts will occur in mountain agriculture, mountain hydropower and, of course, mountain tourism” (Bürki R, Elsasser H, Abegg B, 2003, page 1).

2.2.6.2- Climate change and its potential impacts on mountain tourism:

Bürki, Elsasser, and Abegg, (2003) argue the concept of climate change and its potential impacts on mountain tourism as follows: Snow For many alpine areas, winter tourism is the most important source of income and snow reliability is one of the key elements of the touristic offers. Snow related activities like cross- country skiing or snow moiling depend on enough snow. Hence, the financial viability of the winter tourism industry depends on sufficient snow conditions. It was the winters with little snow at the end of the Eighties (1987/88 – 1989/90) that caused a stir in the Alps. The big difference to the situations at earlier periods with little snow is that the capital intensity of ski tourism had considerably increased. However, the most important link between climate change and mountain tourism is less snow and, as a consequence, less earnings in ski tourism. Glaciers There is a measured increase in the retreat of glaciers all over the world. Since 1850, Swiss Glaciers have lost more than a quarter of their surface. In 2030, 20 to 70% of Swiss glaciers will have disappeared. This is not only a severe lost of mountain aesthetic, but also a problem for ski slopes on glaciers in winter and summer skiing. Permafrost Global warming increases melting of permafrost and makes many mountain areas vulnerable to landslides. Mountain cableway stations lift masts and other buildings in permafrost soil become instable. To brace and to anchor such buildings in melting permafrost-soils causes high costs. However, warming in mountain areas also makes hiking and climbing more dangerous due to increasing rock fall.

Changing weather conditions On the one hand, the future climate will be warmer; on the other hand, the future climate will change its pattern. More precipitation or a higher fog level will lead to new conditions for mountain summer tourism such as hiking, trekking or biking. More and stronger extreme events are another threat for tourism activities and tourism infrastructure. Besides, with warmer winter temperatures ice fishing would be increasingly impossible. Tourism and agriculture It seems likely that in the absence of a change in the frequency of natural disasters and extreme climatic events, farmers would be sufficiently flexible to adjust to direct effects of changed conditions without large investments. However, because of the strong links between the two sectors, direct impacts of climate change on tourism or agriculture are likely to have additional indirect impacts on the other sector. Depending on the region, farmers rely, to a variable degree, on off-farm income. In the Alps, an important number of farmers depend on winter tourism. This is important because government subsidies and the total gross margin could change in the future independent of climate change, whereas additional income from activities in other sectors, such as winter tourism, may change because of climate change. Direct impacts of climate change on the tourism industry may have serious indirect effects on agriculture. Climate change is not only a severe threat for winter tourism, but for mountain agriculture too.

2.3- Position of Iran:

Iran is located in southwest Asia and borders the Gulf of Oman, Persian Gulf, and Caspian Sea. Its mountains have helped to shape both the political and the economic history of the country for several centuries. The mountains enclose several broad basins, and plateaus, on which major agricultural and urban settlements are located. Until the 20th century, when major highways and railroads were constructed through the mountains to connect the population centers, these basins tended to be relatively isolated from one another. Typically, one major town dominated each basin, and there were complex economic relationships between the town and the hundreds of villages that surrounded it. In the higher elevations of the mountains rimming the basins, tribally organized groups practiced transhumance, moving with their herds of sheep and goats between traditionally established summer and winter pastures. There are no major river systems in the 17

country, and historically transportation was by means of caravans that followed routes traversing gaps and passes in the mountains. The mountains also impeded easy access to the Persian Gulf and the Caspian Sea.

With an area of 1,648,000 square kilometers (636,000 sq mi), Iran ranks sixteenth in size among the countries of the world. Iran is about one-fifth the size of the United States, or slightly larger than the combined area of the western United States (Arizona, California, Oregon, Washington, Nevada, and Idaho).

Iran shares its northern borders with three countries of: Armenia, Azerbaijan, and Turkmenistan. These borders extend for more than 2,000 kilometers (1,200 mi), including nearly 650 kilometers (400 mi) of water along the southern shore of the Caspian Sea. Iran's western borders are with Turkey in the north and Iraq in the south, terminating at the Shatt al-Arab, which Iranians call the Arvand Rud. The Persian Gulf and Gulf of Oman littorals form the entire 1,770 kilometers (1,100 mi) southern border. To the east lies Afghanistan on the north and Pakistan on the south. Iran's diagonal distance from Azerbaijan in the northwest to Sistan and Baluchestan Province in the southeast is approximately 2,333 kilometers (1,450 mi).

2.3.1- Tourism of Iran:

Based on (tourismiran.ir); Historical attraction could be the best reason to persuade tourists visiting this beautiful country. Pre-historic monuments, ancient site, castles, fortresses and bridges are just to name a few. Historical monuments, which belong to different periods of human settlement in the plateau of Iran, along with diverse natural, coastal, mountainous, and nomadic landscapes, make a coordinated and attractive combination for every tourist.

Ecotourism is a new trend and phenomenon Because of the natural attractions, scenery and untouched areas of the country of Iran it is even more important than the concept of tourism. The extensive land of Iran which includes the vast part of the Iranian plateau has provided various climatic conditions as well as different ecosystems and beautiful scenery which offer a unique opportunity for ecotourists.

There are about 10000 species of plants, 516 of wild birds (almost equal to the number of birds and plants species of the whole Europe), which undoubtedly draw the attention of every specialist and animal lover.

Top medical facilities, professional physicians, relatively low costs and hospitality of those involved has made Iran a very suitable destination for those seeking treatment in various categories, specially people in middle east, and the beyond. The situation of Iran and the history of medical care, the existence of good doctors and low-cost and high-quality healthcare services medical tourist is important term in Iran.

The hot temperature of the natural mineral springs refuses to surrender to the cold climate of the area, which could fall as low as minus 30 degrees Celsius. It keeps boiling even in the freezing winters of the northwestern province, with the steamy bubbles offering a unique sight in the sub- zero temperature. Owing to its innate chlorinated water, the natural hot mineral water pool is widely known as a tourist attraction for their medicinal properties.

Cities like Mashad, Qom and Esfehān offer unique opportunities to religious visitors. But apart from famous shrines and mosques in these cities, there are countless other wonderful religious attractions with amazing background all over the country, pre-Islamic shrines and temples, churches, cathedrals and Islamic attraction from all periods, beautifully decorated mosques, mausoleums, houses and much more in every possible corner of this vast country.

The weather in Iran varies a lot in different areas at the same time that allows visitors to exercise almost any kind of sport activities any time of the year they wish. Swimming and other water activities in the south in winter season or skiing in the north at the same time is possible. With so many mountains in the country, hiking and climbing can be a sport activity done any time of the year. These are just some examples of sport activities provided for tourists.

“Taking into account Iran’s climatic conditions and snow determinant climatic statistics as far as ski run development is concerned, the effective period starts from the beginning of October through to the end of May”(Tavallai, 2007, p.358).

2.3.1.1- Tourism of Mazandaran province:

According to umz.ac.ir; in the north of Iran next to the Caspian Sea, Mazandaran province is located. This province is surrounded by Alborz Mountains and the largest lake of the world. The large part of Mazandaran surface is covered with beautiful mountains of Alborz. The Highest Mountain of country, Damavand is located in this province. At the most attractive point of Mazandran the distance between mountain and the sea comes close, and create, a beautiful landscape; the combination of mountain, thick forest and the sea. According to the ancient Avestan texts Damavand was considered as the center of the Earth. Referring to the last administrative and political divisions Iran have 30 provinces.

2.3.1.2- The Mountain of Damavand:

According to Marefat(2002) the Mountain of Damavand is located in Bala-Larijan rural district – Larijan region, Amol area, the second province in Iran. Its east longitude is between 51 degrees and 58 minutes to 52 degrees and 16 minutes from the Prime meridian and its north latitude is between 35 degrees and 49 minutes to 36 degrees and 5 minutes from the Equator.

The direct distance of the crater from the cities and towns and the adjacent points is as follows:

The distance is mentioned in kilometer: Tehran 70, Amol 58, Sari 90, Souldeh port ( Khazar port) 65, Kajour 52, the city of Damavand 25, The city of firoozkouh 72, Plour 12.5, Rineh 9, and Abe Garm 8.5.

The Damavand volcano is considered as a part of the Alborz mountain chain and the Alborz range is related to the third era, and Damavand volcano is related to the early forth era of geology which means the Pleistocene period begins simultaneously with the explosion of the Sabalan, Sahand, Ararat and Alvand and the crater is made of Sulfater. From the height of 4000 meters above, sulfur stones and pure sulfur have been found abundantly. The French Faculty led by Jacques Demorgan proved that part of Alborz belonged to the second era (Jurassic). This faculty found one of the giant animal skeletons and proved that there were formerly tropical forests in Tehran and Damavand area, which has been destroyed over time. From the height of 4000 meters above, there is pure sulfur in the Damavand peak.

Damavand Hot and Mineral water:

1. Abali This is a potable mineral water which is also suitable for bathing, and it is used both for domestic usage. It could be carried in cans for drinking to all destinations.

2. Ask water This water is alkaline and consists of great amounts of Calcium bicarbonate, Salt, Magnesium, different kinds of chloride, Sodium hydroxide, Potash, Iron, Carbonate of soda and the fragments of the organic materials. This water could be useful for the difficult digestion disease, Obstruction of lymphatic ducts and Rheumatism.

3. Loura Water Loura is alkaline and includes Carbonate of soda, Carbonic acid, Magnesia salt, Chlorides and Phosphates, tracks of Ammonia, Iron and deposited organic material in it. It is also useful for the indigestion diseases in the stomach, neurosis, kidney stones and gravel.

