Journal of Entrepreneurship Research

Journal of Entrepreneurship Research

Employment-Generating Potentials in Tourism Entrepreneurship: A Study in Rural Areas of Sarein County

Document Type : Research Article

Authors
Sima Shahi Gara Ghasemlu 1
Mojtaba Sookhtanlou 1
Farshad Keivan Behjou 2
1 Department of Water Engineering and Agricultural Management, Faculty of Agriculture and Natural Resources, University of Mohaghegh Ardabili, Ardabil, Iran.
2 Department of Forest Science and Engineering, Faculty of Agriculture and Natural Resources, University of Mohaghegh Ardabili, Ardabil, Iran.
10.22034/jer.2025.2045088.1213
Abstract
Introduction: Employment generation remains one of the most critical challenges facing rural areas in the contemporary era. In this context, providing rural communities with access to income and livelihood resources through tourism is a fundamental strategy for fostering rural employment. Consequently, the establishment and development of rural tourism—guided by potential assessment and targeted planning—plays a pivotal role in generating employment opportunities in these regions. Recognized as an alternative pathway to sustainable rural development, rural tourism holds significant potential for creating stable and sustainable jobs. This study aims to identify and analyze the potential for tourism-related employment across socio-cultural, economic, and physical-environmental dimensions within the rural areas of Sarein County. The focus is on the villages of Kanzaq, Viyand Kalakhoran, and Atashgah. Furthermore, the study will rank and compare these identified potentials to provide a clear framework for strategic development.
Methodology: The study employed a mixed-methods approach with two distinct statistical populations. The first group consisted of 28 experts in rural employment and tourism, selected via the Delphi method and snowball sampling until theoretical saturation was achieved. The second group comprised local residents (N=2,914) from the target villages, with a sample size of 112 respondents (Atashgah: 45, Kanzaq: 52, Vind Kalkhoran: 15) determined using Cochran’s formula and a multi-stage sampling technique. Data collection was conducted through a composite index framework.
Findings: The analysis identified 17 key indicators across socio-cultural, economic, and physical dimensions of tourism-based employment potential. The most significant indicators included: (1) availability of diverse local food products (socio-cultural), (2) accessibility via affordable and efficient transportation (economic), and (3) presence of traditional rural architecture and unique physical structures (physical). Composite index rankings revealed Kanzaq village as the highest-performing location in employment potential, followed by Atashgah and Vind Kalkhoran, respectively.
Conclusion/ Implications: The findings underscore that improving tourism infrastructure- such as enhancing transportation networks and expanding lodging options- can significantly boost employment opportunities in rural areas. Additionally, prioritizing food tourism proves particularly effective in leveraging local socio-economic potential. Practical recommendations include establishing workshops to showcase traditional food preparation techniques and supporting tourism entrepreneurs through cooperatives and production companies. Given Kanzaq village’s superior performance, policymakers should prioritize this area for targeted tourism development initiatives, emphasizing its socio-cultural and economic assets.
Keywords
Employment Potentials
Tourism
Rural Areas
Sarein County

Subjects

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  • Receive Date 06 November 2024
  • Revise Date 29 January 2025
  • Accept Date 01 February 2025