Abstract:

Abstract This study aims to examine rural tourism from the perspective of the local people and farmers (residents) with PESTEL analysis. The main materials of this study consisted of the data obtained from the survey conducted on residents in the Mordoğan town of Karaburun district of İzmir province, Turkey. According to the result of PESTEL analysis, rural tourism will increase public services in the region (politically), shopping of tourists will positively improve the economic situation of local trades (economically), education and awareness levels of residents on rural tourism will be increased (socio-culturally), the promotion of Mordogan's rural tourism potential via the internet will provide the opportunity to reach more tourists (technologically), traffic problems will be caused in rural areas (environmentally), the control and sanctions should be increased in order to protect the historical and local texture in the region (legally). In addition,It was observed that there was a statistically significant (p<0.001) difference in the political and economic dimensions of local people and farmers on the socio-cultural, technological, environmental and legal dimensions. but it was determined that there was no statistically significant difference between the political dimension and the economic dimension.

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