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

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 represents one of 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



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

1. Cultural and Natural Resources: The most frequent themes included 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 the integration of natural and cultural heritage with education and tourism, highlighting the importance of linking conservation with visitor experience.

2. 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.

3. 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.

4. 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 like Valposchiavo (Switzerland) and Vechampalli (India) showcase innovative value chain integration linking local production and tourism markets.

7. Governance: Effective governance practices included 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.

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). Similarly, 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.