Towards a paradigm model for governance in rural tourism destinations

Purpose This study investigates the governance challenges undermining sustainable rural tourism development, with a focus on systemic barriers such as resource limitations, policy fragmentation and stakeholder misalignment. It aims to develop a governance model that enhances inclusivity, responsiveness and sustainability in rural tourism contexts. Design/methodology/approach A grounded theory methodology was employed, drawing on in-depth semi-structured interviews and documentary analysis. The study was conducted in a rural region of Iran, enabling the development of a paradigm model that maps the interrelations between structural, institutional and community-level factors shaping governance effectiveness. Findings The study identified three key governance challenges: policy fragmentation, stakeholder misalignment and resource constraints. The proposed paradigm model underscores collaborative decision-making, strategic partnerships and capacity building as essential for effective rural tourism governance. Practical implications This study proposes decentralised, participatory strategies to strengthen rural tourism governance. Key recommendations include establishing multi-stakeholder platforms, implementing targeted capacity-building, leveraging digital tools for transparency and fostering cross-sector partnerships. While grounded in Iran, these insights offer broader relevance for rural contexts globally. Originality/value This study contributes a novel, empirically derived governance framework that advances theoretical and practical understanding of rural tourism governance in non-Western and transitional contexts. It provides actionable strategies for policymakers and practitioners seeking to strengthen governance structures and promote sustainable rural tourism outcomes.