Assessing the Status of Sustainable Tourism in Sari City for Regional Development

BACKGROUND AND OBJECTIVES: This study aims to evaluate the status of sustainable tourism in Sari city in alignment with regional development objectives. Given its tourism potential, Sari has the capacity to become a prominent and appealing tourism hub if tourist facilities and amenities are further enhanced. The research is classified as applied in purpose, and its nature is descriptive-analytical and field-based. METHODS: The statistical population comprises tourism experts in Sari, with a sample of 45 specialists selected via targeted cluster sampling. Data were collected using a questionnaire, and the findings were analysed using both qualitative and quantitative methods. For qualitative analysis, thematic analysis was performed using MAXQDA. Quantitative analysis involved the application of descriptive and inferential statistical techniques . FINDINGS: The assessment of economic capacity, as a variable of sustainable tourism in Sari contributing to regional development, indicated a favourable condition with an average score of 3.28, exceeding the theoretical median. Furthermore, the criteria for environmental conditions and management factors, with averages of 3.43 and 3.15, respectively (both above the theoretical median), also indicate favourable conditions in Sari . CONCLUSION: Conversely, the criteria encompassing tourism capacities, tourist attractions, service quality, structural factors, and individual factors, with averages of 2.81, 2.83, 2.45, 2.86, and 2.64, respectively (all below the theoretical median), reveal deficiencies within Sari’s tourism sector .