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Volume 38, Issue 4 (2023)
GeoRes 2023, 38(4): 459-468 |
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Received: 2023/08/16 | Accepted: 2023/09/23 | Published: 2023/09/29
Received: 2023/08/16 | Accepted: 2023/09/23 | Published: 2023/09/29
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Ahmadi Naftchali N, Khoshkam M, Sarvar R. Identifying and Prioritizing the Impact of Tourism Development Indicators on the Prosperity of Rural Handicraft Cooperatives in the Northern Savdkouh County. GeoRes 2023; 38 (4) :459-468
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1- Department of Geography and Rural Planning, Science and Research Branch, Islamic Azad University, Tehran, Iran
2- Department of Tourism and Hospitality, Faculty of Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
3- Department of Geography and Urban Planning, Science and Research Branch, Islamic Azad University, Tehran, Iran
2- Department of Tourism and Hospitality, Faculty of Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
3- Department of Geography and Urban Planning, Science and Research Branch, Islamic Azad University, Tehran, Iran
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Introduction
The terms cultural heritage, tourism, and handicrafts are often mentioned together in organizational and policy discourses, although in societies such as Iran there is no clear and precise understanding of these concepts. Handicrafts can be considered a branch of cultural heritage, and tourism can be combined with them when the aim is to transmit cultural and awareness-raising messages to society. Due to their inherent features, handicrafts can serve as powerful communicators of Iranian and Islamic culture and civilization on a global scale. By nature, handicrafts embody three essential elements: art, culture, and industry [Karimipour & Sharifzade, 2018].
The roots of handicrafts lie deeply in the culture and civilization of this nation. The potential value of Iranian handicrafts is such that, if properly organized, strengthened, and sufficiently invested in, their export could reduce dependency on oil revenues [Vakilian & Takehara, 2002]. Globally, handicrafts have maintained their aesthetic, artistic, and identity-giving role while simultaneously becoming an important source of added value and economic productivity. In Iran, however, this industry has been unable to assume its proper economic role due to structural obstacles and persistent challenges. Tourism is widely recognized as a key driver for the revitalization of handicrafts. It creates opportunities for low-income and disadvantaged groups to market local handicrafts, earn income, and generate employment, as tourists often spend considerable amounts purchasing handicrafts as souvenirs. Thus, handicrafts are one of the most important sub-sectors of tourism, directly contributing to poverty alleviation and local employment.
Rural tourism, in particular, functions as a subset of tourism and serves as a resource for job creation and income generation. It can be regarded as an important instrument for the economic, social, and ecological development of rural communities, given that the livelihoods of rural residents are significantly influenced by its profitable outcomes [Scott, 2014]. While many countries have incorporated handicraft development into their strategies for reducing resource consumption and environmental degradation, Iran still faces multiple challenges in marketing, sales, and the fragmented distribution of handicraft producers. Addressing these challenges requires stronger participation by producers, sufficient access to raw materials and capital, and effective marketing and sales channels, none of which are possible without local and regional organizations [Sultan et al., 2021].
One of Iran’s critical challenges is investment and export development. Securing the necessary resources for investment and expanding non-oil exports has always been a major concern of policymakers. Given the government’s limited capacity to provide sufficient investment resources, the cooperative sector represents a significant and underutilized potential. Cooperatives require comparatively less capital for job creation than other economic sectors and, as demonstrated by developed countries, they are highly effective in pooling scattered human and material resources to achieve national development objectives [Fao, 2014]. International organizations have played a crucial role in supporting cooperatives through technical and informational assistance. Moreover, the International Labour Organization (ILO) and the International Cooperative Alliance (ICA) identified cooperative development as one of the central pillars for achieving the Sustainable Development Goals (SDGs) after 2015. Despite not being directly involved in SDG design and implementation, cooperatives have contributed significantly to their realization [Gallego-Bono & Chaves-Avila, 2016].
From this perspective, tourism development is seen as an opportunity for handicraft producers and artisans in less developed communities to improve living conditions and alleviate poverty. However, Iranian handicrafts face serious threats, including uncontrolled imports, lack of material and moral support, and the insufficient transfer of skills and knowledge from masters and elder generations to younger ones [Divsalar, 2013].
Despite advantages such as affordable raw materials, minimal investment requirements, and simple production tools, as well as their potential role in tourism development, handicrafts have lost much of their attractiveness for younger generations due to weak sales markets and insufficient institutional support. Organizing handicraft empowerment conferences, establishing companies, and creating local bazaars are important measures for showcasing the capacities and potentials of handicrafts [Mahdinezhad & Saghaei, 2004]. Since handicrafts are widely produced in various geographical regions, especially in rural areas, and hold significant cultural value, they require greater policy attention. One of the key mechanisms for strengthening handicraft production is the cooperative system, which plays an important role in resource allocation, competition, and production activities.
