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The Role of Rural Tourism Brands on Social Sustainability of Rural Settlements (Case Study: Binaloud County)

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The Role of Rural Tourism Brands on Social Sustainability of Rural Settlements (Case Study: Binaloud County) Journal of Research and Rural Planning Volume 6, No. 4, Winter 2018, Serial No.20 ISSN: 2322-2514 eISSN: 2383-2495 http://jrrp.um.ac.ir The Role of Rural Tourism Brands on Social Sustainability of Rural Settlements (Case Study: Binaloud County) ALiakbar Anabestani*1 - Mohammad Reza Abbaszadeh2- Zeybab Vesal3 1- Full Prof. in Geography and Rural Planning, Ferdowsi University of Mashhad, Mashhad, Iran. 2- MSc. in Agricultural Engineering, University of Tehran, Tehran, Iran. 3- MSc. in Geography and Rural Planning, Golestan University, Gorgan, Iran. Received: 29 August 2016 Accepted: 20 December 2016 Extended abstract was comprised of 166 out of 4663 households, and as table 1.0 shows, the sample households were selected 1. INTRODUCTION from nine villages including Jagharq, Abardeh-Oliya, urrently, in most developed countries, Kang, Dehbar, Gorakhk, Abardeh-Sofla, Zoshk the development of rural tourism is Neighborhood, Hesar, Sarasiab, Azghad and Zoshk. realized through creating brands for Households were the unit of analysis in this study, rural tourism destinations because and the respondents were the units of observation. C tourism brands pave the way for The required data were obtained using a competition between different service questionnaire filled out by household members. The sectors; however, in a broader context, it competes questionnaire designed by the authors of the study with other tourism destinations for attracting more was the main research tool to collect data and asses tourists and investment, and providing better the variables. Data processing and analysis were services, employment, etc. In fact, rural tourism is conducted using SPSS software package. For data a valuable source of employment and income analysis, descriptive and analytical statistical methods generation that could be an important tool for socio- were employed. The validity (i.e., face validity) of economic development of rural communities. Today, data gathering tools was confirmed by experts. The rural tourism is an invaluable source of job reliability of the questionnaire was assessed using creation and income generation, which can serve as Cronbach's alpha coefficient, which showed the an important vehicle for social and economic questionnaire was reliable (r=0.78). development in rural communities. Thus, the creation of a unified brand for rural tourism and 3. DISCUSSION systematic planning of rural managers in the To analyze the impact of tourism on social selection of suitable branding projects can prepare the sustainability of rural settlements, the path analysis ground for the promotion of sustainability in test was used. The results were analyzed in three economic, social, environmental, physical, and stages (outputs). In the first stage, 13 independent structural domains. variables were included in the equation, with a regression analysis explaining 35% variation in the 2. METHODOLOGY dependent variable (i.e., social sustainability). In This study is an applied one whose data are collected this context, the variable of appropriate using a descriptive-survey method. The population infrastructure with a coefficient of 0.364 had a consists of rural households in Binalood county. significant impact on the dependent variable. According to the most recent data, there were Therefore, in the second stage, the “appropriate approximately 9263 rural households in Binaloud infrastructure” was treated as the dependent county. Based on Cochran formula, the sample size variable and seven other variables, which had high *. Corresponding Author: [email protected] Tel: +98915 571 9016 32 Journal of Research and Rural Planning No.4 / Serial No.20 level of significance, were incorporated as sustainability through variables such as access to independent variables. appropriate infrastructure. Similarly, the variable of tourism development could exert indirect effects The results suggest that variables included in the on variables like appropriate infrastructure and regression analysis explained more than 14% of tourism facilities. the variation in the dependent variable (i.e., appropriate infrastructure) with the variable of On the other hand, entrepreneurship and accessibility of tourist facilities (a=0.359) leaving employment variables also had significant indirect the greatest impact on the dependent variable. In effects on sustainability. Finally, the independent the third stage, tourism facilities were treated as variable factors (e.g., tourism brands) were ranked the dependent variables and other variables were according to their impact. Out of eight variables treated as independent variables. Thus, variables analyzed in the regression equation, the variables included in the regression analysis explained 7% of of tourism facilities (0.472), appropriate the variation in the dependent variable (i.e., infrastructure (0.364), and tourism development tourism facilities). Finally, tourism development (0.169) had the greatest effect on social remained as the last variable. sustainability. However, the effects of factors such as education, artistic importance, existence of 4. CONCLUSION tourism-related job opportunities, tourism assets, In this study, the effects of rural tourism brand accessibility, investment, natural potentials, factors on social indicators of rural settlement were cultural significance, and entrepreneurship on investigated. There is a significant positive sustainability were identified as the least important relationship between the creation of a tourism factors in the path analysis though they are brand and social sustainability in most rural areas different from other equation variables. under study. That is, the development of rural tourism brand can lead to the sustainability of rural Key word: Brand, Rural tourism, Partnership, areas. Security, Life quality, Binaloud. Finally, the results of path analysis showed that the Acknowledgments: This research did not receive independent variable (i.e., rural tourism brand), in any specific grant from funding agencies in the addition to its direct effects, had a number of public, commercial, or not-for-profit sectors. significant indirect effects on the social The authors have no conflict sustainability of rural settlements as well. In this Conflict of Interest: of interest to declare. context, the variable of tourist facilities, besides its direct effects, could indirectly influence How to cite this article: Anabestani, A., Abbaszadeh, M. R. & Vesal, Z. (2018). The role of rural tourism brands on social sustainability of rural settlements (Case study: Binaloud County). Journal of Research & Rural Planning, 6(4), 31-48. http://dx.doi.org/10.22067/jrrp.v5i4.58483 32 مجلّة پژوهش و برنامهریزی روستایی سال 6، شمارة 4، زمستان 1396، شمارة پیاپی 20 شاپای چاپی: 2514-2322 شاپای الکترونیکی: 2383-2495 http://jrrp.um.ac.ir بررسی نقش برند گردشگری روستایی بر پایداری اجتماعی سکونتگاههای روستایی )مطالعة موردی: شهرستان بینالود( علیاکبر عنابستانی 1- محمدرضا عباسزاده - زینب وصال3 1- استاد جغرافیا و برنامهريزی روستايی، دانشگاه فردوسی مشهد، مشهد، ايران. 2- کارشناس ارشد مهندسی کشاورزی، دانشگاه تهران، تهران، ايران. 3- کارشناس ارشد جغرافیا و برنامهريزی روستايی، دانشگاه گلستان، گرگان، ايران. تاریخ دریافت: 7 شهریور 1395 تاریخ پذیرش:29 آذر 1395 چکیده هدف: امروزه گردشگری از راهبردهای مؤثر در توسعۀ روستايی میباشد که پايداری در ابعاد اجتماعی، اقتصادی و زيستمحیطی را به همراه دارد؛ به همین دلیل جوامع اقدام به برندسازی در عرصۀ گردشگری میکنند تا با ايجاد تمايز و موقیعت خاص برای مقصد، گردشگری روستايی توسعه يابد. روش: روش تحقیق در اين پژوهش، از نظر هدف، کاربردی و از نظر روش، توصیفی- تحلیلی است که بخش عمدهای از دادههای آن براساس مطالعات میدانی و با روش نمونهگیری )کوکران( از سطح 167 خانوار نمونه منطقه جمعآوری شده است. یافتهها: يافتههای پژوهش حاکی از آن است که در زمینۀ توزيع فضايی متغیر مستقل )برند گردشگری روستايی(، روستای جاغرق و ابرده علیاا باه ترتیا باا میانگینهای 84/3 و 74/3 بیشترين رقم و روستای گراخک با میانگین 82/1 کمترين رقم و در توزيع فضايی متغیر وابسته )پاياداری شااخ های اقتصاادی(، روستای جاغرق و ابرده علیا به ترتی با میانگینهای 35/4و 09/4 بیشترين رقم و روستای گراخک با میانگین 28/1 کمترين رقم آماره را باه خاود اختصااص دادهاند. همچنین، ايجاد برند گردشگری و پايداری اجتماعی در هشت روستا دارای همبستگی مستقیم میباشد. در نهايت، با اجارای آزماون تحلیال مسایر در چندين مرحله، متغیر »تجهیزات گردشگری« به عنوان يکی از شاخ های متغیر مستقل با 472/0 درصد بیشترين تأثیرات را بر پايداری به همراه داشته است. محدودیتها: دسترسی به روستايیان و به ويژه دهیاران و کس اطﻻعات در راستای اهداف تحقیق، عمدهترين چالش تحقیق حاضر است. راهکارهای عملی: با توجه به اين نتايج، توجه به محصوﻻت خاص در منطقۀ مورد مطالعه، توجه ويژه به بعاد کاارآفرينی در ناواحی روساتايی، فراهمکاردن تجهیزات گردشگری در سطح روستاهای مورد مطالعه، بازيابی عناصر فرهنگی و توجه به آداب و رسوم محلی و غیره توصیه میشود. اصالت و ارزش: يافتههای اين تحقیق میتواند در جهت برطرفساختن نقاط ضعف و تقويت نقاط قوّت متناس با برناد گردشاگری و تاأثیر آن بار پاياداری اجتماعی در روستاهای منطقه مورد مطالعه مفید بوده و الگويی جهت استفاده در ديگر مناطق کشور باشد. کلیدواژهها: برند، گردشگری روستايی، مشارکت، امنیت، کیفیت زندگی، بینالود. ارجاع: عنابستانی، ع.، عباسزاده، م. ر. و وصال، ز. )1396(. بررسی نقش برند گردشگری روستايی بر پايداری اجتماعی سکونتگاههای روستايی )مطالعۀ موردی: شهرستان بینالود(. مجله پژوهش و برنامهريزی روستايی، 6)4(، 29-48. http://dx.doi.org/10.22067/jrrp.v5i4.58483 * نویسندۀ مسئول Email: [email protected] 34 مجلّه پژوهش و برنامهریزی روستایی شمارۀ 4/ پیاپی 20 1. مقدمه گردشووگری گوسوو هی سووهز وکووهگ موواو دگ جهوو تاسوو ۀ گردشگری گوس هی از سای مراکز نههدتهی مرتب به گوس ه بوه 1. 1. طرح مسأله امروزه گردشگری به عنواا گورگگهه تاسو ۀ پهیوااگ تلقو جای دنبهل نم شاد. ی از دییل آ گا م تاا کمتواجه م شوواد کووه بووه مووهتی چناب ووای عووهوه بوور توویمی نیووهز به مقالۀ برنا و برناسهزی گا بزگگتری مسیله و چوهلش پویش گردشگرا بهعث تغییرات عماهای دگ سیس م جهم وۀ میزبوه گوی ای صن دگ ناا گوس هی ایرا دانسو . بوه ات وه بور م شاد )دویور ادواگد میسو لی گومو و اسو هت1 2009 نظرات نزدیکتری کهگشنهسه به مقالۀ گردشگری نیوز نشوه ص. 67(. از طرفوو تاسوو ۀ گردشووگری دگ نوواا گوسوو هی م دتا که کهگبرد مفوهتیم برناسوهزی دگ صون گردشوگری کشاگتهی دگ هل تاس ه به عناا ی از سیهسو تهی موؤثر کشاگ و تاس ۀ آ بسیهگ نهکهگآما اسو .
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