Attitude of Local Residents Towards the Sustainable Development of Rural Tourism: Identification of Opportunities and Challenges (Case Study: Villages of Alborz Province)

Introduction
Today, tourism with its many roles in every country (economic, social and cultural) and its ability to create a positive impact (employment, wealth, dynamism, increase in income, infrastructure, international peace and movement of people, property, etc.) as it plays an important and dynamic industry. Actually; in recent years and even decades, tourism has become one of the main economic activities in rural areas. This category has great potential to create certain sources of income and employment and seems to be vital for the long-term sustainability of rural areas that attract tourists. Tourism can help reduce poverty by empowering the rural population to participate in tourist-related activities. In addition, rural tourism contributes to non-agricultural incomes for rural households by using the region's great natural beauty and distinctive cultural features to attract tourists, revitalizing the rural economy and encouraging the growth of new businesses. The main benefits of a sustainable approach in tourism are related to good practices and improvements, especially regarding the environment. In any case, the sustainable development of tourism is related to local communities and their attitude towards tourism. In the process of developing a sustainable tourism sector, the local community is a key element, because it is directly affected by its evolution. However, since most of the studies related to rural tourism and local residents have focused on specific issues or perspectives, determining what the local residents' attitudes are towards the sustainable development of rural tourism and identifying the opportunities and challenges resulting from this type of tourism; it is a special and challenging concept that requires a fundamental review and analysis. The purpose of this article is to investigate and explain the attitude of local residents towards the sustainable development of rural tourism, which is based on the identification of opportunities and challenges. Also, this research aims to provide a novel approach to the subject, the results of which can be useful in creating future development strategies.
Methodology
The current research is of an applied type and the method used in it is a mixed method. In this way, at first, using the qualitative research method, data and information related to the attitude of local residents towards the sustainable development of rural tourism are collected and coded from the perspective of identifying opportunities and challenges, and then using the quantitative survey method; their approval or rejection is reviewed. The main approach in the qualitative method has been that by using the available sampling method, which is one of the qualitative sampling methods, from the informants and sometimes experts of the villages of Alborz province; Information was collected and categorized using three-axis coding method in the form of open, axial and selective codes to extract relevant challenges and opportunities from their point of view. Then, in order to confirm them, these extracted components and indicators for experts and specialists in the field of urban and rural planning management; tourism management; governmental management; village management; rural sociology; It is sent to give their opinions regarding their approval or rejection. It should be noted that stratified sampling is used in this method. In more general terms, the tool for collecting information in the qualitative phase is semi-structured interviews, and in the quantitative phase; it is a questionnaire.
Results
In the first stage, by using the qualitative research method and with the tool of semi-structured interviews, related components and indicators are identified and extracted. Using the available sampling method, people were selected as interviewees who had relative and sufficient information in this field. Each interview lasted between 30 and 60 minutes, and all the interviews were recorded and then transcribed. Finally, by summing up 31 interviews, theoretical saturation was achieved and 134 raw propositions were extracted, of which 70 were open codes; 21 axial codes and 6 selective codes were extracted. In the second stage, analyzes were done using the quantitative survey method. In this stage, using stratified sampling, the experts and experts present their opinions regarding the components and indicators extracted from the previous stage. At this stage, all answers were analyzed using SPSS26 and SmartPLS3 software, which were all approved by experts.
Discussion
As seen, the attitude of local or rural residents towards sustainable rural tourism is both positive and negative. In a more general way, these cases should be examined from several dimensions and angles. In general, rural tourism in Alborz province, which is considered as a complementary activity compared to the existence of various industries and multidimensional employment in this province, therefore there is a possibility and possibility of various opportunities and challenges for the villages of this province in the field of rural tourism. This type of tourism is not only in economic, socio-cultural, management and planning fields, but also in the field of environmental protection, which is one of the main concerns of the local community; it is effective and vital. If there is a positive attitude of the rural community towards sustainable rural tourism, not only the goals will be achieved better and faster, but also the natural resources will be improved and protected in order to increase the quality of life for the next generations, and even more than that, many programs and policies will come to fruition.
Conclusion
One of the special and important results of this research; Adding an industrial dimension to the category of sustainable development of rural tourism. Referring to the geographical location of Alborz province in the vicinity of the capital and its proximity to various industries, it can be said that the industrial dimension is one of the most important factors in this field. The sustainable development of rural tourism will help the qualitative development, organization and management of rural tourism, as well as attract investment in the tourism industry. This province has many geographical, human, natural and cultural resources for the development of rural tourism, which affects the social and economic development of the country. Therefore, their help to increase socio-economic development and tourism through careful planning and policy making; It can attract m....