Assessment the Relationship between Rural Sustainability and Tourism Development by Modifier Role of Local People Perception

Local people always play a very important role in rural tourism development decisions. So that it is always known as one of the principles of sustainable tourism development. Therefore, local perception towards rural tourism development help tourism managers and policy makers to make better decisions. So, the current study aims to assess the relationship between rural sustainability and rural tourism development by modifier role of local people perception. The statistical population is Local people in Qalat region of Shiraz. According to Morgan table, 385 were selected by available sampling method. Data were collected using a questionnaire. The reliability of the questionnaire was measured using Cronbach's Alpha and composite reliability. Its validity was measured using convergent and divergent validity. To examine hypothesis, the Partial Least Squares and Structural Equation Modeling were used. The results showed that without considering local perception as a modifier role, there is a positive relationship between general sustainability and rural tourism development in Qalat region, confirming all relationships between sustainability aspects and rural tourism development. However, considering modifier role, from the economic points of view, local people have not had positive opinions about rural tourism development. The positive economic aspects of economic have not been significant among local people and negative environmental impacts of Qalat area have increased with the arrival of the tourist
Extended Abstract
1-Introduction
Local people have always played an important role in decision-making of rural tourism development. They have known as an important principal of sustainable tourism development. Therefore, local people perception towards rural tourism development helps tourism managers and policy makers to make a better decision in rural destinations. In addition, by the role of local people perception in tourism decisions and by the importance role of previous studies, undoubtedly the process of rural tourism development will be depended on local people. Rural district of Qalat in Shiraz has natural and historical potential for tourists and rural tourism development as well. But there is no study about rural development in this region. Moreover, the role of local people and different aspect of sustainability (economic, social and environmental) has not been investigated in this region. Given the assessment of tourism sustainability and the role of local people, this study aims not only to investigate the modifier role of local people perception towards rural tourism development in Qalat Region but also to consider all aspects of sustainability in the way of rural tourism development.    
2-Materials and Methods
In this research the most important aspects of sustainability have been considered in the village of Qalat located in Shiraz. The sample population was the local people of Qalat village. According to Morgan table, 385 people were selected. Questionnaire was used to collect data. In this research, which is an applied one, a descriptive-survey method is used. Data were analyzed by Structural Equation Modeling (LISREL) and Warp Partial Least Squares (Warp PLS) method. Questionnaire's validity was measured by internal consistency whose validity was measured by convergent and divergent validity. Convergent validity was measured by Average Variance Extracted and divergent validity measured by Fornell- Larcker criterion.
3-Results and Discussion
Ignoring the modifier role of local people perception, economic sustainability has a significant relationship with rural tourism development. The impact level of economic sustainability was (0/22), with due attention to significant level (3/14), it can be said this relationship was significant. This impact also confirmed in PLS software, based on impact factor (0/22) and the level of significant (<0/01). Social sustainability has significant relationship with rural tourism development considering impact factor (0/34) and significant value (5/97). Among the sustainability aspects, social sustainability has the most effect on the rural tourism development. This impact also confirmed in PLS software based on its impact factor (0/3) and significant value (<0/01). The impact level of environmental sustainability was (0/13), with due attention to significant level (2/11), it can be said this relationship was significant. This impact also is confirmed in PLS software based on impact factor (0/13) and the level of significant (<0/01). By the role of modifier local people perception, the impact level of economic sustainability on rural development has not changed proving that modifier hypothesis of local people modifier has not been confirmed in this relationship. However, local people perception has a significant impact on the relationship between social sustainability and rural tourism development which could modify this relationship. Finally, local people perception could not modify the relationship between environmental sustainability and rural tourism development.
4-Conclusion
Structural modeling of this research, ignoring and considering role of modifier show that the level of rural tourism development extremely depends on general sustainability. In present study, the environmental dimension has a significant impact on the development of rural tourism. It should be noted that rural tourism can cause environmental problems which is considered as a motivation for environmental conservation at the same time. In fact, it can act like a double- edged sword. Tourism planner has paid attention to both perspectives. Except for of environmental problems, paying attention to economic revenues and increasing local businesses has affected rural tourism development process. The best sustainable rural development model is to pay attention to all three dimensions of sustainability. Despite the success of social sustainability in Qalat region, it can be said that general sustainability has faced the challenge, due to the local people perception towards tourism development process and lack of economic and environmental sustainability. The results show that the impact level of overall sustainability is higher than each dimension, so this structure should be considered as a general perspective. It means that addressing just one dimension of this variable will cause disorder in the region and retard growth rate and development in the long term. Therefore it is recommended to achieve rural growth and development, pay attention to each economic, social and environmental dimensions in the same time and the same level, in order to provide growth and development opportunities for rural people.