Accordingly, identifying and prioritizing issues in rural tourism in Northern Savadkuh County, based on the perspectives of local elites and experts, is vital for avoiding resource mismanagement, promoting local participation, and achieving relative development. Local knowledge, particularly that of community elites, provides critical insights into existing problems and priorities, and serves as a guide for policymakers and managers in planning tourism development strategies [Zaheri et al., 2022].
This study therefore investigates the key indicators of tourism development and their impact on promoting rural handicraft cooperatives in Northern Savadkuh County, with a focus on prioritizing the most influential factors.
The mutual interaction between handicrafts and tourism is well recognized among scholars: handicrafts attract tourists, while tourism contributes to the expansion, preservation, and quality improvement of handicrafts. Sustainable living and development, frequently debated in global academic circles, have been approached from multiple dimensions [Bareshadat et al., 2019]. In order to understand policy-making in any given territory, it is necessary to account for relevant geographical realities that directly or indirectly influence political matters [Zarghani et al., 2022]. In Iran, the Cultural Heritage, Handicrafts, and Tourism Organization serves as the primary institutional authority overseeing these two domains, with the potential to play an influential role in cultural development [Fathi et al., 2023].
Historic and cultural urban fabrics represent invaluable reservoirs of culture, architecture, and indigenous urban planning knowledge, forming a vital part of the collective identity of nations [Bareshadat et al., 2019]. As noted earlier, handicrafts can be considered a branch of cultural heritage, and the integration of heritage, handicrafts, and tourism is justified primarily when the goal is to promote cultural messages through tourism. Few researchers view cultural heritage solely through an industrial or income-generating lens; rather, cultural tourism emphasizes cultural awareness as one of its central approaches.
Over the past century, many global transformations have been driven by environmental challenges. Ritchie and Zins [1978] identified key cultural attractions necessary for drawing tourists to destinations, including historical sites, arts, handicrafts, architecture, traditions, cuisine, and clothing. Similarly, Kumar and Kumar [2014] and Reisinger and Turner [2023] emphasized that destinations brand themselves through diverse cultural elements such as souvenirs, handicrafts, leisure, architecture, history, and art.
An important point is that tourists typically seek to take home souvenirs that represent the culture and art of the host country. Since beauty is an intrinsic human need, the purchase of handicrafts contributes significantly to the economic benefits of host countries. Consequently, handicrafts are often considered a sub-sector of cultural tourism, given their deep connection to culture, tradition, and belief systems. They not only serve as cultural-artistic symbols but also play a vital role in introducing local culture and civilization to visitors. Authentic and diverse handicrafts can complement historical attractions and stimulate tourism, particularly in developing countries with rich cultural legacies.
Tourists are often interested in visiting rural or nomadic workshops where handicrafts are produced, as these visits not only allow direct purchases but also provide opportunities for cultural exchange. Although tourism and handicrafts currently account for only a small share of Iran’s GDP, expert-driven strategies can significantly enhance their contribution [Hajian Zeidy et al., 2022]. With its rich cultural heritage, Iran has the potential to be a major cultural tourism destination, though it has not yet fully capitalized on this potential. Cultural tourism promotes not only cultural development but also meaningful interactions between tourists and host communities, fostering awareness of local lifestyles, behaviors, arts, and traditions.
The identification and prioritization of tourism development indicators, as well as their impacts on the prosperity of rural handicraft cooperatives, remain underexplored in Iran. This study therefore aims to address this gap by analyzing and ranking tourism development indicators and examining their role in the growth of rural handicraft cooperatives in Northern Savadkuh County.
Methodology
This research employed a descriptive–survey design with a mixed-methods approach (qualitative and quantitative) and was conducted in Northern Savadkuh in 2022. The study population consisted of experts and senior specialists in the field under investigation. Accordingly, a sample of 10 experts and managers in the tourism industry of Mazandaran Province was selected through snowball sampling. Data were collected using both library and field studies.
For the collection of information related to the study indicators, library research and systematic reviews of scientific sources were carried out in international databases such as ISI, WoS, ESI, IWSC, and Scopus, as well as national databases including SID, Magiran, and Civilica, during the period 2022–2023. The relevant literature was carefully examined, and study indicators were designed based on existing theories and findings of previous empirical studies. The extracted indicators were incorporated into a questionnaire, designed on a five-point Likert scale (ranging from strongly agree to strongly disagree), and evaluated by the experts.
