prioritize tourism target villages in mazandaran province

introduction: attention to rural development than urban development in the third world not because of the majority of the population in rural areas, but also because it is the final solution to the problem of urban unemployment and decreasing the population density metropolis, development and improvement of the rural environment. rural tourism potentially can be considered as fundamental approaches in sustainable rural development. this study, using analytical hierarchy process (ahp) is trying to prioritize the factors that affecting rural tourism in mazandaran province whit scientific and practical point of view, then the best rural areas of the province identify and rank according to experts. materials and methods: the analytic hierarchy process (ahp), introduced by thomas saaty (1980), is an effective tool for dealing with complex decision making and may aid the decision maker to set priorities and make the best decision. by reducing complex decisions to a series of pairwise comparisons, and then synthesizing the results, the ahp helps to capture both subjective and objective aspects of a decision. in addition, the ahp incorporates a useful technique for checking the consistency of the decision maker’s evaluations, thus reducing the bias in the decision-making process. the ahp can be implemented in three simple consecutive steps: 1) computing the vector of criteria weights. 2) computing the matrix of option scores. 3) ranking the options. results and discussion: the results and findings of this study showed that criteria related to infrastructure have the highest priority in terms of tourists and then cultural and social attractions, standards of facilities and tourist services and religious, historical and natural attractions is ranked. incompatibility coefficient obtains less than 0.1, which indicates consistency in judgments. the results of prioritizing the following criteria shown; according to the provincial rural tourism security was the highest priority, weighing 0.077. the sanitary facilities of the path to the village, cleaning, environment and facilities, easy access road, holding traditional ceremonies and accommodation in rural homes are ranked by the weight of 0.075, 0.066, 0.063, 0.063 and 0.062 in the second to sixth. the least important in rural tourism was the density of tourists and historical sites, by weight 0.022 and 0.037 respectively. then, to rank the target villages of rural tourism in the province, villages divided in the three villages, according to experts of the cultural heritage, tourism and handicrafts, including east villages, galoogah, behshahr, nekah, miandorood and sari, central villages, including savadkuh, ghaemshahr, jouibar, babol, babolsar, fereydunkenar, mahmudabad, amol and nour and villages in the west, including, ramsar, tonekabon, abasabad, chalus and noshahr. then, priorities that the region was carried out by rural tourism are used to compare and rank the three villages. for this purpose, the opinions of 11 experts and scholars of cultural heritage, handicrafts and tourism has been used. thus, options (the target villages) have been compared and ranked according to expert opinions to that rural tourism prioritizes. finally, the final weight and options priority have been made based on expert opinion and according to the priorities set by tourists. based on expert opinion and according to the priorities set by the tourists, the highest priority to tourism was in west of the province and villages in central and eastern provinces are the next priorities respectively. conclusion: rural tourism potentially can be considered as fundamental approaches in sustainable rural development. this study, using analytical hierarchy process (ahp) is trying to prioritize the factors that affecting rural tourism in mazandaran province. the results and findings of this study showed that criteria related to infrastructure have the highest priority in terms of tourists and then cultural and social attractions, standards of facilities and tourist services and religious, historical and natural attractions ranked. based on expert opinion and according to the priorities set by the tourists, the highest priority to tourism was in west of the province and villages in central and eastern provinces respectively are the next priorities. thus, according to the results, equipping tourist attractions to levels of health services, providing facilities and financial resources to equip and organize existing settlements is suggested.