Approaches in sociology and development

Abstract Purpose: The purpose of this study was to investigate the factors influencing the development of rural tourism in the Mahan District of Kerman County.
Method: This research is applied‑developmental in purpose and descriptive‑analytical in method. The statistical population consisted of all residents of six tourism‑receiving villages in the Mahan District (N = 7,656). Using stratified random sampling and Cochran’s formula, a sample of 366 participants was selected. Data were collected using a questionnaire measuring factors affecting rural tourism development. The validity and reliability of the questionnaire were assessed at 0.93 and 0.90, respectively. To identify strengths, weaknesses, opportunities, and threats, both the External Factor Evaluation (EFE) and Internal Factor Evaluation (IFE) matrices were used, and the SWOT matrix served to determine the factors influencing rural tourism development. Additionally, the Analytic Hierarchy Process (AHP) was employed to prioritize the criteria and sub‑criteria.
Findings: The results derived from the SWOT matrix indicate a significant relationship among the factors influencing rural tourism development in the Mahan District of Kerman County.
Conclusion: Tourism is one of the most important activities of contemporary human society. While creating profound transformations in the physical landscape, it reshapes political, economic, and cultural conditions as well as human lifestyles.