4. Hot water The amount of water is 1000 liters per minute, the height of the fountain above sea level is 2380 meters, water temperature is 65 degrees, water taste is unpleasant, water odor is hydrogen sulfide, and water view is clear, with black and yellow deposits including Carbonate of soda, Magnesia salt, some tracks of Ammonia, Iron and deposited organic material. This water is not suitable for drinking and according to the experts’ viewpoints it is similar to the Pyrenees mountain chain sulfur water ( between Spain and France ) and bathing in this water is useful for the Cutaneous diseases, old wounds, Syphilis complications, Respiratory tract diseases, Rheumatism, Neurological illnesses, Hemorrhoids disease, etc. A river that emanates from Damavand is the famous Haraz River, whose main source is from the Palan gardan and kholnou peaks. But many of its branches emanate from Damavand peak which is as follows:

From west: The famous river of Delichay, which is the most massive and most water filled branch of the Haraz. From north: The rivers of Fizotaineh and Namar. From south and southeast: The low water and non important branches are emanated which are named after the villages in the way, such as Talou valley, Gazaneh valley, Hot water valley and Loumi valley. Ways to climb the mountain of Damavand: There are different ways, but for ease and guidance we will introduce 9 ways of climbing among which the south road is the easiest and the north road the most difficult.

Table: 2.2: (Marefat. A, 2002, p.447-449)

Number Climbing Direction Origin description and the way of climbing

1 The south road Plour – Loumer bridge – Loumer ghat

2 Plour – the place of accrete of the delichai and Lar rivers The southwest road and (zamin bala)

3 The west road …. Delichai peiab

4 The northwest road …. Delichai peiab – Sardagh

5 The north road . Rineh – Hot water- Melar – Talou valley – Sange nou - Molhar

6 The northeast road …. Menareh – Takhte fereidoon

7 The east road ….

8 The southeast road …. And Zamin Chal

9 The northeast Yakhar façade …. Melar – Talou valley – Talou peyab – Ice wall

2.3.1.3- Tourism of Damavand and Rineh

According to (damavand.ir) it could be understood that Damavand has got lots of historical buildings, including 38 Holy places 27 Castles, 16 historic houses, 13 historic Baths, 18 ancient

hills, 4 natural caves, 7 shrines, 6 historical mosques, 4 monuments, 5 caravanserais, 7 historic cemeteries, and 3 Old Bridges. The construction of these buildings backs to eight thousand years ago up to the end of Pahlavi the second reign. Works related to the Islamic era and Islamic cultures are also visible in the area. Damavand region enjoys high cultural value and credibility, and its name has been mentioned Iranian culture and mythology, including Kaveh, Arash and so on; however, so far no serious and continuous work has been done for identifying cultural - historic bases of the area until the efforts of Mr. Pazooki program which identified and identify the important agenda of Cultural Heritage Department in 1380 in Tehran. The purpose of this program was identification, documentation and preparation of registration records; historical buildings and landscaping of this area.

2.3.1.3.1- Advantages and disadvantages of tourism in Rineh (Damavand):

Mountain regions can be extremely rich in natural resources. They are often gifted with valuable minerals; have forests that can be of good quality sources of water, and are often used for electricity production. Because of their remoteness, they have preserved many biological and natural characteristics without much change. In the past decades, many mountain regions have been developed for tourism, outdoor activity and second homes. In many cases, this has changed their character. Rineh, in Damavan Mountains, is a good example of a mountain village and region, which has been preserved from heavy human changes due to its peripheral location, but as a result of the completion of new roads, is getting closer than ever to a large city such as Tehran.

Mountains are good sources of fresh water, wood, wildlife, minerals, or location for outdoor activities including mass tourism. Also mountains create natural borders with many countries. People living there are satisfied with their lives because of the quality of life. The mountains are often gifted with valuable minerals, forests, and good source of water for domestic and industrial consumption and for generating electricity.

“In reality mountain is a good economic asset and could be as a liability or special responsibility. The remote areas, which are hard to reach, are protected from hands of human to change the nature environment. This makes them rich 23

treasuries of native biological diversity. And this mountain creates safe environment for wildlife to be protected from humans” (Hamilton, & McMillan 2004, page 2).

2.4- Controlling factors of the future of tourism in Rineh:

2.4.1- Considering tourism motivations:

According to Hamilton L and McMillan L (2004); Mountains are very special places. For many they are scary; to most they bring an uplifting of the spirit and refreshment and to a few, they bring fear. They are the home for many different people in every continent. They occur in all biogeographically regions of the world, because of their history, isolation, and great variability of habitat, they are treasuries of high biodiversity and rich in endemic species. They contain a great variety of climate and of geological and physiographic features. They provide magnificent scenery and the qualities of remoteness and wilderness, solace and pose a challenge to those who visit them. And they are the storehouse of much of the world’s water. In fact, they are of untold value to those who live in them, those who visit them enjoy or study them, and those in the valleys and plains who count on a dependable yield of high quality water, other products (wood, minerals, game, food, etc.) and recreational opportunity from them.

2.4.2- Human resource and education

According to Weaver (2002) ecotourism has distinguishing characteristics by emphasizing on providing learning and education as experiences for the ecotourist. These can come from highly formal guided tours and interpretation to informal and personalized encounters with the environment. This learning component differentiates ecotourism from other forms of nature- based tourism, where the natural environment simply provides a convenient setting for fulfilling a variety of self-centered motivations. For example, white-water river provides a thrilling experience for an adventure tourist on a rafting expedition, while a snowy mountainside does the same for a downhill skier or snowboarder. The most desirable type of learning experience is the one that allows the ecotourist to appreciate the local ecosystem as a whole and the ways in which this ecosystem interacts, both positively and negatively, with the local human population. Such an experience should also provide the ecotourist with an advanced appreciation for environmental and social issues in general. One effective way of achieving this is to encourage

ecotourist participation in such activities as tree planting and trail maintenance, which are very attractive options for visitors who wish to have a meaningful travel experience.

Human resource management is frequently seen in terms of a three-part cycle, which contains all of the functional responsibilities that managers are required to address. This human resource cycle can be summarized as follows at first they attract an effective workforce which is mainly concerned with labour markets, human resource planning, recruitment and selection, flexible approaches to employment and retention. Secondly, develop an effective workforce through Performance and appraisal systems, constant process of education, training and development, and concern for rendering quality service through career development and succession plans. Then sustain an effective workforce with the help of providing a fair working condition, promotion of teamwork and empowerment, and involvement of employees in decision making processes.

2.4.2.1- Training and development

According to Sloman (2003, P. 16) nowadays human resource managers know that training and developments are really important, otherwise they wouldn’t have professional staffs in hotel or tourism. With training the services will be done in the best way and faster than before. In organizational development, the related field of training and development (T & D) deals with the design and delivery of learning to improve performance, skills and knowledge within organizations. In some organizations the term learning & development is used instead of training and development in order to emphasis the importance of learning for the individual and the organization. In other organizations, the term human resource development is used. Learning and development can be described as interventions and activities that are intended to improve the knowledge and skills in organizations which increasingly focus on the learner. Terms such as training, development, learning and education are often used interchangeably, though there are distinctions made between them. “It has been suggested that training is for skills and education for life” (Edgell et al, 2008, P.226).

Education usually develops intellectual capability, conceptual and social understanding and work performance through the learning process. Learning focuses on the changes which take place within the individual. Training is detailed concepts that are involved in the planned instructional activities. Development has different views on the interaction of internal/external factors, part of human resource management. It may also describe the organization's strategy for managing the process outcomes to be long lasting or it can be diminished over. They should be trained and apply their skills so they will be discouraged from leaving the organization. Education should be continued, because the world around us is changing every minute; as an example if computer is put to use in house keeping the staff should be trained to use that it.

“There is ample evidence that lower-skilled workers are less likely to receive training from their employers. Most studies, however, have not examined whether this is because companies are less likely to offer training to lower-skilled workers or because lower-skilled individuals are more reluctant to participate in training when offered. Human capital theory and prior training research suggest that firms will be more likely to offer training where they receive a higher return on their investment” (Finegold, Levenson, &. Van Buren, 2005, p.66). According to Edgell et al, 2008, P. 234 and 235; it is really amazing that when someone wants to spend thousands and even millions of dollars for building a new restaurant or hotel does not allocate enough dollars to training.

2.5- The difference between developed countries and Iran

It is important to know the difference between developed countries and Iran to better understand what the problems of Iran are and how to solve them. In developed countries they usually have modern human resource management; therefore, they know that the people are not artificial intelligences; as a result they give the staff empowerment in their position to manage their work by themselves and they train their staff in the best way so that the organization can trust its staff. Then through training, empowerment and knowing the organization of goals the staff will have flexibility, which leads to the facilitation of the issues and in low or high seasons nothing goes wrong. But unfortunately in Iran it is usual to use traditional method of human resource management, it means it is thought that their staffs are machines and the managers can tell them whatever they want and there is no empowerment. In Iran we have training, but it is insufficient

because training isn`t completed in standard ways; they just train staffs once in the beginning and there is no flexibility in the system. These are environmental or traditional issues; as an example Iranian managers just make decisions and give orders, and for them the only motivation is money.

Some of the activities in the developed countries are done by female rather than the male “even in the female friendly environment of catering, contract catering companies, the successors of the industrial canteens and the school and hospital kitchens, still employ relatively more women than hotel companies” (Guerrier, 2005, p. 12). On the other hand, when you look at Iranian hotels there is less female than male employees, and there are some positions that the female can’t work there; hardly any female can be found in kitchen of hotels.

