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 i 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 ii 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. i 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 ii 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 iv 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 v 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 vi 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