At this stage, the opinions of 10 experts and managers in the tourism industry of Mazandaran Province were utilized. Based on their feedback, redundant and irrelevant items were removed, resulting in a final questionnaire with 35 items. The reliability of the research instrument was confirmed using Cronbach’s alpha coefficient (α = 0.81). Subsequently, the questionnaire was distributed to a group of 60 tourism industry experts, who were selected through simple random sampling.
The questionnaire items were then assessed using Saaty’s pairwise comparison method. In this method, the relative importance of criteria was determined based on a nine-point scale.
In this study, the Delphi technique, the Decision-Making Trial and Evaluation Laboratory (DEMATEL), and the Analytic Network Process (ANP) were applied to identify interrelationships and prioritize the criteria and sub-criteria [Ghiasi & Saie, 2017]. For this purpose, a pairwise comparison matrix was employed to calculate the relative weights of the criteria.
Findings
Identification and Screening of Research Indicators using the Delphi Technique
Based on the findings, 30 indicators related to tourism development and the promotion of rural handicraft cooperatives were identified. The Delphi technique was conducted in three rounds and was concluded in the third round upon reaching consensus. After the initial screening, removing duplicate items and merging some indicators as suggested by the experts, the third questionnaire was developed with 26 final indicators. Ultimately, in the second round, all 26 remaining indicators obtained scores above 3. Hence, the Delphi process was terminated, and the identified indicators were retained for the final analysis. For ease of reference, the criteria and sub-criteria were coded numerically.
Modeling Interrelationships among Parameters using the DEMATEL Technique
To capture the interdependencies among the main criteria, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method was applied. The resulting matrix (internal relation matrix) simultaneously illustrates causal relationships between parameters as well as the extent of their influence and dependence.
Equation 1:
To draw the Network Relationship Map (NRM), a threshold value was calculated. Only relationships in T greater than this threshold were displayed in the NRM, while those below the threshold were excluded. In this study, the threshold intensity was calculated as 1.099.
The row sums (D) represent the degree of influence of each factor on others, while the column sums (R) indicate the degree to which each factor is influenced by others. The vector (D + R) shows the overall level of interaction, and (D – R) distinguishes causal from effect parameters (positive values indicate causal factors; negative values indicate effect factors). Results showed that “income growth and employment generation” exerted the highest influence and were also the most affected by other factors, highlighting their central role in the system.
Final Prioritization of Indicators using FDANP
To determine the final weights, outputs of pairwise comparisons of main criteria (based on goals and interrelations) were structured in a supermatrix. The initial unweighted supermatrix was formulated as shown in Equation 2:
Equation 2:
Here, W21 represents the importance of each main criterion relative to the goal, W22 reflects interrelations among the main criteria derived from DEMATEL, and W32 indicates the importance of sub-criteria within each cluster. Zero entries denote no direct influence between factors. The network model was developed in Super Decisions 2.1, and the Analytic Network Process (ANP) diagram is presented in Figure 1.
Figure 1. ANP diagram of indicator prioritization in Super Decisions software
Following the procedure, the unweighted supermatrix was normalized to obtain the weighted supermatrix, where each column sums to one. The final step involved computing the limit supermatrix through iterative powering until convergence was achieved, yielding the final priority weights for all criteria.
Interpretation of Results:
Positive factors: Indicators with high normalized weights and low final ranks, such as positive community attitudes toward tourism (s12), occupational shifts among locals (s44), creation of new employment opportunities (s41), and entrepreneurial spirit for business start-ups (s55).
Negative factors: Indicators with low normalized weights and high final ranks, such as reduction of unemployment (s45) and availability of investment facilities (s13).
Moderate factors: Indicators with medium weights and ranks, such as rich cultural heritage of the region (s13) and future business ideas among residents (s52).
Macro-level factors: Indicators with both high total and normalized weights, such as community attitudes toward tourism (s12), weakness of existing infrastructure (s24), and large distance between villages and urban markets (s21).
In conclusion, the most influential determinants of tourism development were macro-level factors. Among them, weak infrastructure, environmental crises, and long distances from urban markets were the most critical challenges impacting the promotion of rural handicrafts and tourism development.
Discussion
This study was conducted with the aim of identifying and prioritizing tourism development indicators and their impacts on the prosperity of rural handicraft cooperatives in Northern Savadkuh. Given the applied nature of this research, the findings can significantly contribute to the economic and social development of rural areas. The most influential indicators of tourism development and the growth of handicraft cooperatives were found to be socio-cultural, environmental, and economic dimensions, along with increased income, employment generation, and entrepreneurial spirit.
