تحلیل کیفی ویژگی‌های «روستاهای برتر گردشگری» بر اساس محورهای ارزیابی سازمان جهانی گردشگری (2021–2024)

A B S T R A C T
Rural tourism serves as a strategic pathway for economic development, social cohesion and equity, environmental and heritage conservation, community empowerment, and the achievement of sustainable development goals. Since 2021, the United Nations World Tourism Organization (UNWTO) has launched the international “Best Tourism Villages” program to identify and recognize villages that have excelled in these areas. The present study employs a directed qualitative content analysis to identify the key criteria used in selecting Best Tourism Villages across nine evaluation dimensions. All 177 villages listed as Best Tourism Villages from 58 countries (2021–2024) were included as a census. Data were collected from the official UNWTO website, which provides detailed profiles for each village. Using manual coding analysis, 69 unique themes were identified and categorized under the nine evaluation dimensions based on their content and nature. Under the “Cultural and Natural Resources” dimension, key themes included the presence of natural attractions, inclusion in UNESCO World Heritage sites, and proximity to historical and archaeological sites. Major practices, in the “Cultural Heritage Preservation” dimension, comprised organizing cultural events, promoting local handicrafts, and restoring vernacular architecture. Within “Economic Sustainability”, the emphasis was on vibrant local product markets, tourism-based income generation, and the development of small and local enterprises. The “Social Sustainability” dimension highlighted women’s and youth empowerment. Under “Environmental Sustainability”, important themes included biodiversity and ecosystem conservation, adoption of renewable energy, and the use of sustainable technologies. The “Tourism and Value Chain Integration” dimension featured experiential and cultural tourism, diversification of tourism models, and eco-lodges. In “Governance”, practices involved collaboration among government, community, and public institutions, as well as strategic tourism development with participatory planning. The “Infrastructure and Connectivity” dimension focused on improvements in transportation and digital infrastructure, while “Rural Tourism Safety” underscored the effective presence and patrolling of local police in rural tourist areas.
Extended Abstract
Introduction
Rural tourism has increasingly emerged as a strategic pathway for sustainable development, addressing not only economic growth but also social cohesion, environmental protection, cultural preservation, and community empowerment. In this context, the United Nations World Tourism Organization (UNWTO) launched the Best Tourism Villages (BTV) initiative in 2021 to recognize and promote rural communities that exemplify sustainable tourism practices across multiple dimensions. By 2024, a total of 177 villages from 58 countries had been listed as “Best Tourism Villages.”
Traditional approaches often emphasize scenic beauty or cultural assets in isolation. In contrast, the BTV initiative evaluates villages as integrated socio-ecological systems. Assessment is conducted through nine comprehensive dimensions: cultural and natural resources, cultural heritage preservation, economic sustainability, social sustainability, environmental sustainability, tourism and value chain integration, governance, infrastructure and connectivity, and health, safety, and security.
This study is among the first qualitative, content-driven analyses of all BTV-designated villages globally (2021–2024). Using a directed qualitative content analysis approach, the research identifies recurring themes and best practices embedded within the UNWTO’s evaluation framework. The findings aim to provide policymakers, planners, and rural communities with practical insights into how sustainable tourism evolved into a transformative mechanism for rural development?
 
Methodology
The research adopts directed qualitative content analysis, a method well-suited for interpreting large-scale textual datasets against predefined categories. Data were collected from the official UNWTO website, which provides detailed profiles of each BTV-designated village. The corpus comprised 177 textual profiles, totaling over 80,000 words from 58 countries (2021–2024).
Following a census approach, every profile was analyzed without sampling. The nine official UNWTO evaluation axes served as the initial coding framework. Each village profile was read multiple times, and themes were coded manually to ensure contextual accuracy. Through iterative interpretation, 69 unique conceptual codes were identified and grouped under the nine evaluation dimensions. To enhance validity, the coding process was reviewed by three rural tourism and qualitative research experts, and interpretive differences were resolved through consensus.
 
