Identifying the Factors Affecting the Development of Creative Tourism and Their Effect on the Sustainability of Behavior from the Perspective of Tourists in Rural Areas of Borujen City

Document Type : Research Paper


1 MA Graduate, Department of Geography and Ecotourism, Faculty of Natural Resources and Earth Science, University of Kashan, Kashan, Iran.

2 Assistant Professor, Department of Geography and Ecotourism, Faculty of Natural Resources and Earth Science, University of Kashan, Kashan, Iran.


Creative tourism is one of the most popular tourism development strategies in recent years and creative tourists are looking for new destinations to get a unique and creative experience. In fact, creative tourism seeks to add new ways to develop tourism. The research method is descriptive-analytical based on field surveys. The research instrument is a researcher-made questionnaire with 14 general and 88 professional open-ended and closed-ended questions that measure tourists' opinions. The results of the ranking of creative tourism explaining factors in rural areas of Borujen city by using Friedman test show that innovation and value creation index in tourism has the highest average value of 4.74. In this ranking, the handicrafts index received the lowest rate of creative tourism development (2.91). Using factor analysis test, sustainable tourist behavior factors have been identified in three cultural, environmental, and economic dimensions. The study of the effectiveness of creative tourism on sustainable behavior of tourists according to the operating load of -0.11 and also gaining a significant level higher than 0.05 to 0.01 indicates the lack of confirmation of the significant effect of creative tourism formation on the occurrence of sustainable behavior  among tourists.


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