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

INTRODUCTIONCurrently, in most developed countries, the development of rural tourism is realized through creating brands for rural tourism destinations because tourism brands pave the way for competition between different service sectors; however, in a broader context, it competes with other tourism destinations for attracting more tourists and investment, and providing better services, employment, etc. In fact, rural tourism is a valuable source of employment and income generation that could be an important tool for socio-economic development of rural communities. Today, rural tourism is an invaluable source of job creation and income generation, which can serve as an important vehicle for social and economic development in rural communities. Thus, the creation of a unified brand for rural tourism and systematic planning of rural managers in the selection of suitable branding projects can prepare the ground for the promotion of sustainability in economic, social, environmental, physical, and structural domains.
METHODOLOGYThis study is an applied one whose data are collected using a descriptive-survey method. The population consists of rural households in Binalood county. According to the most recent data, there were approximately 9263 rural households in Binaloud county. Based on Cochran formula, the sample size was comprised of 166 out of 4663 households, and as table 1.0 shows, the sample households were selected from nine villages including Jagharq, Abardeh-Oliya, Kang, Dehbar, Gorakhk, Abardeh-Sofla, Zoshk Neighborhood, Hesar, Sarasiab, Azghad and Zoshk. Households were the unit of analysis in this study, and the respondents were the units of observation. The required data were obtained using a questionnaire filled out by household members. The questionnaire designed by the authors of the study was the main research tool to collect data and asses the variables. Data processing and analysis were conducted using SPSS software package. For data analysis, descriptive and analytical statistical methods were employed. The validity (i.e., face validity) of data gathering tools was confirmed by experts. The reliability of the questionnaire was assessed using Cronbach's alpha coefficient, which showed the questionnaire was reliable (r=0.78).
DISCUSSIONTo analyze the impact of tourism on social sustainability of rural settlements, the path analysis test was used. The results were analyzed in three stages (outputs). In the first stage, 13 independent variables were included in the equation, with a regression analysis explaining 35% variation in the dependent variable (i.e., social sustainability). In this context, the variable of appropriate infrastructure with a coefficient of 0.364 had a significant impact on the dependent variable. Therefore, in the second stage, the “appropriate infrastructure” was treated as the dependent variable and seven other variables, which had high level of significance, were incorporated as independent variables.
The results suggest that variables included in the regression analysis explained more than 14% of the variation in the dependent variable (i.e., appropriate infrastructure) with the variable of accessibility of tourist facilities (a=0.359) leaving the greatest impact on the dependent variable. In the third stage, tourism facilities were treated as the dependent variables and other variables were treated as independent variables. Thus, variables included in the regression analysis explained 7% of the variation in the dependent variable (i.e., tourism facilities). Finally, tourism development remained as the last variable.
CONCLUSIONIn this study, the effects of rural tourism brand factors on social indicators of rural settlement were investigated. There is a significant positive relationship between the creation of a tourism brand and social sustainability in most rural areas under study. That is, the development of rural tourism brand can lead to the sustainability of rural areas.
Finally, the results of path analysis showed that the independent variable (i.e., rural tourism brand), in addition to its direct effects, had a number of significant indirect effects on the social sustainability of rural settlements as well. In this context, the variable of tourist facilities, besides its direct effects, could indirectly influence sustainability through variables such as access to appropriate infrastructure. Similarly, the variable of tourism development could exert indirect effects on variables like appropriate infrastructure and tourism facilities.
On the other hand, entrepreneurship and employment variables also had significant indirect effects on sustainability. Finally, the independent variable factors (e.g., tourism brands) were ranked according to their impact. Out of eight variables analyzed in the regression equation, the variables of tourism facilities (0.472), appropriate infrastructure (0.364), and tourism development (0.169) had the greatest effect on social sustainability. However, the effects of factors such as education, artistic importance, existence of tourism-related job opportunities, tourism assets, accessibility, investment, natural potentials, cultural significance, and entrepreneurship on sustainability were identified as the least important factors in the path analysis though they are different from other equation variables.