Results and Discussion

Cultural and Natural Resources: The most frequently recurring themes were natural landscapes (52 mentions), UNESCO World Heritage Sites (37), proximity to archaeological sites (31), endemic species and ecosystems (25), and protected areas (18). Villages such as Calato Cienegas (Mexico), Ajeke (China), and Jatiluwih (Indonesia) exemplify how natural and cultural heritage can be integrated with education and tourism, underscoring the value of aligning conservation with visitor experience.
Cultural Heritage Preservation: Five major themes emerged: cultural festivals and rituals (41), traditional handicrafts (37), vernacular architecture restoration (30), museums and historical sites (11), and intangible heritage (10). Villages such as Anogia (Greece), El Tambo (Ecuador), and Paucartambo (Peru) demonstrate how cultural practices sustain both identity and economic resilience.
Economic Sustainability: Key features included local product markets (85), tourism-based income generation (51), support for small enterprises (46), job creation (19), and diversification (3). Pueblo de Maras (Peru) and Sortelha (Portugal) illustrate how local entrepreneurship and circular economy models can anchor sustainable growth.
Social Sustainability: Prominent themes were women’s empowerment (56), youth participation (45), entrepreneurial training (35), community engagement (34), and social equity (10). Jardín (Colombia) and Oñati (Spain) exemplify how social inclusivity transforms tourism into a community-driven development model.

5.Environmental Sustainability: Major findings emphasize biodiversity protection (84), renewable energy adoption (63), waste management (57), organic agriculture (35), eco-lodging (18), and climate resilience (11). Nishi-Kawa (Japan) and Sigüenza (Spain) stand out for comprehensive environmental planning, showing how rural tourism can align with ecological goals.
6.Tourism and Value Chain Integration: The most cited practices included experiential and cultural tourism (58), diversification of models (44), eco-lodges (38), agro-tourism integration (23), and seasonal tourism strategies (14). Villages such as Valposchiavo (Switzerland) and Vechampalli (India) showcase innovative value chain integration linking local production and tourism markets.
7.Governance: Effective governance practices consist of government–community collaboration (46), strategic tourism planning (34), public–private partnerships (20), and participation in international programs (14). Niseko (Japan) and Dongbaek (South Korea) serve as benchmarks in participatory, multi-level governance, aligning local needs with global sustainability goals.
8.Infrastructure and Connectivity: Key priorities were transport improvements (46), digital infrastructure (29), health and water systems (16), accessibility for vulnerable groups (13), and upgraded accommodations (7). St. Anton am Arlberg (Austria) illustrates how integrated transport and environmental planning enhances rural tourism.
9.Health, Safety, and Security: This dimension emphasized disaster preparedness (16), standardized health services (14), safety education (11), and community-police collaboration (10). Bojo (Philippines) exemplifies a systemic approach to health, security, and environmental safety.
Overall, the analysis reveals that sustainable rural tourism requires a systemic, multidimensional approach, with strong synergies between cultural preservation, economic empowerment, ecological management, and participatory governance. Notably, 80% of BTV-designated villages were concentrated in 15 countries, suggesting that proactive engagement with the UNWTO and effective national strategies significantly shape participation outcomes.
 
Results and discussion
The qualitative analysis conducted in this study, focusing on the 177 leading rural tourism destinations designated by the World Tourism Organization between 2021 and 2024, reveals dominant patterns and key characteristics in the sustainable development of rural tourism. Employing a directed content analysis method, the study utilized the nine evaluation axes defined by the World Tourism Organization for selecting leading tourism villages as its analytical framework. It extracted 69 conceptual codes, which were organized according to these axes. The findings indicate that the success of these leading tourism villages results from the synergy among cultural and natural assets, economic, social, and environmental sustainability, the development of the tourism value chain, effective governance, adequate infrastructure, and attention to health, safety, and security in tourism. These results not only demonstrate the comprehensiveness of the World Tourism Organization’s evaluation framework but also offer novel insights into priorities and strategies for the sustainable development of rural tourism.
From a theoretical perspective, this study contributes to enriching the literature on sustainable rural tourism. The overall findings suggest that rural tourism development, beyond the utilization of natural or cultural attractions, requires a systemic approach that conceptualizes the village as a complex social, economic, and environmental ecosystem. This perspective aligns with sustainable development theories, particularly models based on multi-sectoral synergies (UNWTO, 2022).
 