2.6- Advertisement:

What is advertisement? • The paid promotion of goods and services • A means of developing a perceived want or need for a specific product on the part of target markets • A way of attracting the potential customer to the point of sale • A means of informing and communicating essential information

2.6.1- Advertising and the tourism industry: According to www.tourism.nsw.gov.au; advertising in service industry is more complicated than the product industry. In tourism industry, the situation is more challenging because you are selling the new experience. The customer will evaluate their product after returning from travel. The hard currency income is vital for those countries that focus on tourism industry. Nowadays, tourist activity is different from old times; they want to get involved in local communities and experience more risky activity than before. In the age of information, the customers have full of knowledge about many things, so making them satisfied is much harder than the old times.

2.7- Marketing:

Goeldner & Ritchie, (2003) argue that the marketing program combines a number of elements into a workable whole a viable, strategic plan. The tourism marketing manager must constantly search for the right marketing mix that is the right combination of elements that will produce a profit. The marketing mix is composed of every factor that influences marketing effort:

1. Timing: Holidays, high season, low season, upward trend in the business cycle, and so on, must all be considered.

2. Brands: The consumer needs help in remembering your product. Names, trademarks, labels, logos, and other identification marks all assist the consumer in identifying and recalling information about your product.

3. Packaging: Although tourism services do not require a physical package, packaging is still an important factor. For example, transportation, lodging, amenities, and recreation activities can be packaged and sold together or separately. Family plans or single plans are other forms of packaging.

4. Pricing: Pricing affects not only sales volume but also the image of the product. A multitude of pricing options exist, ranging from discount prices to premium prices.

5. Channels of distribution: The product must be accessible to the consumer. Direct selling, retail travel agents, wholesale tour operators, or a combination of these methods all comprise distribution channels that must be developed.

6. Product: The physical attributes of the product help to determine its position against the competition and provide guidelines on how to best compete.

7. Image: The consumer’s perception of the product depends to a great extent on the important factors of reputation and quality.

8. Advertising: Paid promotion is critical, and the questions of when, where, and how to promote must be carefully considered.

9. Selling: Internal and external selling are essential components for success, and various sales techniques must be incorporated in the marketing plan.

10. Public relations: Even the most carefully drawn marketing plan will fail without good relations with the visitors, the community, suppliers, and employees.

The preceding list makes it obvious that the marketing manager’s role is a complex one. Using knowledge of the consumer market and the competition, the marketing manager must come up with the proper marketing mix for the resort, attraction, or other organization. The marketing manager’s role begins with planning to allow direction and control of the foregoing factors.

2.8- Communicating:

Croft (2004) it discusses that; communication includes a great deal of human (and animal) activity. As an example the acts of communication could be reading, writing, listening, speaking, and viewing images, creating images, expression and body language. For thousands of years the process of communication has been the subject of study, during which the process has come to be appreciated with increasing complexity. “There has never been so much change in the way people communicate than there is right now. New generations use tools their parents don’t even understand, and young people consume news as easy as they create and publish it themselves. These shifts in communication will undoubtedly have consequences for the communication industry” (Beelen P., 2006, page 3).

2.9- Recreation tourism and urban life:

Pigram & Jenkins (1999) argue that leisure consists of fairly self-determined activity-experience that falls into one’s economically free time roles, that is seen as leisure by participants, that provides opportunities for recreation, personal growth and service to others. It is psychologically enjoyable in expectation and memory, which potentially covers the whole range of loyalty and strength, which contains characteristic norms and constraints. “In the specific case of outdoor recreation that element of reward may be stronger since participation will usually require the physical removal of the participant from the home or the workplace in order to engage in the activity in question. There is thus an additional cost in effort, time and/or money which must be part of the decision to participate” (Pigram J. Jenkins J., 1999, page 6).

2.10- Promotion of local tourism as basic operation for tourism development:

To have a continuous tourism development, there should be promotion of local tourism as the basis for operation of tourism. As Weed M & Bull, (2004) assert “for benefiting from tourism by local sports participants there are three ways; the first way could be in the opening up of tourist- based facilities for local resident use (dual use); second, in the support the tourist market can provide for local sports provision; and the third, in the case of potential rather than actual participants, contributing to the development of sports participation and healthy lifestyles.” (Weed & Bull, 2004, p. 17)

2.11- Improve Glacier Tourism Planning and Formulate Environmental Protection Planning

“Tourism planning is a blueprint, a macro guideline, and the basis of strategic promotion of tourism scientific development. Damavand tourism development must adhere to the principle of “protection goes before development, building follows planning”, regulate scientifically and implement effectively tourism planning, determine the scope and order of tourism development, and strictly limit frequent human activities and pollution industries” (Shijin W, Yuanqing H, Xiaodong S, 2010, page 172).

When millions of tourists, employees, workers, and scientific research personnel visit Rineh, they will leave inevitably huge amounts of waste material behind them every year. Tourists should be more concerned about the sensitivities of the environment and the resultant problems if they leave behind their refuse. Thus, a proper glacier tourism planning for glacier conservation, tourism environment treatment, waste management, and pollution control will play a key role in minimizing eco-impacts on nature around Rineh.

2.12- Tourism investment:

According to Jafari (2000, pp.330, 331) investment in tourism can be examined from different point of views. For example, the tourism sector generally requires investment in infrastructure, communications, transportation, utilities and the like. As a result, new port and airport amenities, sewage treatment and desalination plants and satellite telephone systems are all examples of

capital investment in infrastructure. Alternatively new restaurants, hotel buildings and theatres are investment in superstructure. However, investment can include increases in the crockery or stocks of hotels, or training courses.

Foreign exchange is the swap of a country’s currency for another. The exchange rate among two currencies is the price of a unit of one currency in conditions of the other currency at which the exchange takes place (for example, 1 USD is 10654 Rials of Iran). Since exchange rate variations affect the relative prices of goods and services in different countries, they are a significant factor in international trade, including international tourism, as well as unexpected attractiveness of certain destinations at the expense of others when their currencies fluctuate considerably.

2.13- Physical and psychological carrying capacity:

According to Font &Tribe (2000) tourism carrying capacity is defined as “the maximum number of people who can use a site without an unacceptable alteration in the physical environment and without an unacceptable decline in the quality of the experience gained by visitors”

“This concept is so complex and its application is difficult. Types of carrying capacities are physical, psychological (or perceptual), social and economic. Depending upon the nature of tourists, the site and any resident population, the qualification and measurement of carrying capacity is problematic. Capacities might also change over time as alterations take place in determinants such as accessibility”.(Mathieson & Wall, p. 21). Font & Tribe (2000) believe that assessing the carrying capacity is somehow subjective. This means that the idea presented is not objectively oriented. Despite these weaknesses, carrying capacity reminds that a destination has limitations. Without considering these limits human presence will threaten its well-being and future existence. In the interests of sustainability Planning and management decision-makers should observe the message of carrying capacity that poses limits to the growth and these must be recognized.

2.14- Safety and security:

According to Nkosi (2010) with the development of the tourism industry, crimes against travelers affect many people besides the victims and their families; of course crimes committed

against tourists are not a new phenomenon. Unpleasant experiences of tourists at a particular destination are covered by the media or reported by tourist themselves to friends and families by the word of mouth. The destination will be subject to bad publicity and the number of tourists visiting the area will decline. As an example; in South Africa, tourists have been exposed to criminal attacks. This wouldn’t be good for tourist because it harms the tourists as individuals emotionally and physically. Sometimes it goes to an extent where even the family and friends of that particular tourists are affected by the criminal act committed against the tourist. This occurs, when criminal attacks such as rape and murder have been committed. It’s better to inform tourists about dangers they may encounter at these tourism facilities, but they should not become frightened in the process. They should be encouraged to travel in groups. Finally, they should be aware of people around them and keep their values in hand.

For local communities benefiting from tourism in the context of crime, respondents are not conversant of the benefits they receive through tourism, they do not know the value of having tourist visiting the city and respondents are not aware of the employment opportunities available during visiting seasons. It is recommended that tourism authorities and other stakeholders should ensure and improve safety and security around tourism facilities. They should put warn signage, around the sites there must be police presence around tourism facilities. The justice department should impose heavy sentences to the criminals who commit crimes against tourists. Authorities should set up community based projects, for example, a tourism crime prevention forum that is community driven.

2.15- Moral Disorder: “Tourism can increase crime, create changes in moral behavior, such as prostitution and Gambling, and disrupt traditional kinship and community bonds by the migration of community members to work in tourism areas” (Burney 2007, p.24).

2.16- Job Creation: Rowe, Smith, & Borein (2002) assert that economic factor is the major benefit of tourism for a region or country because it provides an opportunity for job creation and makes revenue at

international, national, regional, and local levels. Even at regional and local levels tourism can benefit economies, as money comes into urban and rural areas which in turn stimulates new business enterprises and promotes more positive image in an area. “When an area develops as a tourist destination, the local economy benefits because new jobs are created and visitors bring more business to local shops and restaurants. The income generated can then be used to improve local services, whether by developing more facilities for residents and visitors, such as leisure centers, shopping areas and entertainment or attractions, this is known as the multiplier effect” (Rowe A, Smith J and Borein F, 2002, page 18).

