موانع و تسهیلکنندههای توسعة پایدار گردشگری کشاورزی در غرب استان مازندران.

Agritourism can promote socio-cultural values in rural areas by creating new job opportunities, helping to preserve the environment, and reversing rural-urban migration flows. However, studies have shown that this type of tourism in Iran has not yet become acceptable for development. The aim of this research was to identify the barriers to and facilitators of sustainable development of agrotourism in the west of Mazandaran Province based on an exploratory sequential mixed (qualitative quantitative) method. First, 21 experts in the field of agritourism were purposefully selected from the quality departments of various organizations through semi-structured interviews. After collecting the necessary information, 120 indicators were extracted by using Conventional Content Analysis (CCA), which were then categorized in 8 socio-cultural, physical-physical, political-legal, management, intellectual infrastructure, communication-advertising, participatory, and marketing dimensions. The statistical population in the quantitative section included 69 rural residents in the western villages of Mazandaran Province, who were selected via a multi-stage method. To analyze the data, force field analysis was done by using SPSSwin20 and Pathmakerver5.5 software. The results showed that the outcomes of the deterrent forces of all the 8 factors were higher than those of the promoters, which revealed infeasibility of the sustainable development of agritourism. For each factor, the strongest facilitator and obstacle were identified and introduced. In conclusion, it should be said that it is necessary to facilitate agritourism development by strengthening the driving forces and removing obstacles to reach the equilibrium point and ultimately sustainability. [ABSTRACT FROM AUTHOR]