Conclusion
This study contributes both theoretically and practically to the discourse on sustainable rural tourism. Theoretically, it demonstrates that successful rural tourism is grounded in integrative, cross-sectoral approaches rather than isolated interventions. The prominence of cultural heritage and environmental protection validates theories of place-based development and cultural sustainability (Tang et al., 2021; Mihai et al., 2020). Correspondingly, emphasis on women’s and youth empowerment aligns with social equity frameworks in rural tourism (Ramos-Faraoni & Arbelo-Ballesteros, 2019).
Practically, findings provide concrete guidance for rural communities aspiring to join the UNWTO BTV program. Villages should prioritize cultural festivals, handicrafts, and natural heritage conservation while simultaneously investing in small businesses, women- and youth-led enterprises, renewable energy, and participatory governance structures. Infrastructure upgrades in transport and digital connectivity, along with robust health and safety protocols, further enhance competitiveness.
For countries like Iran, which recently had Kandovan and Esfahak recognized as BTV villages, these insights underscore the need to expand engagement with the UNWTO, strengthen cultural programming, empower marginalized groups, and integrate circular economy principles. By adopting these strategies, rural communities worldwide can transform tourism into a sustainable engine of inclusive growth. Finally, The practical implications derived from this article are as follows:

Strengthening the Protection and Promotion of Cultural and Natural Assets: Governments and local communities should develop comprehensive programs for the preservation of cultural and natural heritage. This effort can be reinforced through collaboration with international bodies such as the World Tourism Organization (UNWTO).
Focusing on the Empowerment of Marginalized Groups: A portion of policy-making should be directed toward the education and employment of women, youth, and vulnerable groups to enhance social sustainability. Entrepreneurial training programs, similar to the experience of Jardín (Colombia), may serve as a model.
Developing Green and Digital Infrastructure: Investment in sustainable transportation, renewable energy, and digital infrastructure (e.g., tourism applications) is essential for improving accessibility and the visitor experience.
Strengthening Participatory Governance: The establishment of local councils involving the community, private sector, and government, akin to the Niseko model (Japan), can lead to transparent and sustainable decision-making.
Enhancing Health, Safety, and Security Standards in Tourism-Ready Villages: The development of health protocols and safety and security management plans, particularly in remote rural areas, is critical for increasing tourist confidence and ensuring the sustainability of tourism destinations.
Promoting Endogenous Value Chains: Experience- and culture-based tourism development, such as food-focused or astro-tourism, should be reinforced by linking it with local production (e.g., Valposchiavo in Switzerland).

Given that 80% of the leading tourism villages are concentrated in 15 countries, other nations—including Iran—should increase their engagement with the World Tourism Organization to enhance the likelihood of having more villages included on this list. In conclusion, due to its reliance on official textual data, this study may not have captured all cognitive dimensions of the villages examined, which could serve as a topic for future research.
 
Funding
This study was conducted as an independent academic work and was entirely self-funded. No financial support was received from external funding bodies.
Authors’ Contribution
All stages of the research—including problem formulation, study design and methodology, data collection and analysis, interpretation of results, and manuscript drafting and final revision—were carried out entirely by the author.
 
Conflict of Interest
The author declares no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
 
Acknowledgments
I would like to express my sincere gratitude to the respected professors at the Department of Geography, University of Tehran, Dr. Mohammadreza Rezvani and Dr. Seyed Ali Badri, for their invaluable guidance and unwavering support throughout this study.