سعید صالحی مرزیجرانی

With specialized research and activities, archeology introduces many features such as old and ancient areas, ethnicities, cultural traditions, artistic handicrafts and the diverse climate and ecosystem of Iran to attract tourists. The formation of a positive sense in tourists about tourism destinations, taking into account the synergistic approach, also strengthens the sense of pride in the local community. On the other hand, increasing the level of perceived quality of tourists leads to an increase in the satisfaction of tourists as customers of tourist places and becomes the basis for encouraging managers and planners to try to provide more services with better quality. If the environment of tourism destinations lacks the desired quality, it will affect the perception of the tourist about the space and as a result, his mental image of the environment. In addition to motivating and introducing tourist attractions, archeology can provide the basis for the participation of government institutions and private sector investors in order to provide facilities and revive tourism dimensions. Reconstruction of historical contexts, anthropology, linguistics, traditional arts and other related sciences, can provide a suitable platform for economic growth and development, along with the development of tourism in the region and the world for Iranian society. According to the above, in this study, the researcher attempted to investigate the role of archeology studies and the quality of the rural environment in the development of tourism. This study is applied in terms of purpose, descriptive-analytical in terms of data collection, and is based on observation, interview, questionnaire and statistical data. In the present study, two methods of documentary and survey studies have been used. The statistical population included experts in the field of tourism and planning. The statistical sample of the research is about n=10. In addition to seeing the sights and natural landscapes of those places, tourists become familiar with the customs and culture of that village. In this way, tourists are interested in buying village products, such as handicrafts, local products, etc., and this means an increase in the income of villagers who work directly or indirectly in this industry. Most studies are demanded and focused on visitors and their needs and motivations.  

One of the most important destinations that has affected the world's tourism trends over the past decades is rural centers. The growth of short-term trips has transformed these destinations into major tourist centers, and this phenomenon is evident in the decrease in the average length of stay of tourists in many destinations worldwide. Villages are multi-purpose tourist destinations and play a significant role as centers of tourism activity. Archaeology has made significant contributions to the understanding of past cultures and civilizations and has brought fresh perspectives to the social sciences and arts. The methods of conducting archaeological research and the process of reaching desired results are of considerable interest to the general public, especially those who are interested in sensory and tangible exploration; therefore, the best approach to popularize archaeology is to establish its connection with tourism. Tourism shares common fields of knowledge and activities with archaeology and has made significant efforts in the development, preservation, revitalization, and enhancement of structures and monuments resulting from archaeological activities. Now, due to the common issues between archaeology and tourism, they can establish a close relationship in the cultural field. This research aims to focus on ancient and historical works as tourist attractions and as factors generating income and long-term development needs in this sector, which leads to the necessary groundwork for the sustainable development of tourism based on a historical and cultural approach. This analysis is a mixed methodological approach based on observation, interviews, questionnaires, and statistical data