Development of a Sustainable Rural Tourism Model with a Focus on Social Capital and Competitive Advantage

Subject Areas : Organizations

Zahra Mashayekh ¹ , Amir Kazemi ^{2 *} , Hassan Soltani ³ , Hamid Mahmoudian ⁴

1 - PhD student in Cultural Planning Management, Department of Management , Fars Science and Research Branch, Islamic Azad University, Shiraz, Iran
2 - Associate Professor, Department of Management , Shiraz Branch, Islamic Azad University, Shiraz, Iran
3 - Associate Professor, Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran
4 - Associate Professor, Department of Cultural Management and Planning, Shiraz Branch, Islamic Azad University, Shiraz, Iran

Received: 2024-02-20 Accepted : 2024-09-12 Published : 2024-02-04

Keywords: Rural tourism, rural business, competitive advantage, social capital,

Abstract :

Rural tourism, with careful planning, can enhance the quality of life and create economic, social, and cultural benefits. The aim of this research was to present a sustainable rural tourism model with a focus on social capital. The research was applied in terms of its goal and qualitative in terms of methodology, based on the foundation data theory. The research was framed using a cognitive approach, utilizing various data collection methods such as library research, examination of specialized sources and texts, as well as semi-structured interviews. Fourteen elites, experts, and managers in tourism and rural area management were interviewed in 2023. The conducted interviews were coded using Atlas .t i software.