2.17- Inflation & Money leakage: According to Vanhove (2005, pp. 175, 176) “a high season when there are lots of tourists coming to the destination will raise the prices of many goods and services in the tourism region. In tourist areas the prices for services and products are generally higher than the other cities or regions where there are fewer tourists. Tourists can afford high prices, so retailers increase their prices. This has two consequences: first, local residents should pay more for their goods; and secondly, retailers selling to tourists meet the expense of increase in rents and taxes, which are passed on to the consumer. Growth of tourism creates additional demand for land, and competition among potential buyers increases the land price. The local inhabitants are forced to pay more for their homes, but land owners and local residents profit from the additional value. So it is important to know that the final result is a benefit, furthermore, this effect is quite local. “Leakage occurs when revenue leaves the destination as profit to nonlocal businesses or for the purchase of external goods and services. Leakage rates for nature-based tourism at the destination level can be high, reducing local economic benefits and thereby undermining potential incentives for conservation. However, nature-based tourism is diverse, ranging from backpacking through to luxury safaris. To identify approaches to minimize the problem of leakage it is therefore important to know which types of nature-based tourist and tourism deliver the greatest local economic benefits. Conservation planners have tended to favor a “high-value, low-volume tourism model because this is expected to maximize the economic returns for conservation (e.g., through gate fees) while minimizing potentially negative environmental impacts by keeping visitor numbers low” (Sandbrook Ch, 2009, p. 21).

2.18- Cultural exchanges:

Culture has been defined as “behavior as observed through social relations and material artifacts. In a deeper anthropological sense, includes patterns, norms, rules and standards which find expression in behavior, social relations and artifacts. Culture is ‘acquired’ through learning and the interaction between people.” (Wall & Mathieson, 2006, p.259) According to Besculides, Lee & McCormick, (2002, pp. 303-307) “for residents in communities, tourism can have outcomes of negative and positive where sharing and preserving their culture could be seen as differing goals. In these years international and domestic tourism has been increased because of experiencing another culture, therefore it can provide benefits to local residents who share their culture as well as to those visiting the communities.”

Host would have some characteristic such as tolerance, pride, stronger sense of ethnic identity, reciprocity and sociocultural benefits include learning, community pride, increased understanding, tolerance of others and strong cultural identity. On the other hand, it has the potential to negatively impact the character and traditional culture of small communities. Tourism has the power to affect cultural change; it can also dilute or even destroy it.

Based on Wall & Mathieson (2006) Cultural change is induced both by factors which are internal and external to culture. Cultures would change in the absence of tourism and cultural change may occur as a result of:

1. The modification of the ecological niche occupied by a society. Changes to the habitat of a society induced changes which may involve cultural adaptation and change.

2. The contact between two societies with different cultures may bring about changes to both groups.

3. The evolutionary changes occurring within a society. This refers to the process of adaptation where societies change in response to internal biological and social needs to ensure satisfaction from their environment.

As Wall and Mathieson (2006) present cultural tourism in less developed countries are tourists who often are western and wealthier, they are less likely to borrow from their hosts are their

hosts are from them. In less developed destinations the hosts for satisfying the tourists would loss attitudes and values and become more like the culture of their visitors. According to Manzur and Jogaratnam (2006) customer service experience is very important and the most important part of that experience is interactions between employees and customers, and from that experience costumers can evaluate the employees’ skills, motivations, and attitudes toward them.

2.19- Community involvement:

“A number of studies have found a positive relationship between residents’ acceptance of the industry and their economic dependency on it. Results of these studies suggest that residents involved in this industry are more likely to encourage tourism than those not” (Besculides, Lee, and McCormick (2002, p. 308).

Li (2006) argues that not often in developing countries would you find community participation, but by having community participation via employment as workers or as small business operators, rather than participation in the decision making process it would help community receive more than economic benefits.

According to Wall, Mathieson (2006, pp.306 and 307) “community of the destination areas would like to have their own opinions concerning what are desirable states and what costs are acceptable for related benefits in the search for tourism. They give opinions because of previous experiences, personal hopes and fears, current or prospective involvement in tourism and other things. So it’s better to mix experts view points with knowledge and priorities of locals. But it should be considered that this kind of process may have more cost in terms of both time and money and it would slow down the speed of decision making.” In many developing countries decision making systems are top-down and limited expertise in tourism planning, as a result the opportunity for local people to participate in decisions concerning tourist development may be minimal. And if local people not expect to be involved in tourism planning, the inputs of outside experts would be given more weight and on the other hand the opinions of local elites may be implemented to the disadvantage of the less powerful majority whose interests have not been considered effectively.

2.20- Local Value:

According to Li (2006, p. 133) community participation focuses on decision making processes, if the benefits of tourism development and local communities be involved in decision making their benefits would be ensured and their traditional lifestyle and values will be respected. “One condition of tourist satisfaction with hosts is the match between tourist and host value orientations, tourist satisfaction is higher if the value system of the tourist aligns with the value system of the host” (Truong & King 2000, P.69).

2.21- Handicraft improvement:

“Handicraft, also known as craftwork or simply craft, is a type of work where useful and decorative devices are made completely by hand or using only simple tools. Usually the term is applied to traditional means of making goods. The individual artisanship of the items is a paramount criterion; such items often have cultural and/or religious significance. Items made by mass production or machines are not handicrafts” (Qattan A, 2009, P. 5).

2.22- Table: 2.3 Extracted Components:

Economical Natural & Cultural Social Components Components Environmental Components Components

Job creation Sustainable Local Interaction Community involvement

Safety & Security Carrying capacity Cultural exchange Psychological carrying capacity

Moral disorder Protected tourism Education Local value areas

Inflation & Money Handicraft leakage improvement

Tourism investment

Chapter 3: Methodology

3.1 Introduction

Chapter three discusses the research methodology that includes an explanation about the sampling, survey, research design, measurement and instruments applied in this study.

3.2 Research design

According to the literature it could be understood that Damavand Mountain (Rineh) has strong potential to become ecotourism destination. For this reason, researchers designed the questionnaire and administered it to the local people to understand the local’s approach toward tourism and how they want to deal with this industry. Also they had interviewed Dr. Hamid Zargham, who is a professional in the field of tourism and they had a deep interview with him to see his ideas from an expert point of view.

3.3 Research approaches Scientists and researchers use different types of methods to obtain the answers. The main methods are qualitative and quantitative. Qualitative research is a formless and primarily exploratory design based on small samples. In chapter two, a qualitative method has been used to provide insight and understanding to the reader. The second method, that is, quantitative research seeks to quantify data and typically applies some form of statistical analysis. In chapter four, a quantitative research method has been implemented for collecting numerical data and analyzing the data. In brief, scientists may apply both quantitative and qualitative research methods, something referred to as triangulation method. While most researchers develop expertise in one style, the two methods have different complementary strengths.

3.4 Research Methodology

In the present research data was collected from both quantitative and qualitative perspectives, because this research was created from the two different dimensions. 3.4.1 Research Instrument

For collecting information the researchers looked at database such as Science Direct for right keywords and books, journals, and e-books that researchers had in their (Lulea University) electronic libraries and Allameh Tabatabai University. They searched the internet for any other information that was related to keywords. The researchers used all this information for completing chapter 2 and the data became the basis for the key components used in the study.

Researchers first collected the data through deep interviews of local people. Most of locals had poor academic background so explaining tourist impacts was difficult. However researchers collected the essential data. The second instrument used was the questionnaire which was given to locals that will be discussed in more detail. 3.4.2 Measurement

Researchers collected the data using structured questionnaire which typically contains items each of which elicits a different bit of information. The questionnaire measured attitudes generally and was constructed as an attitude scale using a large number of items, which obtained a reliable assessment of an individual’s attitude. This questionnaire used the Likerts Scale ranging from 1 to 5 from very low to very high. For the quantitative data the researchers used SPSS statistical package for analyzing the data, presenting the assumptions, principles and techniques to gain insight into the data.

3.4.3 Sample selections The populations in this research were locals or residents of Rineh destination (Damavand). This was done because of the relevance of their lives to tourism and tourists, and the positive and negative impacts of this business.

3.4.3.1- Sample size Determining the best sample size is difficult and it is very important. Because if it is too small it may lead to wrong results and on the other hand, if it is too large, it would waste time, resources and money. So the best thing to do is that to ask; what sample size do I need? The answer is related to the number of different factors included such as population size, allowable sampling error, purpose of the study, and the risk of selecting an insufficient sample. We could easily determine the minimum sample size needed to estimate process parameters, such as the population mean or variance, and Cronbach’s Alpha.

3.5- Testing validity and reliability The questionnaires must meet some standards to be valid and reliable so that after some years other researchers can use the questionnaires and get the right information. The questions should be understood by the experts and if needed by the people of particular destination. (The percentage of experts who agree the test items should be valid). In this research validity was determined systematically by experts. If the questions were not understood accurately the questions were revised and re-tested until they got corrected.

Chapter 4: Result and Research finding

4.1 Introduction

The present chapter it explains and discusses the analysis of the questionnaire that has twenty questions and involves four main components. This chapter covers: sample data, results, research questions, T-Test, and confirmation or rejection of each research question.

4.2 Empirical Result

The data analysis in this thesis was done using SPSS software. The result of such procedure is simultaneous analysis of; how can Damavand Mountain present its ecotourism potentials for becoming an ecotourism destination?

The side questions are:

4.2.1 Descriptive data analysis

In line with the purpose of this study, we observed local people and find those people were involved hospitality and tourism business directly or indirectly and also interested in answering our questionnaires. The questionnaire was administered to 112 people, but only 83 were correctly completed. They were administered to people who lived in Rineh area and were involved in tourism business. According to researchers’ observation and interview with Mr. Nasiri, the governor of Larijan, the main source of income of the locals is from Hospitality sector.

4.3 Statistical results:

The results showed that 32.5% of the people who answered the questionnaire were female and 66.3% were male. All the people mentioned their age and there was no missing information for the age level. Most of the people who filled the questionnaire were about 29 to 39 (47%) and on the other hand only about 7% were over 50, so it was mostly responded to the youth point of view. The Statistics of gender says that 82 out of 83 people who completed the gender information were valid and one of them didn’t mention.

