Economic diversification

Purpose- Rural areas experience various economic and social tensions such as population instability and limited job opportunities, which place villages at risk. Rural tourism can improve the economic activities that increase the population and improve the economy because tourism transforms a fragile economy with dynamic activities that enable the establishment of service enterprises and bring about entrepreneurship opportunities. This study aimed to model the multilateral effects of tourism on rural sustainability. Design/methodology/approach- This research applied the theoretical-pragmatic approach. Data were collected using library and field studies. Field studies are a prominent element in the analysis of results. In this course, the systematic questionnaire was used for the extraction of the field database. Using the Cochran formula, the sample size was estimated 214 people. Furthermore, the interrelationship Structural Equation Model (SEM) was applied to analyze the networks of variations. Also, path analysis and partial least squares regression model was adopted to model the interrelationship between the variables observing the systematic nature of the sustainability approach. Findings- Tourism is an accelerating tool in rural permanency. It stimulates the stability of the population, cultural similarities, and promotion of rural culture, which subsequently establish rural sustainability. On the other hand, as land use change is acknowledged as one of the unfavorable consequences of tourism, support for the environmental aspect is mentioned as a necessary factor for sustainability. Tourists should also recognize the eminent function of the environment in rural settlements to ensure that promoting the entire aspect of sustainability results in rural stabilization. Practical implications- Specifically, tourism develops social solidarity through the formation of micro-businesses and particular rural entrepreneurship that directly and indirectly contribute to the expansion of job creation in rural settlements. Also, these mechanisms are involved in producing local capital that strengthens sustainable rural income and livelihood. On the other hand, tourism highlights the significance of the environment, and its protection is essential to the rural sustainability.