Leveraging Agritourism in Rural Areas in Developing Countries: The Case of Iran

Over the past decades, agritourism has spread rapidly worldwide with growing interest of tourists in learning about rural life and farmers' need to increase their income various economic activities. Diversifying business activities on farm, primarily through agritourism, increases farm's helps reduce financial problems. Yet, importance consequently cultural social consequences areas have not been well studied, particularly developing countries. This study explores agritourism's unspoiled regions Iran that yet experienced tourism as a sustainable activity. adopts qualitative approach using grounded theory method Varkaneh region located northern side Mount Alvand Hamedan province, Iran. Accordingly, interviews were conducted four groups tourists, local residents, experts, authorities. The transcribed coded (open, axial, selective) MAXQDA software studied content analysis. findings indicate arising from include improvement development, increasing challenges, monetary recognition new patterns, requirement administrative measures. Cultural emergence promotion tools, culture-instilling strategies, pre-implementation management measures, post-implementation capacity development. results could help authorities develop plans traditional agricultural livelihoods