The results indicated that income generation and employment had the greatest influence and interaction with other criteria. Based on the prioritization of the main criteria, the socio-cultural dimension ranked first, the environmental dimension second, and income generation and employment third. According to the calculations and the supermatrix limit, the sub-criteria of positive local attitudes towards tourism and weakness of existing infrastructure ranked first and second in priority, respectively.
The findings are consistent with the studies of Khoshkam et al. (2016) and Farnam et al. (2019), which similarly demonstrated that these dimensions significantly affected employment creation and income generation in rural communities across Iran. Furthermore, increased handicraft production has played an essential role in strengthening rural cooperatives.
Rural infrastructure development can foster economic and social progress in these regions by creating job opportunities, increasing local income, preserving the environment, and contributing to regional economic growth. Accordingly, the most critical factors influencing rural handicraft development were identified as local attitudes towards tourism, insufficient tourism infrastructure, environmental challenges, and long distances from urban centers and product markets.
Negative local attitudes towards tourism may hinder industry development in two ways: first, tourists may avoid visiting the region due to poor hospitality or unwelcoming behavior from local residents; second, local communities may resist tourism development initiatives. Consequently, such negative attitudes can result in decreased tourist attraction, weakened promotion, negative social impacts, and reductions in local employment and income. Moreover, negative perceptions can diminish the region’s promotional capacity, generate negative publicity, reduce its attractiveness to tourists, and create tensions or conflicts between locals and visitors. In cases where locals lack interest in tourism, associated businesses may decline, leading to reduced employment and income.
Consistent with these findings, Shaukti Amghani et al. (2016) and Korani (2020) highlighted the role of inadequate tourism infrastructure and the absence of product markets as major obstacles to rural handicraft development. Generally, weak infrastructure is a barrier to rural handicraft growth. To address this, supportive infrastructure must be developed, with greater emphasis on marketing, export promotion, and tourism development. According to Farnam et al. (2019) and Divsalar et al. (2016), key tourism indicators influencing rural handicraft development include the number of tourists, market access, employment, and diversification of tourism activities.
Based on the present findings, the most important impacts of tourism development on rural handicraft cooperatives can be summarized as follows:
Increased demand for local products: The presence of tourists leads to higher demand for handicrafts. Cooperatives can enhance members’ incomes and contribute to regional economic growth by producing diverse and appealing products.
Job creation: Tourism development requires more accommodations, restaurants, shops, and services, thereby creating employment opportunities and encouraging locals to join cooperatives and engage in handicraft production.
Skills enhancement and improved product quality: Tourism stimulates training and skill development. Cooperatives can increase marketability and sales by improving member skills and product quality.
Preservation of local culture and heritage: Tourists are attracted to cultural and heritage experiences. Handicraft cooperatives help preserve and promote regional identity by producing culture-based items.
Increased income and cooperative development: Higher handicraft sales to tourists raise cooperative revenues, which can be reinvested in joint projects and community development.
Enhanced social cohesion: Tourism fosters intercultural and social interactions, strengthening cooperation and community development.
Greater visibility and market exposure: Access to tourism markets allows cooperatives to showcase products, increasing sales and income.
Positive impacts on rural infrastructure and aesthetics: Tourism may promote improvements in rural infrastructure, such as roads, accommodations, and facilities, which in turn support handicraft cooperatives.
Successful tourism development requires fostering awareness and transforming local perceptions. Initiatives such as community education on tourism benefits, participatory development planning, and job creation can help improve local attitudes and promote sustainable tourism. Collaboration among local organizations, government institutions, and the private sector is also crucial in shaping positive attitudes and advancing tourism development.
Overall, the findings are consistent with previous studies and emphasize the significant roles of socio-cultural, environmental, and economic dimensions, as well as income generation, employment, and entrepreneurship, in tourism development and the prosperity of rural handicraft cooperatives (Momenzadeh et al., 2023; Ramezani Lesbooi et al., 2016; Valaee et al., 2018; Hosseinni Nia & Fallahi, 2017; Rostami & Ehsanifar, 2018).
Based on the results of this study, the following practical recommendations are proposed:
Conclusion
Numerous factors influence the development of rural handicrafts. The most significant dimensions identified include socio-cultural, environmental, and economic aspects, as well as increased income, employment, and entrepreneurial spirit. Among these, local attitudes toward tourism in the socio-cultural dimension, the weakness of tourism infrastructure and distance from rural areas and product markets in the environmental dimension, and the creation and expansion of job opportunities in the economic dimension were the most influential criteria in the development of the tourism industry
Acknowledgment: None reported by the authors.
Conflict of Interest: This article is derived from the doctoral dissertation of Ms. Narges Ahmadi Naft Chali.
Ethical Permission: No ethical approval was obtained for this article.
