Journal of Geographical Studies of Mountainous Areas

Journal of Geographical Studies of Mountainous Areas

Building the future of wellness tourism in Rural Area Study of Mountainous Villages in Sepidan County: An Analysis of Infrastructure and Policy Considerations

Document Type : Original Article

Author
Ali Shamsoddini
Associate proff Department of Human Geography, Shi.C., Islamic Azad University, Shiraz, Iran
10.22034/gsma.2025.2055562.1072
Abstract
Introduction

Wellness tourism is a crucial sector within the global tourism industry, focusing on the experience of travel aimed at promoting health, self-care, and relaxation. Wellness tourism is not limited to medical travel but also encompasses recreational activities such as hydrotherapy, physiotherapy, meditation, and enjoyment of nature. These activities aim to enhance overall well-being, including physical, mental, and emotional health, and are prevalent in health tourism accommodations worldwide. Which emphasize mindfulness, rural-based wellness tourism includes activities such as herbal medicine, hydrotherapy, and holistic health approaches, which stem from the deep cultural and spiritual roots of each country (Chan et al, 2022; Hall, 2021). Existing research has predominantly focused on wellness tourism in urban areas, thus creating a gap in understanding how to support the unique dimensions of rural destinations, such as natural and cultural environments and traditional healing methods, through strategic infrastructure and policy frameworks. Sepidan County, despite its diverse tourism capacities in herbal medicine, hydrotherapy, pristine mountainous regions, a ski resort, and numerous waterfalls, has not achieved significant success in wellness tourism due to infrastructural weaknesses, including transportation, a lack of service facilities, and insufficient advertising and information dissemination. Aiming to bridge this gap, this research focuses on identifying the key components of health tourism in rural areas of Sepidan County and providing a model for developing strategic infrastructure and formulating supportive policies for the sustainable growth of tourism in rural areas.
 

Methodology

This research is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study consists of wellness tourists. To determine the sample size, Cochran's formula was used, followed by purposive sampling until confidence was established that the selected sample was a good representative of the entire population. Ultimately, 424 individuals were selected. The main research instrument was a structured questionnaire. A comprehensive review (literature review) initially identified 30 observable variables related to the characteristics of wellness tourism destinations with a focus on rural areas. After evaluating the variables, five variables were removed, resulting in a total of 25 variables. The collected data were analyzed using descriptive data analysis and exploratory factor analysis (EFA). The results were then confirmed by confirmatory factor analysis (CFA).
 

Results

The present study reveals that the majority of the participants were in the 25-34 age group, comprising 31.5% of the respondents. Regarding gender, the ratio of female respondents (34%) was higher compared to male respondents (24%). Exploratory factor analysis, using the principal component analysis method, identified 8 components. As the eigenvalues of 3 components were less than 1, these components were excluded from the analysis process. The eigenvalues of the remaining components ranged from 1.082 to 6.751. These components explained between 3.183% and 19.857% of the data variance, and in total, 59.16% of the variance was explained by these 5 components. According to the principles of factor analysis, only components with eigenvalues above 1 were retained (Ardhala et al, 2016). The findings of this research, analyzed through exploratory factor analysis, provide a structured classification of 25 wellness tourism attributes into 5 distinct components: uniqueness, facilities, therapeutic health, attractions, and natural environment. The findings of the confirmatory factor analysis conducted on rural wellness tourism are noteworthy in several aspects. The model demonstrates a good fit with the actual data. The fit indices indicate that the model has a strong and valid fit with the data. The CFA results show that the designed model for assessing rural health tourism attributes is appropriate. The statistical indices demonstrate that the model effectively explains the data, and the various concepts are correctly differentiated.
 
.4. Discussion
The findings of this study reveal several key insights into rural-based wellness tourism in Sepidan and how it aligns with and diverges from previous research. The identification of five dimensions (uniqueness, facilities, attractions, natural environment, and therapeutic health) provides a comprehensive framework that resonates with prior studies on wellness tourism but extends it by specifically applying these features to rural settings. Numerous previous studies have highlighted key attributes of wellness tourism, including climate, facilities, and cultural heritage (Didaskalou et al, 2019; Lee et al, 2020). This study confirms these factors but adds depth by identifying the active role of activities such as herbal medicine, hydrotherapy, and traditional Iranian medicine, which are rooted in Iran's cultural heritage. In contrast to previous studies that focused on urban health tourism (Voigt & Pforr, 2013), this study addresses the gap in rural wellness tourism research by analyzing how features such as natural environments and therapeutic health can be effectively supported through infrastructure and policy frameworks. Past research, including studies by Gossling (2017), emphasized the need for environmentally friendly infrastructure, but this study expands the scope of this discussion by providing specific recommendations for rural-based wellness tourism destinations.
 

Conclusion

This study highlights the multidimensional nature of rural-based wellness tourism and its potential for sustainable development. It provides new insights into how health tourism can bolster local economic growth by leveraging cultural and natural heritage. The inclusion of factors such as visitor density and local cultural engagement adds depth to existing research, demonstrating that rural-based wellness tourism is not limited to the physical environment but encompasses the comprehensive integration of cultural and spiritual practices. The use of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to validate the attributes of rural-based wellness tourism lends further robustness to the study.
 
Acknowledgments
With the utmost gratitude and appreciation, I would like to thank all individuals who have contributed to the preparation and compilation of this article. The invaluable support, guidance, and assistance provided by professors, colleagues, and friends have played a significant role in the completion of this research.
Keywords
Wellness tourism
Rural destinations
Infrastructure and Policy Considerations
Sepidan County
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Journal of Geographical Studies of Mountainous Areas
Volume 6, Issue 1 - Serial Number 21
Spring
Winter 2025
Pages 21-40