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Journals / Adnan Menderes Üniversitesi Ziraat Fakültesi Dergisi / 2026 / Cilt: 23 Sayı: 1

A Multi-Factor Approach to Understand Drivers Enhancing Sustainable Rural Tourism Based on Motivation – Opportunity – Ability Framework and Social Exchange Theory

Motivasyon–Fırsat–Yetenek Çerçevesi ve Sosyal Değişim Teorisine Dayalı Olarak Sürdürülebilir Kırsal Turizmi Güçlendiren Etkenlerin Çok Faktörlü Analizi”

Hatice Türkten(ONDOKUZ MAYIS UNIVERSITY)0000-0003-2037-7756
Arzu Seçer(MERSİN ÜNİVERSİTESİ)0000-0003-1347-4988
Zübeyde Ekmekçi Türk0000-0002-0818-1366
İsa Gürbüz0009-0006-7435-5084
Mevlanur Topalhan Yasak0009-0003-5839-6722
Pages
31–46
Publication Date
2026-07-03
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The study provides practical insights for policymakers, local governments, investors, and businesses, enabling them to create more informed and tailored strategies to enhance sustainable practices in rural tourism activities.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to explore the drivers that affect residents' willingness to actively participate in rural tourism activities and compare mountainous and plain areas.
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Key Findings & Data:The study incorporates the Motivation-Ability-Opportunity framework, Social Exchange Theory—including perceived economic, socio-cultural, and environmental impacts—along with additional factors, such as the perceived continuity of rural tourism activities and openness to new experiences.
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Conclusion & Impact:The study provides practical insights for policymakers, local governments, investors, and businesses, enabling them to create more informed and tailored strategies to enhance sustainable practices in rural tourism activities.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Kırsal turizm · Yerel halk · Sosyal Değişim Teorisi

Abstract

This study aims to explore the drivers that affect residents' willingness to actively participate in rural tourism activities and compare mountainous and plain areas. The study incorporates the Motivation-Ability-Opportunity framework, Social Exchange Theory—including perceived economic, socio-cultural, and environmental impacts—along with additional factors, such as the perceived continuity of rural tourism activities and openness to new experiences. Data was gathered from 253 individuals through in-person interviews in a rural area. Binary logistic regression was carried out to analyse the collected data. According to the analysis, nine of the 13 independent variables in general—regions, marital status, income source, motivation, abilities, perceived socio-cultural impact, perceived environmental impact, perceived continuity of rural tourism activities, and openness to new experiences—were statistically significant. The study provides practical insights for policymakers, local governments, investors, and businesses, enabling them to create more informed and tailored strategies to enhance sustainable practices in rural tourism activities.

Özet

Bu çalışma, yerel halkın kırsal turizm faaliyetlerine aktif olarak katılma isteğini etkileyen faktörleri incelemeyi ve dağlık ile ova bölgelerini karşılaştırmayı amaçlamaktadır. Çalışmada Motivasyon–Yetenek–Fırsat (MOA) çerçevesi ile algılanan ekonomik, sosyo-kültürel ve çevresel etkileri kapsayan Sosyal Değişim Teorisi kullanılmış; ayrıca kırsal turizm faaliyetlerinin sürekliliğine ilişkin algı ve yeni deneyimlere açıklık gibi ek faktörler de modele dâhil edilmiştir. Veriler, kırsal alanlarda yüz yüze görüşmeler yoluyla 253 bireyden toplanmıştır. Elde edilen verilerin analizinde ikili lojistik regresyon yöntemi kullanılmıştır. Analiz sonuçlarına göre, genel olarak 13 bağımsız değişkenden dokuzu—bölgeler, medeni durum, gelir kaynağı, motivasyon, yetenekler, algılanan sosyo-kültürel etki, algılanan çevresel etki, kırsal turizm faaliyetlerinin sürekliliğine ilişkin algı ve yeni deneyimlere açıklık—istatistiksel olarak anlamlı bulunmuştur. Çalışma, politika yapıcılar, yerel yönetimler, yatırımcılar ve işletmeler için kırsal turizm faaliyetlerinde sürdürülebilir uygulamaları geliştirmeye yönelik daha bilinçli ve hedefe yönelik stratejiler oluşturulmasına katkı sağlayacak pratik çıkarımlar sunmaktadır.

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Cite This Article

Türkten, H., Seçer, A., Türk, Z. E., Gürbüz, İ., Yasak, M. T. (2026). A Multi-Factor Approach to Understand Drivers Enhancing Sustainable Rural Tourism Based on Motivation – Opportunity – Ability Framework and Social Exchange Theory. Adnan Menderes Üniversitesi Ziraat Fakültesi Dergisi, Cilt: 23 Sayı: 1, 31–46. https://doi.org/10.25308/aduziraat.1840861

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