An application of European Performance Satisfaction Index towards rural tourism: The case of western Iran

• Stakeholders revealed a unique list of variables influencing their commitment.
• Satisfaction and quality are influencing commitment tourism development.
• Two issues will also keep tourism a peripheral development strategy are:
• Services are provided by resident oriented firms who see tourism a minor pursuit.
• Tourism is pilgrimage, earning money from pilgrims is considered unethical.

Iran is endowed with numerous historic and cultural attractions spanning more than 7000 years of continuous civilization, affording it much tourism potential. However, the country currently ranks 70th worldwide in tourists' arrivals and 77th in revenues generated by tourism. Though tourism potential does not always lead to its development, an assessment of resident attitudes towards tourism as an economic development strategy is a needed precursor to an integrated management approach so that once the impediments are lifted, the industry can develop in an appropriate and sustainable way. To achieve this end, this study operationalized the European Performance Satisfaction Index to assess resident attitudes and commitment towards tourism in Oraman County in Iran's Kurdistan province. Yielded from the survey data was a causal chain of factors influencing commitment towards tourism among those known in the community to have experience in current tourism offerings and upon whom future tourism development would likely depend.