All the people had mentioned their education and it had no missing information. Looking at the tables in appendix; say that on average, people who completed the questionnaires in Damavand (Rineh) are under diploma or have diploma and only about 23% of them have bachelor or higher education. The statistic shows that 62.7% were married.

30 people out of 83 didn’t write their occupation so 53 of the questionnaires were valid about the occupation information. The occupation information from (63.9%) 50 out of 83 shows that most of them were employee and labor and only about 2% were house worker. And in the whole, most of them were in contact with tourism industry somehow. 4 people out of 83 didn’t mention their work experience. The valid percent shows that 39.2% of 79 people have less than 5 years of experience.

a) What is the economic impact of Damavand Mountain after becoming an ecotourism destination?

“Frequency distribution tables are easy to read and provide a great deal of basic information about the data. Many times, however, researchers need to summarize and condense information for understanding it better, many times. Measures of central tendency can be used to do this. The mean, median and mode are measures of central tendency.” (Hair J, Money A, Page M and Samouel Ph, 2007, Page 316)

To describe the variability in a distribution of numbers the researchers used variance and standard deviation. 3 people out of 83 didn’t give a valid answer to the economical questions. Looking at tables in appendix the economic factor mean is 3.33 and the std. Deviation is 0.50662

and the variance are 0.257 the most answered are 3.33 from 1to5 answers so it shows economical factors are important in average. The answers were as following;

1) Very low 2) low 3) middle 4) high 5) very high

b) What is the cultural impact of Damavand Mountain after becoming an ecotourism destination?

Based on tables in appendix, the cultural factor, one of the people who answered the questioner didn’t answer cultural factor. And the average was 3.50 and the std. Deviation was 0.54592 and the variance is 0.29. The most answered was 3.50 and 3.75. Cultural impact has been accepted too.

c) What is the natural and environmental impact of Damavand Mountain after it becomes an ecotourism destination?

According to tables in appendix the natural factor has the average of 3.67 and the std. Deviation of 0.39738 and the variance of, 0.158 the most answered are 3.67. It is obvious that, environmental factor is very important for Damavand Mountain, because the most important thing for motivating people to Damavand is its nature and environment. The locals who have answered the questions of the questionnaire knew that thing and that’s why most of them gave higher answers.

d) What is the social impact of Damavand Mountain after it becomes an ecotourism destination?

4 of the respondents didn’t answer the social questions. Looking at the statistical information, the Social factors mean is 2.50 and the std. Deviation is 0.48915 and the variance is 0.239. The most answered are 2.50. So in the whole they think social factors don’t have much influence on the development of Damavand for tourism.

T-Test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean economic 80 3.3375 .50662 .05664

One-Sample Test

Test Value = 3

95% Confidence Interval of the Difference

T Df Sig. (2-tailed) Mean Difference Lower Upper economic 5.959 79 .000 .33750 .2248 .4502

In this table df or degree of freedom is calculated based on the formula; number of cases minus one. Its objective was to calculate the influence of economical factors on the Damavand destination as an ecotourism destination in Iran. And it shows that magnitude of the mean is higher than the mean of 3 (3.3375), so it can be understood that economic is important factor for making Damavand as an ecotourism destination.

This sample test of economic factor has been 99% accepted.

T-Test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Social 79 2.9051 .48915 .05503

One-Sample Test

Test Value = 3

95% Confidence Interval of the Difference

t Df Sig. (2-tailed) Mean Difference Lower Upper

Social -1.725 78 .088 -.09494 -.2045 .0146

Social factor isn’t significant for making Damavand as an ecotourism destination, because the mean is under M: 3 the number is 2.9051.

T-Test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Natural 75 3.5444 .39738 .04589

One-Sample Test

Test Value = 3

95% Confidence Interval of the Difference

t Df Sig. (2-tailed) Mean Difference Lower Upper

Natural 11.865 74 .000 .54444 .4530 .6359

As it shows, this sample of natural factor has been 99% accepted. And the mean is 3.5444 and is over 3 so the natural factor is an important factor.

T-Test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Cultural 82 3.7866 .54592 .06029

One-Sample Test

Test Value = 3

95% Confidence Interval of the Difference

t Df Sig. (2-tailed) Mean Difference Lower Upper

Cultural 13.047 81 .000 .78659 .6666 .9065

As it shows this sample of cultural factor has been 99% accepted. And the mean number is 3.7866 and is over 3 so the natural factor is an important factor.

Reliability

Scale: ALL VARIABLES

Case Processing Summary

N %

Cases Valid 71 85.5

Excludeda 12 14.5

Total 83 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.811 20

It has put all variables (20 questions) of the questionnaire to see how reliable the questionnaire is. And the result is; the questions are 81% reliable by the result of Cronbach’s Alpha, and have high correlation.

Reliability

Scale: ALL VARIABLES

Case Processing Summary

N %

Cases Valid 71 85.5

Excludeda 12 14.5

Total 83 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.866 4

Scale Statistics

Mean Variance Std. Deviation N of Items

13.5223 1.807 1.34422 4

It has put all variables, 4 factors of economic, natural, social and cultural to see how reliable is. And the result shows the four factors have high correlation with 86.6% by the result of Cronbach’s Alpha.

Gender:

Female Male

Median Mode Mean Median Mode Mean

Economic 3.33 3.17 3.38 3.33 3.00 3.31

Social 2.75 2.50 2.83 3.00 3.00 2.95

Natural 3.50 3.67 3.43 3.50 3.50 3.61

Cultural 3.75 3.50 3.88 3.75 3.75 3.75

Looking at the above table which tries to show the relationship between the gender and the four main components of economic, social, natural and cultural you can see that females care more about economic and natural point of view, but on the other side for males, social and cultural is more important than for females. For further information it has been discussed more in chapter 5 in discussion.

Age:

18 to 28 29 to 39 40 to 49 50 and over

Median Mode Mean Median Mode Mean Median Mode Mean Median Mode Mean

Economic 3.33 3.17 3.45 3.17 3.67 3.34 3.33 3.00 3.32 3.33 2.00 2.90

Social 3.00 3.00 2.93 2.75 2.50 2.97 3.00 3.00 2.82 2.75 2.00 2.60

Natural 3.17 3.17 3.47 3.50 3.67 3.58 3.50 3.50 3.56 3.33 3.33 3.50

Cultural 3.50 3.50 3.64 3.75 3.75 3.89 3.88 3.50 3.83 3.50 2.75 3.50

In this table you can see the crossings between ages and four main components, and it shows as the age increases, the people’s point of view on economic changes, so in younger age’s people care more about economics than older people. But from the social point of view ages 18 to 28 and 40 to 49 think is more important than the ages 29 to 39 and ages over 50. The ages between; 49

29 to 39 care more than other age groups for the natural and environment, but other age groups care about it as well, because their mode numbers are all above 3. And as you can see age 50 and over gave the less significance to cultural component and the age range of 29 to 39 had the most care for cultural.

Education:

Under Diploma Diploma Bachelor Master and over

Median Mode Mean Median Mode Mean Median Mode Mean Median Mode Mean

Economic 3.17 3.17 3.24 3.25 3.00 3.32 3.58 3.33 3.52 3.83 3.83 3.67

Social 2.50 2.50 2.64 3.00 2.75 3.08 3.00 3.00 3.09 3.50 3.50 3.39

Natural 3.50 3.50 3.50 3.58 3.67 3.57 3.33 3.67 3.37 3.83 3.67 3.88

Cultural 3.75 3.50 3.61 3.75 3.75 3.73 4.00 3.50 3.89 4.75 5.00 4.63

Comparing different level of educations of people in Rineh with four main components, it shown that the people who have bachelor or over think economic is more important than the lower educated people. This result is the same as other components of social, natural and cultural.

Chapter 5: Conclusion and Research suggestion

5.1- Overall Summary

This study tried to study the Damavand (Rineh) as ecotourism destination. So that tourists would cause less damage to natural environment of Damavand. People in Rineh believe through with good management, it is possible to promote the area as a good icon for ecotourism activity.

The important part of this research includes the study of Damavand Mountain capacity as an ecotourism destination.

The main question of this research is:

How can Damavand Mountain present its ecotourism potentials for becoming an ecotourism destination?

The secondary research questions are;

a) What is the economic impact of Damavand Mountain after becoming an ecotourism destination? b) What is the impact of Damavand local’s culture for becoming an ecotourism destination? c) What is the natural and environmental impact of Damavand Mountain after it becomes an ecotourism destination? d) What is the social impact of Damavand Mountain after becoming an ecotourism destination? From literature review we came up with four main components; economical, natural & environmental, cultural and social. For these components we created 20 questions that cover all components. This questioner method used the Likert scale from one to five from very low to very high. The questionnaire has been given to 112 local people but only 83 questionnaires completed correctly; also the researchers had interviewed with some of the locals, as well.

5.2- Findings

The researchers achieved major findings from the four main components using Variance, Standard Deviation and T-Test in SPSS software. The findings showed that natural and

environmental component was the most important factor for local community; findings are also explained in detail as follows:

5.2.1- Major Findings

a) What is the economic impact of Damavand Mountain after it becomes an ecotourism destination? Looking at statistical information shows that the Mean of economical factors is 3.33. Then it is an important factor in average. And has an influence on people’s decision about considering Damavand Mountain as an ecotourism destination.

b) What is the impact of Damavand local’s culture for becoming an ecotourism destination? For this research question the mean is 3.50 and the std. Deviation is 0.54592 and the variance is 0.29. Overall it shows that cultural component is confirmed by locals and it could have an impact on the destination after Damavand Mountain becomes an ecotourism destination.

c) What is the natural and environmental impact of Damavand Mountain after it becomes an ecotourism destination? By referring to statistics the Natural factor has the average of 3.67 and the std. Deviation is 0.39738 and the variance is 0.158, so it could be understood that the natural and environmental component has a big influence.

d) What is the social impact of Damavand Mountain after it becomes an ecotourism destination? On the whole they think that social factors don’t have much influence in developing Damavand for tourism. Because based on statistics; the Mode is 2.50 and it is less than 3 so it is below average.

