Extended Abstract
Background: The outbreak of Covid-19 significantly impacted tourism-related businesses, particularly in rural areas, due to strict restrictions imposed to curb the spread of the virus. This research aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) faced by rural tourism businesses during the pandemic. By assessing both internal and external factors, the study seeks to propose strategies for mitigating the risks associated with Covid-19 in the tourism sector.
Methods: The research's statistical population consisted of 12 experts, managers, and key informants from the tourism sector of Mazandaran province, selected through a purposeful sampling method. Data collection involved semi-structured interviews conducted both face-to-face and via telephone. The qualitative content analysis technique, employing an inductive approach and utilizing MAXQDA software, facilitated data analysis. To ensure validity, the triangulation technique was applied, incorporating confirmatory sources, multiple researchers, and various methods throughout the data collection and analysis process. Reliability was established by ensuring the accuracy of interviews, creating a structured interview process, and forming a specialized committee for interpretation.
Results: The findings were categorized into four main themes (strengths, weaknesses, opportunities, and threats) along with 19 sub-themes (codes). The qualitative content analysis revealed four strengths, five weaknesses, six opportunities, and four threats impacting rural tourism businesses amid the pandemic. Key findings indicated that the extension of health culture and community health, capacity building for local communities, economic challenges such as income reduction and unemployment, and the risks associated with tourism investments were the most significant strengths, opportunities, weaknesses, and threats, respectively. These insights provide valuable guidance for managers and stakeholders in rural tourism, enabling them to create conditions that mitigate Covid-19 risks across various sectors, including agriculture and the supply chain for agricultural products.
Conclusion: The research highlights the critical need for effective management of tourism-related rural businesses in light of Covid-19. Key strategies include diversifying tourism-related activities, emphasizing innovative approaches to healthy food tourism, and leveraging new technologies in green tourism. Additionally, developing electronic tourism services and supporting knowledge-based companies in agricultural and rural tourism—such as those focusing on medicinal plants and forest tourism—are essential. Financial support and aid for tourism businesses, including unemployment insurance and the establishment of cooperatives and volunteer organizations for local planning, are vital. Furthermore, developing community-oriented tourism projects and supporting vulnerable populations in rural areas are crucial steps for managing the risks posed by the pandemic in the tourism sector. This comprehensive analysis underscores the importance of resilience and adaptability in rural tourism, particularly in response to unprecedented challenges like the Covid-19 pandemic. By implementing these strategies, stakeholders can enhance the sustainability and viability of rural tourism businesses in the future.