Identification and Analysis of Obstacles to the Revitalization and the Use of Agricultural Rituals in the Development of Tourism in Iran

Abstract

Purpose: in order to develop agritourism, agricultural rituals are considered as one of the main potentials. for this purpose, the present study was aimed to identify and analyze the barriers to revitalization and application of agricultural rituals in the development of tourism in Iran. Research Method: This study consists of two main sections. In the first section, the obstacles to the revitalization and application of rituals in the development of tourism have been examined using a qualitative research method. In this section, theoretical saturation was achieved by using the grounded theory and performing interviews with 104 experts. and in the second part, in order to investigate and evaluate the obstacles and challenges identified in the first part, a questionnaire with a Likert spectrum scale in four dimensions (economic, social and cultural, environmental, physical and institutional) was prepared by the research team and given to 130 people. It was selected from the experts and finally after scoring (1 to 5) by them, it was analyzed in SPSS environment with Cronbach's alpha value of 0.982% and using binomial, correlation and Friedman tests.Findings: The results show that 11 core categories (management and planning, research and education, social, cultural, economic, marketing and advertising, tourism, agriculture, services and infrastructure, environment and rules and regulations) are the most important obstacles to the revitalization and application of agricultural rituals in the development of tourism in Iran.Originality/value:  This research has been conducted for the first time in Iran, and until the time of compiling this research, a similar issue was not observed. This research has been compiled using mixed research method and problem solving approach. and for the first time, he brings up the discussion of agricultural rituals as an approach in the development of tourism and on the axis of agricultural tourism, which is unique in its kind. Also, the findings of the project have been provided to an Iranian government institution, which is very important from this point of view.