Tourism management studies of the smart era

Tourism management studies of the smart era

Evaluation of the Organizational Social Responsibility of Destination Management in Achieving Sustainable Rural Tourism Development(Case Study: Tourist Villages of Ramian County)

Document Type : Original Article- original research

Author
Associate Professor, Department of Geography, Faculty of Literature and Humanities, Ferdowsi University of Mashhad, Mashhad, Iran.
Abstract
The present study aimed to evaluate the role of the organizational social responsibility of Destination Management Organizations (DMOs) in promoting sustainable rural tourism development in Ramian County, Iran. This applied study adopted a quantitative research design using a descriptive-analytical approach. The statistical population comprised members of destination management organizations, including village councils, Islamic councils, non-governmental organizations (NGOs), eco-lodge managers, representatives of relevant government agencies, and local businesses across eight tourist villages. A sample of 70 participants was selected using stratified random sampling. Data were collected using a researcher-developed questionnaire, the validity of which was confirmed by an expert panel, while its reliability was established using Cronbach's alpha coefficient. The findings indicate that although members of the destination management organizations perceived the current status of social responsibility, sustainable development, and sustainable governance as unsatisfactory, significant positive relationships existed among these variables. In particular, the ethical dimension of organizational social responsibility, together with sustainable governance, emerged as a key determinant of tourism sustainability. Furthermore, significant differences were observed among stakeholder groups, with non-governmental organizations demonstrating the highest level of performance and eco-lodge managers the lowest. Overall, the findings underscore that strengthening collaborative, transparent, and accountable governance, alongside fostering ethical responsibility, is essential for achieving sustainable rural tourism development and should therefore be prioritized by local policymakers.
Keywords
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