Authors’ Contributions: Ahmadi Naftchali N (First Author): Introduction Writer/Main Researcher/Methodologist/Statistical Analyst (50%); Khoshkam M (Second Author): Discussion Writer (25%); Sarvar R (Third Author): Discussion Writer/Methodologist (25%)
Funding
No funding was reported by the authors.
The terms cultural heritage, tourism, and handicrafts are often mentioned together in organizational and policy discourses, although in societies such as Iran there is no clear and precise understanding of these concepts. Handicrafts can be considered a branch of cultural heritage, and tourism can be combined with them when the aim is to transmit cultural and awareness-raising messages to society. Due to their inherent features, handicrafts can serve as powerful communicators of Iranian and Islamic culture and civilization on a global scale. By nature, handicrafts embody three essential elements: art, culture, and industry [Karimipour & Sharifzade, 2018].
The roots of handicrafts lie deeply in the culture and civilization of this nation. The potential value of Iranian handicrafts is such that, if properly organized, strengthened, and sufficiently invested in, their export could reduce dependency on oil revenues [Vakilian & Takehara, 2002]. Globally, handicrafts have maintained their aesthetic, artistic, and identity-giving role while simultaneously becoming an important source of added value and economic productivity. In Iran, however, this industry has been unable to assume its proper economic role due to structural obstacles and persistent challenges. Tourism is widely recognized as a key driver for the revitalization of handicrafts. It creates opportunities for low-income and disadvantaged groups to market local handicrafts, earn income, and generate employment, as tourists often spend considerable amounts purchasing handicrafts as souvenirs. Thus, handicrafts are one of the most important sub-sectors of tourism, directly contributing to poverty alleviation and local employment.
Rural tourism, in particular, functions as a subset of tourism and serves as a resource for job creation and income generation. It can be regarded as an important instrument for the economic, social, and ecological development of rural communities, given that the livelihoods of rural residents are significantly influenced by its profitable outcomes [Scott, 2014]. While many countries have incorporated handicraft development into their strategies for reducing resource consumption and environmental degradation, Iran still faces multiple challenges in marketing, sales, and the fragmented distribution of handicraft producers. Addressing these challenges requires stronger participation by producers, sufficient access to raw materials and capital, and effective marketing and sales channels, none of which are possible without local and regional organizations [Sultan et al., 2021].
One of Iran’s critical challenges is investment and export development. Securing the necessary resources for investment and expanding non-oil exports has always been a major concern of policymakers. Given the government’s limited capacity to provide sufficient investment resources, the cooperative sector represents a significant and underutilized potential. Cooperatives require comparatively less capital for job creation than other economic sectors and, as demonstrated by developed countries, they are highly effective in pooling scattered human and material resources to achieve national development objectives [Fao, 2014]. International organizations have played a crucial role in supporting cooperatives through technical and informational assistance. Moreover, the International Labour Organization (ILO) and the International Cooperative Alliance (ICA) identified cooperative development as one of the central pillars for achieving the Sustainable Development Goals (SDGs) after 2015. Despite not being directly involved in SDG design and implementation, cooperatives have contributed significantly to their realization [Gallego-Bono & Chaves-Avila, 2016].
From this perspective, tourism development is seen as an opportunity for handicraft producers and artisans in less developed communities to improve living conditions and alleviate poverty. However, Iranian handicrafts face serious threats, including uncontrolled imports, lack of material and moral support, and the insufficient transfer of skills and knowledge from masters and elder generations to younger ones [Divsalar, 2013].
Despite advantages such as affordable raw materials, minimal investment requirements, and simple production tools, as well as their potential role in tourism development, handicrafts have lost much of their attractiveness for younger generations due to weak sales markets and insufficient institutional support. Organizing handicraft empowerment conferences, establishing companies, and creating local bazaars are important measures for showcasing the capacities and potentials of handicrafts [Mahdinezhad & Saghaei, 2004]. Since handicrafts are widely produced in various geographical regions, especially in rural areas, and hold significant cultural value, they require greater policy attention. One of the key mechanisms for strengthening handicraft production is the cooperative system, which plays an important role in resource allocation, competition, and production activities.
Accordingly, identifying and prioritizing issues in rural tourism in Northern Savadkuh County, based on the perspectives of local elites and experts, is vital for avoiding resource mismanagement, promoting local participation, and achieving relative development. Local knowledge, particularly that of community elites, provides critical insights into existing problems and priorities, and serves as a guide for policymakers and managers in planning tourism development strategies [Zaheri et al., 2022].
This study therefore investigates the key indicators of tourism development and their impact on promoting rural handicraft cooperatives in Northern Savadkuh County, with a focus on prioritizing the most influential factors.
