ارزیابی نقش جریان‌های گردشگری در توسعه کارآفرینی گردشگری روستایی مطالعه موردی: حوزه نفوذ گردشگری شهر مشهد

1. Introduction

At the beginning of the 21st century, developing countries continue to face numerous challenges in the path toward development, particularly rural development. Previous policies and strategies, due to their urban-centric and technocratic nature, have failed to adequately address the needs of rural areas. As a result, these regions have experienced intensified poverty, migration, declining living standards, and infrastructural deficiencies. Consequently, there has been a growing emphasis on the need to revise development approaches and leverage local capacities—especially through tourism—as part of innovative development strategies.

Tourism, as one of the fastest-growing sectors of the global economy, has played a significant role in GDP growth, employment generation, and income distribution. It connects various rural activities such as agriculture, handicrafts, and local services, thereby fostering economic diversification and revitalizing rural communities. Beyond enhancing local livelihoods and reducing rural-to-urban migration, tourism also facilitates the flow of capital, culture, and information, contributing to the formation of economic and social capital.

In this context, tourism entrepreneurship—particularly rural tourism entrepreneurship—has emerged as a key driver of endogenous development. It provides a framework for utilizing local potentials to generate and equitably distribute wealth. Thus, rural tourism development is considered an effective strategy for addressing rural underdevelopment and strengthening the economic and social foundations of rural areas.

This study focuses on the tourism-receiving villages within the tourism catchment area of Mashhad, Iran. As Mashhad has evolved into the country’s second-largest metropolis and a major pilgrimage-tourism hub, the increasing influx of tourists has expanded its tourism influence into neighboring rural areas. These villages, now integrated into Mashhad’s metropolitan system, possess high tourism potential. If managed properly, this potential can foster tourism entrepreneurship, employment, infrastructure improvement, and a reduction in migration to the city. The primary aim of this research is to examine the role of tourism flows in stimulating tourism entrepreneurship in this region.

2. Methodology

This applied research adopts a descriptive-analytical approach and utilizes library-documentary methods for data collection. To assess tourism entrepreneurship, standardized indicators from the Global Entrepreneurship Monitor (GEM) were adapted through localization by 15 academic experts, resulting in 36 items across 14 indicators grouped into three dimensions. Data were collected using a five-point Likert scale questionnaire administered to rural entrepreneurs.

Tourism flows were analyzed across three dimensions—tourist, commodity, and capital flows—using eight indicators derived from institutional data and stakeholder interviews. The reliability of the research instruments was confirmed with a Cronbach’s alpha coefficient above 0.7. Data analysis employed one-sample t-tests, Pearson and Spearman correlations, linear regression, and GIS-based spatial models such as MEREC, MARCOS, and Natural Breaks.

The tourism catchment area of Mashhad was selected for its high rural tourism potential. The spatial extent of the catchment was determined using a modified Rupert model and visualized in ArcGIS. Out of 167 tourism villages, 22 with significant tourism attractions were selected as the study sample.

3. Findings

In the first phase, one-sample t-tests (with a theoretical mean of 3) were conducted to evaluate the levels of tourism entrepreneurship. Results indicated that the mean values for all entrepreneurship indicators were significantly above the theoretical average, suggesting a positive influence of tourism flows on entrepreneurship in the study area. Among the indicators, "entrepreneurial orientation" was identified as the most influential factor by the entrepreneurs.

The average tourism flow was measured at 2.69, placing it at a moderate level. Correlation analysis revealed significant positive relationships between tourism flows and all three dimensions of entrepreneurship: orientation, capability, and willingness. Regression analysis showed that tourism flows are a strong predictor of tourism entrepreneurship (R=0.81, R²=0.64).

However, exceptions such as the villages of Pivehjan and Ozghad demonstrated strong entrepreneurial performance despite weaker tourism flows—largely attributed to their unique natural resources. Conversely, Darbehesht village, despite a stronger tourism flow, exhibited weaker entrepreneurial outcomes due to structural and cultural barriers.

Spatial analysis using MEREC and MARCOS models identified Miami village as having the highest and Andorakh the lowest tourism entrepreneurship levels. Spatial classification via the Natural Breaks method in GIS revealed Miami, Radkan, and Pivehjan to be in the most favorable entrepreneurial positions.

Further correlation between the MARCOS model and spatial-physical factors indicated strong or very strong relationships between tourism entrepreneurship and variables such as precipitation, elevation, education level, youth population, infrastructure, hospitality services, and accessibility. These factors play critical roles in the success of tourism entrepreneurship.

4. Discussion and Conclusion

Tourism entrepreneurship plays a pivotal role in the sustainable development of rural areas, significantly contributing to economic, social, and environmental advancement. This study, focusing on the villages within Mashhad's tourism catchment area, confirmed that tourism flows significantly influence the dynamism of tourism entrepreneurship, with "entrepreneurial orientation" being the most impactful factor.

The findings highlight a strong correlation (R=0.81) between tourism flows and entrepreneurship indicators. However, regional disparities exist: while some villages with fewer visitors achieved strong outcomes through intelligent use of local resources, others with high visitor numbers underperformed due to cultural or structural limitations.

The MEREC and MARCOS spatial models further emphasized that entrepreneurial success is influenced by a combination of environmental, infrastructural, and social factors. Overall, the sustainable development of tourism entrepreneurship demands an integrated approach—one that aligns tourism flows with economic infrastructure, education, innovation, and policy support.