درخت حوزه‌های تخصصی

Purpose- This study aims to examine the delivery and quality of rural tourism services from the perspective of managers of eco-lodges in Guilan Province, Iran. It also seeks to identify the key reasons behind the lack of adoption of service quality standards by these managers. The significance of the topic lies in its contribution to sustainable tourism development, enhancement of rural residents’ quality of life, and improvement of tourist satisfaction. Design/methodology/approach- This applied research employed a descriptive-analytical approach. Data were collected through both library and field methods. The statistical population included all licensed eco-lodges in Guilan Province (126 units), which were studied using a census method. Data collection was carried out using the standard SERVQUAL questionnaire. The data were analyzed using SPSS version 26 through descriptive statistics, one-sample t-tests, factor analysis, and the Friedman test. Findings- The results revealed a significant gap between the current quality of services and the desired standards in the eco-lodges of Guilan. Most managers perceived the official service quality standards as inefficient or impractical. The primary reasons cited included inadequate infrastructure, insufficient training, and weak supervisory systems. Research limitations/implications- The study is limited to a single province and reflects solely the managers’ viewpoints. Future research is recommended to include the perspectives of tourists and regulatory authorities. Additionally, developing and localizing service quality assessment models tailored to the characteristics of rural accommodations is suggested. Practical implications- To enhance service quality, the study recommends providing training programs for managers, improving tourism infrastructure, revising service quality indicators, and strengthening monitoring and evaluation systems. Showcasing successful models from other regions can also help increase the efficiency of eco-lodges. Originality/ value- By focusing on the perspectives of service providers as key stakeholders, this study offers a novel contribution and can serve as a reference for policymakers, tourism practitioners, and investors aiming to improve rural tourism service quality.

Purpose- The widespread use of virtual platforms has become a common practice in present management, and rural areas are identified as a sector that can greatly benefit from this technology. Statistic data in the field of communication and information technology exhibit a significant increase in internet access in rural areas, a trend that is on the rise globally. The successful implementation of smart village initiatives in Asia shows a promising way to improve life in rural areas, overcome existing challenges, prevent the collapse of social structures, and counteract the problem of rural exodus. It can be argued that by advancing information technology and smart village initiatives, life quality in rural areas can be positively impacted.Design/methodology/approach- The research population comprised the entire statistical community of four districts in Kalar County. Three villages were randomly selected from each district, resulting in a total of 150 samples from 262 households, using the Cochran formula with a 5% error rate. The reliability of the questionnaire was confirmed through content validity and Cronbach's alpha.Finding- The results of this study indicated that the existing infrastructure for smart village development in the rural areas of Kalar County is in an unsatisfactory condition. Additionally, the level of knowledge and information of residents regarding the smartification process in the study area is insufficient. Moreover, the effectiveness of this emerging process in improving the life quality for the local population was not as impactful as expected. The driving and inhibiting factors affecting the development of smart villages in Kalar County do not align with optimistic expectations hindering the desired outcomes.