The mutual interaction between handicrafts and tourism is well recognized among scholars: handicrafts attract tourists, while tourism contributes to the expansion, preservation, and quality improvement of handicrafts. Sustainable living and development, frequently debated in global academic circles, have been approached from multiple dimensions [Bareshadat et al., 2019]. In order to understand policy-making in any given territory, it is necessary to account for relevant geographical realities that directly or indirectly influence political matters [Zarghani et al., 2022]. In Iran, the Cultural Heritage, Handicrafts, and Tourism Organization serves as the primary institutional authority overseeing these two domains, with the potential to play an influential role in cultural development [Fathi et al., 2023].
Historic and cultural urban fabrics represent invaluable reservoirs of culture, architecture, and indigenous urban planning knowledge, forming a vital part of the collective identity of nations [Bareshadat et al., 2019]. As noted earlier, handicrafts can be considered a branch of cultural heritage, and the integration of heritage, handicrafts, and tourism is justified primarily when the goal is to promote cultural messages through tourism. Few researchers view cultural heritage solely through an industrial or income-generating lens; rather, cultural tourism emphasizes cultural awareness as one of its central approaches.
Over the past century, many global transformations have been driven by environmental challenges. Ritchie and Zins [1978] identified key cultural attractions necessary for drawing tourists to destinations, including historical sites, arts, handicrafts, architecture, traditions, cuisine, and clothing. Similarly, Kumar and Kumar [2014] and Reisinger and Turner [2023] emphasized that destinations brand themselves through diverse cultural elements such as souvenirs, handicrafts, leisure, architecture, history, and art.
An important point is that tourists typically seek to take home souvenirs that represent the culture and art of the host country. Since beauty is an intrinsic human need, the purchase of handicrafts contributes significantly to the economic benefits of host countries. Consequently, handicrafts are often considered a sub-sector of cultural tourism, given their deep connection to culture, tradition, and belief systems. They not only serve as cultural-artistic symbols but also play a vital role in introducing local culture and civilization to visitors. Authentic and diverse handicrafts can complement historical attractions and stimulate tourism, particularly in developing countries with rich cultural legacies.
Tourists are often interested in visiting rural or nomadic workshops where handicrafts are produced, as these visits not only allow direct purchases but also provide opportunities for cultural exchange. Although tourism and handicrafts currently account for only a small share of Iran’s GDP, expert-driven strategies can significantly enhance their contribution [Hajian Zeidy et al., 2022]. With its rich cultural heritage, Iran has the potential to be a major cultural tourism destination, though it has not yet fully capitalized on this potential. Cultural tourism promotes not only cultural development but also meaningful interactions between tourists and host communities, fostering awareness of local lifestyles, behaviors, arts, and traditions.
The identification and prioritization of tourism development indicators, as well as their impacts on the prosperity of rural handicraft cooperatives, remain underexplored in Iran. This study therefore aims to address this gap by analyzing and ranking tourism development indicators and examining their role in the growth of rural handicraft cooperatives in Northern Savadkuh County.
Methodology
This research employed a descriptive–survey design with a mixed-methods approach (qualitative and quantitative) and was conducted in Northern Savadkuh in 2022. The study population consisted of experts and senior specialists in the field under investigation. Accordingly, a sample of 10 experts and managers in the tourism industry of Mazandaran Province was selected through snowball sampling. Data were collected using both library and field studies.
For the collection of information related to the study indicators, library research and systematic reviews of scientific sources were carried out in international databases such as ISI, WoS, ESI, IWSC, and Scopus, as well as national databases including SID, Magiran, and Civilica, during the period 2022–2023. The relevant literature was carefully examined, and study indicators were designed based on existing theories and findings of previous empirical studies. The extracted indicators were incorporated into a questionnaire, designed on a five-point Likert scale (ranging from strongly agree to strongly disagree), and evaluated by the experts.
At this stage, the opinions of 10 experts and managers in the tourism industry of Mazandaran Province were utilized. Based on their feedback, redundant and irrelevant items were removed, resulting in a final questionnaire with 35 items. The reliability of the research instrument was confirmed using Cronbach’s alpha coefficient (α = 0.81). Subsequently, the questionnaire was distributed to a group of 60 tourism industry experts, who were selected through simple random sampling.
The questionnaire items were then assessed using Saaty’s pairwise comparison method. In this method, the relative importance of criteria was determined based on a nine-point scale.
In this study, the Delphi technique, the Decision-Making Trial and Evaluation Laboratory (DEMATEL), and the Analytic Network Process (ANP) were applied to identify interrelationships and prioritize the criteria and sub-criteria [Ghiasi & Saie, 2017]. For this purpose, a pairwise comparison matrix was employed to calculate the relative weights of the criteria.