5.3- Discussion

Based on to the findings of economic, natural and cultural questions, it has been approved in the statistics that these factors are important and these components are accepted by Brown Ch, (2004), who argues: “Sustainable tourism development meets the needs of present tourists and

host regions while protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such a way that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, and biological diversity and life support systems.” (p.1)

“When an area develops as a tourist destination, the local economy benefits because new jobs are created and visitors bring more business to local shops and restaurants. The income generated can then be used to improve local services, whether by developing more facilities for residents and visitors, such as leisure centers, shopping areas and entertainment or attractions, this is known as the ‘multiplier effect’.” (Rowe A, Smith J and Borein F, 2002, page 18) The social component question was not accepted by statistical results but it has been discussed by united nation foundation, (2002) as fallows “Tourism which leads to management of all resources in such a way that; economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, and biological diversity and life support systems.”

Based on the findings of natural and environmental questions it has been considered by locals as an important factor, which is also accepted by Gi Yi, (1998) as well “all people have the right to live in a healthy and pleasant environment, and the government should work to conserve the environment. The exercise of environmental rights shall be governed by the rule of law. And it says for managing the environment some acts should be done as fallow;

 Environmental Disputes Settlement Act  Special act relating to the control of environmental crimes  Act relating to support and development of environmental technologies  Environmental Improvement Account Act  Act relating to environmental improvement  Environmental Management Corporation Act  Natural Environmental Conservation Act

5.4- Limitations

 Limitation of relevant data and information about Damavand (Rineh). 53

 Lack of local people formal education.

 Time limitation

5.5- Applicable suggestions

Question 1: statistics shows that tourists create job opportunities for local people. Researcher’s interview with restaurant owners explain that in summer which is a high season for them the sales of food increase rapidly.

Question 2: statistics shows that tourist did not create negative social impact. According to most locals, most tourists who came as mountain climber or in groups do not show impolite behavior. However according to police station reports in (Rineh station), some small number of locals do some wrong doings that are incompatible with regulations and social value of their community; such as prostitution and giving a room to partners that do not show their identification card, while according to the Iran law, relationship without marriage is not acceptable for government authorities.

Question 3: statistic shows that local people believe that arrival of tourist will not increase the household production price because the price is fixed and will not increase by the arrival of tourists.

Question 4: statistics shows that local people consider the arrival of tourists as a reason for the increase in the cost/price of land across time. For example, the hotel owner says; when he bought the lands in year 2000, the lands were very cheaper than nowadays. According to him, after Lotus hotel apartment was built in this area the price of lands rose gradually.

Question 5: statistics shows that arrival of tourists will increase the chance of investment, however locals believe that there should be proper management for organizing the resource so that income is generated for local community. Sadly, the only things that local people are not concerned are natural environment, because many young locals are seeking jobs.

Question 6: statistic shows that the chance of hard currency entering to the region is very low. According to local’s people point of view, they declare that because they see very little international tourist they do not have any hopes that hard currency comes to the area. However these people who work as local tour leaders have different point of views because they receive US dollar and Euros from professional climbers who want to climb Damavand Mountain.

Question 7: statistic shows that if hard currency is created in the region, the money stays in the area and would not leak out from community. The income causes from renting their house for using the hot spring water that the pipe brings from the fountain. Because only few people have permission to use hot spring water and this loyalty is for local people, thus the money cannot move out of the local community.

Question 8: statistic shows that overall local people believe that natural areas have potential to become protected area. But according to Environmental Protection Organization of Iran the location is not categorized as protected area.

Question 9: statistics shows that local people believe that if the officials develop an effective strategy, there is a hope for the area to generate income. But locals think the officials should work on more important areas of development such as infrastructure rather than concern themselves with generating income from protected areas in future.

Question 10: statistics shows that local people believe that right programs and plans are likely to increase their income if they plan the right way. In fact local people did not understand the nature of protected areas but in general they believe that protected area will help natural environment.

Question 11: Statistics shows that having ecotourism tours in Damavand (Rineh) can have an infraction on the environment conservation, because the result of mean number was over 3 and it was 4.41, so it has been accepted by the locals.

Question 12: Statistic shows that tourists’ entry volume to Damavand could be highly tolerated by locals, because the average result from the locals was 3.75; then they think Rineh has a capacity of accepting lots of tourists.

Question 13: Statistics shows that the tourists, who enter Damavand, would have an impact on the cultural exchange of hosts and tourists. This is obvious because in Rineh, people are hospitable and they would have communication with tourists and it would bring cultural exchange. This has been approved by the result of 3.70.

Question 14: Statistics shows that the arrival of tourists to Damavand (Rineh) could have an influence on introducing Damavand Mountain as a global attraction because the result of mean number was 4.61, so it could be understood that the people believe Damavand (Rineh) is a global natural attraction.

Question 15: Statistics shows that the arrival of tourists to Damavand (Rineh) would not help in increasing their handicraft productions because Rineh does not have any handicrafts and the result accepts this with the number 2, because it’s fewer than 3 and it hasn’t been accepted.

Question 16: Statistics shows that the arrival of tourists to Damavand (Rineh) would motivate the locals for improvement, the locals agreed with the motivation for improvement by having tourists in Damavand (Rineh). The result was 4.

Question 17: Statistics shows that the arrival of tourists to Damavand (Rineh) would have positive impact on residential value because the average result was 3.50.

Question 18: Statistics shows that the arrival of tourists to Damavand (Rineh) wouldn’t make locals unhappy because of their limited facilities, and the result accepts this as well, because the result number was even below 2 (1.90), so they believe by tourist arrivals there wouldn’t be any problem for their facilities.

Question 19: Statistics shows that the arrival of tourists to Damavand (Rineh) would not destroy the destinations ecosystem, because they say the tourist care about the destinations ecosystem even more than the locals over there, and the result was 2.

Question 20: Statistics shows that from the local point of view Damavand destination could be introduced as a unique tourism attraction, and the result accepts it by the number 4.60.

5.6- Conclusion This study closely looked at the tourism of Damavand Mountain (Rineh) from ecological point of view. The findings showed that tourism creates the main income for local people who live in Rineh. According to local people point of view, tourists bring less negative impacts compared to residents. In developing countries such as Iran, in a short period of time, the country would lose its remaining natural resources if the great population pressure on natural resources isn't alleviated efficiently through economic development. From researchers’ observation, one of the problems of Rineh is garbage collection at the right time with right order. We could witness this in middle of main road to Rineh where there is a place that accumulates huge amount of garbage that creates negative image for onlookers. Even in the city you could find garbage that is not collected. These problems are created because some organizations between local governments do not cooperate effectively with each others. Secondly, the locals should be more educated to have effective interaction with tourists. According to numerous residents, the local government did not work effectively as they should. Many good plans have been proposed but none have actually been implemented. “Nearly 5 million tourists; domestic and international are visiting Mazandaran province each year.” (Tourism Studies Quarterly Journal of Management & Accounting School, 2005) with precise management and implicating sustainable tourism we can bring many visitors to the destination. The arrival of tourists would generate income for local people of Rineh. As a result Damavand Mountain (Rineh) has got the potential of becoming an ecotourism destination; with green look at tourism we can protect Damavand (Rineh) for future Generation.

5.7- Suggestions for further researchers Based on our experience it seems that, interview is the best option for collecting data for researchers. The local people will prefer more orally given information rather than completing the questionnaire and doing paper work. It is a wise idea for future researchers to illustrate the map of research area; this will help them to a better discover the location, hence coming up with a touristic map. Researchers should know that there are limitations to the related data and information about Damavand (Rineh). Also Universities can financially support researchers to motivate and have them do better primary research.

References: Rome, A. (1999). Ecotourism impact monitoring. Ecotourism Technical report, 1, 1-53. Antonia, B., Martha, L., & McCormick, P. (2002). Residents’ perceptions of the cultural benefits of tourism. Arizona: Northern Arizona University Press.

Baum, T. (2006). Human resource management for tourism, hospitality and leisure. London: Thomson Learning. Buckley, R. (2003). Case studies in ecotourism. New York: CABI Publishing.

Burki, R., Elsasser, H., Abegg, B. (2003). Climate change-impacts on the tourism industry in mountain areas, Zurich: Amelung, (pp.165-172).

Coastal area management program, (1999). (CAMP) Fuka- Matrouh, Carrying capacity assessment for tourism development, Priority Actions programmed Regional Activity Centre, Split, Egypt: UNEP.

Chang, G. (1998). Ecotourism in Korea, Journal of Korea tourism, Vol. 2, 2,119-127. Christopher, B. (2004). Steps to sustainable tourism, planning a sustainable future for tourism, heritage and the environment, Managing Director & CEO TTF Australia, Journal of earth science, Vol. 2, 3, 1-18.

Croft, R. (2004) Communication theory, Strategic thinking journal, Vol. 1, 1-9.

Edgell, L., Allen, M., Smith, G., Swanson, J. (2008). Tourism policy and planning, Oxford: Elsevier.

Elliot, J. (1997). Tourism political and public sector management, London: Routledge.

Font, X., & Tribe, J. (2000). Forest tourism and recreation case studies in environmental management, New York: CABI publishing.

Fennell, D. (1991). Ecotourism an introduction, London: Routledge.

