Analysis of factors affecting the development of tourism demand based on ecotourism in rural areas of Guilan

The present study investigates the factors affecting the development of tourism demand based on ecotourism in rural areas of Gilan. The research method is analytical and the purpose of the research is practical. In order to analyze the data, SPSS software and FARAS model were used. The results of the exploratory analysis model showed that in the physical factor, the sub-criterion (existence of beautiful and unique landscapes) had the highest percentage of effect and the criterion (suitability of recreational and sports equipment) had the least effect, in the economic factor, the sub-criterion (cheapness) Travel to the villages of Gilan) the most impact and and sub-criteria (reasonable prices of welfare accommodations and tourist suites) have the least impact, finally the social factor, sub-criteria (attractive lifestyle of the people of Gilan village for tourists) the most impact and Sub-criteria (level of awareness and education of rural residents towards tourists) has the least impact on the development of ecotourism demand in rural areas of Gilan. The results of the gray Aras model showed that the physical dimension with weight (0.590), the social and cultural dimension with weight (0.542), the economic dimension with weight (0.389), the highest and the lowest, respectively. They have the highest rankings.