Findings
Identification and Screening of Research Indicators using the Delphi Technique
Based on the findings, 30 indicators related to tourism development and the promotion of rural handicraft cooperatives were identified. The Delphi technique was conducted in three rounds and was concluded in the third round upon reaching consensus. After the initial screening, removing duplicate items and merging some indicators as suggested by the experts, the third questionnaire was developed with 26 final indicators. Ultimately, in the second round, all 26 remaining indicators obtained scores above 3. Hence, the Delphi process was terminated, and the identified indicators were retained for the final analysis. For ease of reference, the criteria and sub-criteria were coded numerically.
Modeling Interrelationships among Parameters using the DEMATEL Technique
To capture the interdependencies among the main criteria, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method was applied. The resulting matrix (internal relation matrix) simultaneously illustrates causal relationships between parameters as well as the extent of their influence and dependence.
- Step 1: Calculation of the Direct-Relation Matrix (M)
- Step 2: Calculation of the Normalized Direct-Relation Matrix (N = K × M)
- Step 3: Calculation of the Total-Relation Matrix
Equation 1:
To draw the Network Relationship Map (NRM), a threshold value was calculated. Only relationships in T greater than this threshold were displayed in the NRM, while those below the threshold were excluded. In this study, the threshold intensity was calculated as 1.099.
The row sums (D) represent the degree of influence of each factor on others, while the column sums (R) indicate the degree to which each factor is influenced by others. The vector (D + R) shows the overall level of interaction, and (D – R) distinguishes causal from effect parameters (positive values indicate causal factors; negative values indicate effect factors). Results showed that “income growth and employment generation” exerted the highest influence and were also the most affected by other factors, highlighting their central role in the system.
Final Prioritization of Indicators using FDANP
To determine the final weights, outputs of pairwise comparisons of main criteria (based on goals and interrelations) were structured in a supermatrix. The initial unweighted supermatrix was formulated as shown in Equation 2:
Equation 2:
Here, W21 represents the importance of each main criterion relative to the goal, W22 reflects interrelations among the main criteria derived from DEMATEL, and W32 indicates the importance of sub-criteria within each cluster. Zero entries denote no direct influence between factors. The network model was developed in Super Decisions 2.1, and the Analytic Network Process (ANP) diagram is presented in Figure 1.
Figure 1. ANP diagram of indicator prioritization in Super Decisions software
Following the procedure, the unweighted supermatrix was normalized to obtain the weighted supermatrix, where each column sums to one. The final step involved computing the limit supermatrix through iterative powering until convergence was achieved, yielding the final priority weights for all criteria.
Interpretation of Results:
Positive factors: Indicators with high normalized weights and low final ranks, such as positive community attitudes toward tourism (s12), occupational shifts among locals (s44), creation of new employment opportunities (s41), and entrepreneurial spirit for business start-ups (s55).
Negative factors: Indicators with low normalized weights and high final ranks, such as reduction of unemployment (s45) and availability of investment facilities (s13).
Moderate factors: Indicators with medium weights and ranks, such as rich cultural heritage of the region (s13) and future business ideas among residents (s52).
Macro-level factors: Indicators with both high total and normalized weights, such as community attitudes toward tourism (s12), weakness of existing infrastructure (s24), and large distance between villages and urban markets (s21).
In conclusion, the most influential determinants of tourism development were macro-level factors. Among them, weak infrastructure, environmental crises, and long distances from urban markets were the most critical challenges impacting the promotion of rural handicrafts and tourism development.
Discussion
This study was conducted with the aim of identifying and prioritizing tourism development indicators and their impacts on the prosperity of rural handicraft cooperatives in Northern Savadkuh. Given the applied nature of this research, the findings can significantly contribute to the economic and social development of rural areas. The most influential indicators of tourism development and the growth of handicraft cooperatives were found to be socio-cultural, environmental, and economic dimensions, along with increased income, employment generation, and entrepreneurial spirit.
The results indicated that income generation and employment had the greatest influence and interaction with other criteria. Based on the prioritization of the main criteria, the socio-cultural dimension ranked first, the environmental dimension second, and income generation and employment third. According to the calculations and the supermatrix limit, the sub-criteria of positive local attitudes towards tourism and weakness of existing infrastructure ranked first and second in priority, respectively.
The findings are consistent with the studies of Khoshkam et al. (2016) and Farnam et al. (2019), which similarly demonstrated that these dimensions significantly affected employment creation and income generation in rural communities across Iran. Furthermore, increased handicraft production has played an essential role in strengthening rural cooperatives.