Fennell, D., & Dowling, R. (2003). Ecotourism policy and Planning, New York: CABI Publishing.

Finegold, D., Levenson, A., Van Buren, M., Keck, G. (2005). Institute of Applied Life Sciences, University of Southern California, Learning & development roundtable of the corporate executive board, USA human resource management journal, Vol. 15, 2, 33-87.

Geoffrey, W., & Alister, M. (2006). Tourism; change, impacts and opportunities, London: Pearson.

Guerrier, Y. (2005). Inaugural lecture: Roehampton University, Jobs for the girls, and jobs for the boys”: Gender and Work in the Tourism Industry. Hair, J., Money, A., Samouel, P., Page, M. (2007). Research methods for business, England Chichester: John Wiley.

Hamilton, L., & McMillan, L. (2004). Guidelines for planning and managing mountain protected areas. Gland, Switzerland and Cambridge, UK: IUCN Publications.

Marefat, A. (2002). Iran’s mountains and caves, (2nd Ed), Tehran: Goli Publications.

Milne, J., LeMense, J., & Virginia, R. (2009). Mountain resorts; ecology and law in modern society, UK: Ashgate.

Mike, W., Bull, C. (2004). Sports tourism participants, policy and providers, Oxford: Elsevier Butterworth-Heinemann.

Min, W. (2005). A discussion about the development of ecotourism. Vol. 4, 10, 29-32. Nkosi, G. (2010). The impact of crime on tourism in the City of uMhlathuze, KwaZulu-Natal, South Asian journal of tourism and heritage, Vol. 3, 2, 76-81.

Norbert, V. (2005). The economics of tourism destinations, Oxford: Elsevier.

James, H. (2005). Sport tourism destinations issues, opportunities and analysis, oxford: Elsevier Butterworth-Heinemann.

Jennifer, B. (2007). The impacts of tourism and development in Nicaragua agrassroots approach to sustainable development, University of Massachusetts, master thesis, (p.24).

Joseph, H., Arthur, M., Philip, S., Mike, P. (2007). Research methods for business, chicchester: John Wiley. Paul, P. (2006). Advertising; what everybody in advertising, marketing and media should know about the technologies that are reshaping their business. Business Journal, 2, 3-29.

Pay per nature view Understanding tourism revenues for effective management plans, (2004). Leeds Tourism Group Leeds, Metropolitan University, United Kingdom (pp. 5- 6, 8).

Peter, B. (2000). Ecotourism from a conceptual perspective, an extended definition of a unique tourism form, International Journal of tourism research, 1, 3-23.

Pigram, J., Jenkins, J. (1999). Outdoor recreation management, New York: Routledge.

Luz, M., & Giri, J. (2006). Impression management and the hospitality service encounter: Cross- cultural differences, International Journal of tourism research, 2, 20-36.

Qattan, A. (2009). Handicrafts market demand analysis, Journal of demand analysis, 3, 5-18.

Ritchie, B., & Crouch, G. (2003). The competitive destination as sustainable tourism perspective, UK: CABI publication. Rowe, A., Smith, J., & Borein, F. (2002). Travel and tourism, UK: press syndicate of the University of Cambridge.

Safarnameh magazine. (2010). Vol. 2, 4, Mobina publication, Tehran, (p.52-81).

Sanjay, k. (2005). Mountain tourism: toward a conceptual framework, Tourism geographies, vol. 7, 3, 313-333.

Sandbrook, Ch. (2009). Local economic impact of different forms of nature-based tourism Department of geography, University of Cambridge, (p. 21).

Shijin, W., Yuanqing, H., Xiaodong, S. (2010). Impacts of climate warming on alpine glacier tourism and adaptive measures: A case study of baishui glacier No. 1 in Yulong Snow Mountain, Southwestern China, Journal of earth science, Vol. 21, 2, 166-178.

Sloman, M. (2003). Chartered institute of personnel and development, Journal of training in the age of the learner, London, 2, 9-36. Tavallai, S. (2007). Winter tourism as an economic alternative in Iran; Anatolia, volume 18, 2, Ankara, Turkey, 256-358.

Thuy, T., & King, B. (2000). Comparing cross-cultural dimensions of the experiences of international tourists in Vietnam, Victoria University, Australia, Journal of Australia tourism, 3, 43-71.

United nation foundation. (2002). Sustainable tourism, London, p.1.

Weaver, D. (2002). Ecotourism as a tool for development in peripheral regions, George Mason University, USA, International Journal of sustainable regional development, 2, 1-30.

WenJun, L. (2006). Community decision-making participation in development, Pekin University, China, Annals of Tourism Research, vol. 33, 1, 132-143.

Zirakbash, D. (2007). Analysis for tourism markets of Isfahan city and its development strategies, Journal of marketing. 1, 1-8. http://damavand.ir/Footer/Tourism.aspx/17/7/2010 http://www.kultur.gov.tr/EN/belge/2-20090/antalya.html /21/8/2010 http://www.umz.ac.ir/en/about_mazandaran.asp /13/9/2010

Appendix:

Frequencies

Statistics

Gender

N Valid 82

Missing 1

Mode 2.00

Gender

Cumulative Frequency Percent Valid Percent Percent

Valid females 27 32.5 32.9 32.9

males 55 66.3 67.1 100.0

Total 82 98.8 100.0

Missing System 1 1.2

Total 83 100.0

Frequencies

Statistics

age

N Valid 83

Missing 0

Mode 2.00

Age

Cumulative Frequency Percent Valid Percent Percent

Valid 18 to 28 22 26.5 26.5 26.5

29 to 39 39 47.0 47.0 73.5

40 to 49 16 19.3 19.3 92.8

50 and over 6 7.2 7.2 100.0

Total 83 100.0 100.0

Frequencies

Statistics

education

N Valid 83

Missing 0

Mode 1.00

Education

Cumulative Frequency Percent Valid Percent Percent

Valid under diploma 38 45.8 45.8 45.8

diploma 26 31.3 31.3 77.1

bachelor 11 13.3 13.3 90.4

master and over 8 9.6 9.6 100.0

Total 83 100.0 100.0

Frequencies

Statistics

single or married

N Valid 83

Missing 0

Mode 2.00

Marital Status

Cumulative Frequency Percent Valid Percent Percent

Valid single 31 37.3 37.3 37.3

married 52 62.7 62.7 100.0

Total 83 100.0 100.0

Frequencies

Statistics

occupation

N Valid 53

Missing 30

Mode 1.00

Occupation

Frequency Percent Valid Percent Cumulative Percent

Valid employee 16 19.3 30.2 30.2

labor 14 16.9 26.4 56.6

teacher 11 13.3 20.8 77.4

house work 2 2.4 3.8 81.1

self employee 10 12.0 18.9 100.0

Total 53 63.9 100.0

Missing System 30 36.1

Total 83 100.0

Frequencies

Statistics

work experience

N Valid 79

Missing 4

Mode 1.00

work experience

Cumulative Frequency Percent Valid Percent Percent

Valid below 5 years 31 37.3 39.2 39.2

5 to 10 years 21 25.3 26.6 65.8

11 ta 20 years 12 14.5 15.2 81.0

over 20 years 15 18.1 19.0 100.0

Total 79 95.2 100.0

Missing System 4 4.8

Total 83 100.0

Frequencies

Statistics

Economic

Valid 80 N

Missing 3

Mean 3.3375

Median 3.3333

Mode 3.33

Std. Deviation .50662

Variance .257

Sum 267.00

Frequencies

Statistics

Economic

Valid 80 N

Missing 3

Mean 3.3375

Median 3.3333

Mode 3.33

Std. Deviation .50662

Variance .257

Economic Cumulative Frequency Percent Valid Percent Percent

Valid 2.00 2 2.4 2.5 2.5

2.50 2 2.4 2.5 5.0

2.67 3 3.6 3.8 8.8

2.83 8 9.6 10.0 18.8

3.00 10 12.0 12.5 31.3

3.17 11 13.3 13.8 45.0

3.33 13 15.7 16.3 61.3

3.50 5 6.0 6.3 67.5

3.67 10 12.0 12.5 80.0

3.83 5 6.0 6.3 86.3

4.00 5 6.0 6.3 92.5

Frequencies

Statistics

Economic

Valid 80 N

Missing 3

Mean 3.3375

Median 3.3333

Mode 3.33

Std. Deviation .50662

Variance .257

4.17 3 3.6 3.8 96.3

4.33 2 2.4 2.5 98.8

4.67 1 1.2 1.3 100.0

Total 80 96.4 100.0

Missing System 3 3.6

Total 83 100.0

Frequencies

Statistics

social

Valid 79 N

Missing 4

Mean 2.9051

Median 3.0000

Mode 2.50

Std. Deviation .48915

Variance .239

Sum 229.50

Social

Cumulative Frequency Percent Valid Percent Percent

Valid 2.00 6 7.2 7.6 7.6

2.25 2 2.4 2.5 10.1

2.50 18 21.7 22.8 32.9

2.75 12 14.5 15.2 48.1

3.00 16 19.3 20.3 68.4

3.25 9 10.8 11.4 79.7

3.50 11 13.3 13.9 93.7

3.75 3 3.6 3.8 97.5

4.00 2 2.4 2.5 100.0

Total 79 95.2 100.0

Missing System 4 4.8

Total 83 100.0

Frequencies

Statistics

natural

Valid 75 N

Missing 8

Mean 3.5444

Median 3.5000

Mode 3.67

Std. Deviation .39738

Variance .158

Sum 265.83

Frequencies

Statistics

natural

Valid 75 N

Missing 8

Mean 3.5444

Median 3.5000

Mode 3.67

Std. Deviation .39738

Variance .158

Natural Valid Cumulative Frequency Percent Percent Percent

Valid 2.83 2 2.4 2.7 2.7

3.00 4 4.8 5.3 8.0

3.17 14 16.9 18.7 26.7

3.33 10 12.0 13.3 40.0

3.50 13 15.7 17.3 57.3

3.67 15 18.1 20.0 77.3

3.83 7 8.4 9.3 86.7

4.00 1 1.2 1.3 88.0

4.17 2 2.4 2.7 90.7

4.33 4 4.8 5.3 96.0

4.50 3 3.6 4.0 100.0

Total 75 90.4 100.0

Missing System 8 9.6

Frequencies

Statistics

natural

Valid 75 N

Missing 8

Mean 3.5444

Median 3.5000

Mode 3.67

Std. Deviation .39738

Variance .158

Total 83 100.0

Frequencies

Statistics

Cultural

N Valid 82

Missing 1

Mean 3.7866

Median 3.7500

Mode 3.50a

Std. Deviation .54592

Variance .298

Sum 310.50

cultural Cumulative Frequency Percent Valid Percent Percent

Valid 2.25 1 1.2 1.2 1.2

2.75 2 2.4 2.4 3.7

3.00 4 4.8 4.9 8.5

3.25 8 9.6 9.8 18.3

3.50 18 21.7 22.0 40.2

3.75 18 21.7 22.0 62.2

4.00 14 16.9 17.1 79.3

4.25 6 7.2 7.3 86.6

4.50 1 1.2 1.2 87.8

4.75 7 8.4 8.5 96.3

5.00 3 3.6 3.7 100.0

Total 82 98.8 100.0

Missing System 1 1.2

Total 83 100.0

T-Test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

economic 80 3.3375 .50662 .05664

One-Sample Test

Test Value = 3

95% Confidence Interval of the Difference

t Df Sig. (2-tailed) Mean Difference Lower Upper

economic 5.959 79 .000 .33750 .2248 .4502

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

social 79 2.9051 .48915 .05503

One-Sample Test

Test Value = 3

95% Confidence Interval of the Difference

t df Sig. (2-tailed) Mean Difference Lower Upper

One-Sample Test

Test Value = 3

95% Confidence Interval of the Difference

t df Sig. (2-tailed) Mean Difference Lower Upper

social -1.725 78 .088 -.09494 -.2045 .0146

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

natural 75 3.5444 .39738 .04589

One-Sample Test

Test Value = 3

95% Confidence Interval of the Difference

t df Sig. (2-tailed) Mean Difference Lower Upper

natural 11.865 74 .000 .54444 .4530 .6359

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

cultural 82 3.7866 .54592 .06029

One-Sample Test

Test Value = 3

95% Confidence Interval of the Difference

t df Sig. (2-tailed) Mean Difference Lower Upper

cultural 13.047 81 .000 .78659 .6666 .9065

Reliability

Scale: ALL VARIABLES

Case Processing Summary

N %

Cases Valid 71 85.5

Excludeda 12 14.5

Total 83 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.811 20

Questions Mean Std. Deviation N

1 4.2254 .74060 71

2 2.1408 .91489 71

3 2.9296 1.03267 71

4 3.6620 .97018 71

5 3.8310 .86166 71

6 2.4366 1.11781 71

7 3.0563 .99839 71

8 3.5915 .68822 71

9 3.4930 .69433 71

10 3.7042 .81756 71

11 4.4085 .72855 71

12 3.7465 .85721 71

13 3.7042 1.21178 71

14 4.6056 .68617 71

15 2.0704 1.36616 71

16 4.0563 .73460 71

17 3.4930 .85979 71

18 1.9014 1.04410 71 19 2.1408 1.22236 71 20 4.6338 .68116 71

Case Processing Summary

N %

Cases Valid 71 85.5

Excludeda 12 14.5

Total 83 100.0

Reliability Statistics

Cronbach's Alpha N of Items

.866 4

Scale Statistics

Mean Variance Std. Deviation N of Items

13.5223 1.807 1.34422 4

Gender:

Female Male

Median Mode Mean Median Mode Mean

Economic 3.33 3.17 3.38 3.33 3.00 3.31

Social 2.75 2.50 2.83 3.00 3.00 2.95

Natural 3.50 3.67 3.43 3.50 3.50 3.61

Cultural 3.75 3.50 3.88 3.75 3.75 3.75

Age:

18 to 28 29 to 39 40 to 49 50 and over

Median Mode Mean Median Mode Mean Median Mode Mean Median Mode Mean

Economic 3.33 3.17 3.45 3.17 3.67 3.34 3.33 3.00 3.32 3.33 2.00 2.90

Social 3.00 3.00 2.93 2.75 2.50 2.97 3.00 3.00 2.82 2.75 2.00 2.60

Natural 3.17 3.17 3.47 3.50 3.67 3.58 3.50 3.50 3.56 3.33 3.33 3.50

Cultural 3.50 3.50 3.64 3.75 3.75 3.89 3.88 3.50 3.83 3.50 2.75 3.50

Education:

Under Diploma Diploma Bachelor Master and over

Median Mode Mean Median Mode Mean Median Mode Mean Median Mode Mean

Economic 3.17 3.17 3.24 3.25 3.00 3.32 3.58 3.33 3.52 3.83 3.83 3.67

Social 2.50 2.50 2.64 3.00 2.75 3.08 3.00 3.00 3.09 3.50 3.50 3.39

Natural 3.50 3.50 3.50 3.58 3.67 3.57 3.33 3.67 3.37 3.83 3.67 3.88

Cultural 3.75 3.50 3.61 3.75 3.75 3.73 4.00 3.50 3.89 4.75 5.00 4.63

Questionnaire:

The questioner in front of you is (study of potential of Damavand (Rineh) as ecotourism destination) for receiving the master degree in tourism and hospitality management. Therefore, please answer our question with care and patience. Many thanks for your cooperation. If you wish for more detail answers in (why?) part of question you can written in front of the question or back of the page. Meanwhile, all the information will remain confidential.

Ali Sazegara and Mehrad Khadem

If you wish for give us more information answer (why?) question.

Personal information:

Gender: female male

Age: 18 to 28 29 to 39 40 to 49 50 to over

Education: under diploma diploma bachelor master and over

Marital statute: single married

Occupation:

Work experience: under 5 years 5 to 10 11to 20 over 20

1. In your opinion the arrival of tourist to Damavand (Rineh) for job creation how effective will be? Why?

1) Very low 2) low 3) middle 4) high 5) very high

2. In your opinion the arrival of tourist to Damavand (Rineh) to what extend can create moral disorder for providing services to them (local)? Why?

1) Very low 2) low 3) middle 4) high 5) very high

3. In your opinion the arrival of tourist to Damavand (Rineh) to what extend can cause for increasing the price of household products? Why?

1) Very low 2) low 3) middle 4) high 5) very high

4. The arrival of tourist to Damavand (Rineh) to what extend change price value of lands in region? Why?

1) Very low 2) low 3) middle 4) high 5) very high

5. In your opinion the arrival of tourist to Damavand (Rineh) to what extend increase the hope for investment? Why?

1) Very low 2) low 3) middle 4) high 5) very high

6. To what extend we can hope that with arrival of international tourist to Damavand (Rineh) generate hard currency income? Why?

1) Very low 2) low 3) middle 4) high 5) very high

7. To what extend we can hope that with arrival of tourist to Damavand (Rineh) foreign currency income generated spend in local community and do not exit from community?

1) Very low 2) low 3) middle 4) high 5) very high

8. Do you think that Damavand region has the potential to become a protected area?

1) Very low 2) low 3) middle 4) high 5) very high

9. In your opinion, what would be the amount of income generated from protected areas in Damavand (Rineh)? Why?

1) Very low 2) low 3) middle 4) high 5) very high

10. In your opinion, would changing the Damavand (Rineh) to a protected area increase the income generation? Why?

1) Very low 2) low 3) middle 4) high 5) very high

11. By having ecological tours in Damavand (Rineh), to what measure it can have an infraction on the environment conservation? Why?

1) Very low 2) low 3) middle 4) high 5) very high

12. To what measure tourists’ entry volume to Damavand could be tolerated by locals? Why?

1) Very low 2) low 3) middle 4) high 5) very high

13. In your opinion the tourists who enter Damavand, how much would they help to impact the cultural exchange of hosts and tourists? Why?

1) Very low 2) low 3) middle 4) high 5) very high

14. In your opinion the arrival of tourists to Damavand (Rineh) to what measure it could have an influence in introducing Damavand Mountain as a global attractive natural? Why?

1) Very low 2) low 3) middle 4) high 5) very high

15. In your opinion the arrival of tourists to Damavand (Rineh) how would it help in increasing their handicraft productions? Why?

1) Very low 2) low 3) middle 4) high 5) very high

16. In your opinion the arrival of tourists to Damavand (Rineh) how much would motivate the locals for improvement? Why?

1) Very low 2) low 3) middle 4) high 5) very high 89

17. In your opinion the arrival of tourists to Damavand (Rineh) how much positive impact it would have on residential value? Why?

1) Very low 2) low 3) middle 4) high 5) very high

18. In your opinion the arrival of tourists to Damavand (Rineh) how would it make locals unhappy because of limiting facilities? Why?

1) Very low 2) low 3) middle 4) high 5) very high

19. In your opinion the arrival of tourists to Damavand (Rineh) how would it destroy the destinations ecosystem? Why?

1) Very low 2) low 3) middle 4) high 5) very high

20. In your opinion to what measure Damavand destination could be introduced as a unique tourism attraction? Why?

1) Very low 2) low 3) middle 4) high 5) very high