Rural infrastructure development can foster economic and social progress in these regions by creating job opportunities, increasing local income, preserving the environment, and contributing to regional economic growth. Accordingly, the most critical factors influencing rural handicraft development were identified as local attitudes towards tourism, insufficient tourism infrastructure, environmental challenges, and long distances from urban centers and product markets.
Negative local attitudes towards tourism may hinder industry development in two ways: first, tourists may avoid visiting the region due to poor hospitality or unwelcoming behavior from local residents; second, local communities may resist tourism development initiatives. Consequently, such negative attitudes can result in decreased tourist attraction, weakened promotion, negative social impacts, and reductions in local employment and income. Moreover, negative perceptions can diminish the region’s promotional capacity, generate negative publicity, reduce its attractiveness to tourists, and create tensions or conflicts between locals and visitors. In cases where locals lack interest in tourism, associated businesses may decline, leading to reduced employment and income.
Consistent with these findings, Shaukti Amghani et al. (2016) and Korani (2020) highlighted the role of inadequate tourism infrastructure and the absence of product markets as major obstacles to rural handicraft development. Generally, weak infrastructure is a barrier to rural handicraft growth. To address this, supportive infrastructure must be developed, with greater emphasis on marketing, export promotion, and tourism development. According to Farnam et al. (2019) and Divsalar et al. (2016), key tourism indicators influencing rural handicraft development include the number of tourists, market access, employment, and diversification of tourism activities.
Based on the present findings, the most important impacts of tourism development on rural handicraft cooperatives can be summarized as follows:
Increased demand for local products: The presence of tourists leads to higher demand for handicrafts. Cooperatives can enhance members’ incomes and contribute to regional economic growth by producing diverse and appealing products.
Job creation: Tourism development requires more accommodations, restaurants, shops, and services, thereby creating employment opportunities and encouraging locals to join cooperatives and engage in handicraft production.
Skills enhancement and improved product quality: Tourism stimulates training and skill development. Cooperatives can increase marketability and sales by improving member skills and product quality.
Preservation of local culture and heritage: Tourists are attracted to cultural and heritage experiences. Handicraft cooperatives help preserve and promote regional identity by producing culture-based items.
Increased income and cooperative development: Higher handicraft sales to tourists raise cooperative revenues, which can be reinvested in joint projects and community development.
Enhanced social cohesion: Tourism fosters intercultural and social interactions, strengthening cooperation and community development.
Greater visibility and market exposure: Access to tourism markets allows cooperatives to showcase products, increasing sales and income.
Positive impacts on rural infrastructure and aesthetics: Tourism may promote improvements in rural infrastructure, such as roads, accommodations, and facilities, which in turn support handicraft cooperatives.
Successful tourism development requires fostering awareness and transforming local perceptions. Initiatives such as community education on tourism benefits, participatory development planning, and job creation can help improve local attitudes and promote sustainable tourism. Collaboration among local organizations, government institutions, and the private sector is also crucial in shaping positive attitudes and advancing tourism development.
Overall, the findings are consistent with previous studies and emphasize the significant roles of socio-cultural, environmental, and economic dimensions, as well as income generation, employment, and entrepreneurship, in tourism development and the prosperity of rural handicraft cooperatives (Momenzadeh et al., 2023; Ramezani Lesbooi et al., 2016; Valaee et al., 2018; Hosseinni Nia & Fallahi, 2017; Rostami & Ehsanifar, 2018).
Based on the results of this study, the following practical recommendations are proposed:
- Planning to improve existing infrastructure.
- Organizing training programs to improve local attitudes and enhance access to markets.
- Establishing large-scale handicraft cooperatives in rural areas.
- Launching community-based organizations to revive forgotten handicrafts.
Conclusion
Numerous factors influence the development of rural handicrafts. The most significant dimensions identified include socio-cultural, environmental, and economic aspects, as well as increased income, employment, and entrepreneurial spirit. Among these, local attitudes toward tourism in the socio-cultural dimension, the weakness of tourism infrastructure and distance from rural areas and product markets in the environmental dimension, and the creation and expansion of job opportunities in the economic dimension were the most influential criteria in the development of the tourism industry
Acknowledgment: None reported by the authors.
Conflict of Interest: This article is derived from the doctoral dissertation of Ms. Narges Ahmadi Naft Chali.
Ethical Permission: No ethical approval was obtained for this article.
Authors’ Contributions: Ahmadi Naftchali N (First Author): Introduction Writer/Main Researcher/Methodologist/Statistical Analyst (50%); Khoshkam M (Second Author): Discussion Writer (25%); Sarvar R (Third Author): Discussion Writer/Methodologist (25%)
Funding
No funding was reported by the authors.
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