مهدی پورطاهری

Purpose:  In recent years, it has become more necessary to seek and apply new strategies to strengthen the foundations and diversification of economic activities in rural areas. Accordingly, in the context of the new theories of sustainable development, one of the approaches that is of great importance for the growth and sustainability of businesses in today's complex environments is branding. Therefore, the main purpose of this study was to identify businesses with branding potential in Turkmen Sahara of Golestan province in Iran. The overwhelming limitations of product marketing are supporting the declining revenues of traditional sources in dealing with competitive markets as well as trying to expand, making available and identifying regional products with a branding approach Design/methodology/approach: In this study, we first identified and localized the branding indices and then identified the brand-liable products in the region using the Additive Ratio Assessment (ARAS) method in multi-criteria decision making. Findings: The results showed that among the indicators of brand products in rural areas, satisfaction index with weight of 0.095 was put in the first place followed by adaptability with weight of 0.091, quality-orientation approach with a weight of 0.086 and valuable with a weight of 0.081. Also, among the common businesses and products in the region, cotton cultivation with a coefficient of 0.971 was the first priority followed by carpet weaving with a coefficient of 0.966, traditional foods with a coefficient of 0.952, Turkmen horse breeding with a coefficient of 0.943 and eco-tourism with a coefficient of 0.924 for planning the branding of products and services based on Brand Explanatory Indexes and using ARAS method. Practical implications: The study provides a perspective on the process of branding products and services in rural areas. Originality/value:  This paper makes two major contributions: first, the introduction of branding indicators for rural businesses, and second, applying decision making models in the process of branding products and services with brand potential in rural studies.

Purpose- This study aims to demonstrate the factors affecting the current development pattern of second homes, emphasizing on the role of spatial planning in the forest villages that are considered as the tourism destinations of Mazandaran province.Design/methodology/approach- This is a descriptive-analytical study carried out in nine villages of nine county of Mazandaran as tourism destinations. The statistical population consisted of 18 rural managers and 1980 rural households in the under-study villages.Findings- The ANOVA results showed that the institutional-political factor of social-cultural dimension, with the mean of 3.7133 had the highest effect on the current development pattern of second homes.Research limitations/implications- As the statistical population of the present study consisted of rural managers, it was difficult to have access to the managers since they were involved in agricultural works.Practical implications- Based on the current pattern of second home development, the distribution pattern of the spatial planning of second homes was designed. In order to sustain second home development, the negative points in each step of the input, activity, short-term, and long-term consequences should be reduced or eliminated.Originality/value- Since second home tourism is one of the different types of rural tourism that plays a main role in the development of rural areas, and considering the importance of second home tourism in the development of rural areas and their impact on the villagers' life, it is necessary to clarify the factors affecting second home development. Therefore, this study aims to improve the proper distribution of spatial planning in second homes by providing a spatial planning pattern for second home development.

Purpose - Examination and recognition of the processes and mechanisms governing the physical environment of villages and the factors of rural landscape structure have its specific and unique characteristics. These valuable features are applicable in the research process, planning, and plans approaches, as well as in spatial planning to pay for the open environment and rural landscape development. Therefore, the main objective of the research is recognition of the landscape identity components in the tourism villages with valuable texture. These components can be used in the plans and texture restoration of the villages to have a sustainable landscape. Design/methodology/approach- The research is a descriptive-analytic study with the quantitative method by applying a questionnaire that completed by university’s professors and authorities of organs that are related to valuable textures with this important question: what are the landscape identity components and which one of them is so important? By identifying the components, extracting the items and operating the components, collecting and analyzing the data through the SPSS software, performing the ANOVA test and Tukey's test, the components of landscape was identified. These components are readability, vitality, beauty, security and safety, diversity and variety, belonging, accessibility, cultural history, semantics, visual proportions, and physical quality, social, economic, and environmental. Finally, their significance has been determined relative to each other. Finding- The main hypothesis was the importance of the economic (functional-activity) and perceptual components that are based on the findings of the research which ultimately have been ranked in the Tukey’s test table based on the importance of ranking. The ten components in the second column of the components are the most important and the three components in the first column are less important components and two common components are in the first and second columns. The results showed that the economic component (performance-activity) was the most important of all with an average value of 2.61. Within the perceptual components; the historical-cultural component with an average value of 2.55 ranked after the economic component (first rank) and social component (second) as the third important component and the average value of social component was obtained 2.55, so it can be said that the hypothesis was confirmed. According to the results, to have a sustainable perspective for the future, all these components should be considered more prominently in the plans and projects than in the past. While the same research has already not been done on landscape identity in villages, then this research can be the beginning of development and applied research in rural regions.

Purpose: Evaluation of zoonotic diseases have existed since the beginning of human life on earth, but in recent decades it has become much more important. Today, zoonotic diseases not only important in health area, but also in international economics and politics are also special place are important. the main objective of the present article is to assess the impact of the physical quality livestock building on the development of human and animal health in rural areas. Methodology: In this regard, a survey method has been used. After applying the Cochran formula, 382 questionnaires were prepared in the form of a form and a questionnaire. case study is rural regions of Firouzeh county. For measure the research hypotheses, Binomial test and Linear Regression and TOPSIS has been used. Therefore, the research method is descriptive and analytical. Results: Binomial test results show that the villages are unfavorable in terms of physical quality of livestock buildings. Linear regression results show that increased physical quality of livestock buildings has a direct impact on the development of livestock and human health. Also according to TOPSIS, Taghiabad village, Nayerabad and Shorab are ranked first to third in terms of the high quality of livestock buildings. Practical solutions: Provide trifle and long term loans to ranchers, making changes to the old buildings keeping the livestock according to the quality standards of the livestock building, having a regular program for washing and cleaning the livestock building, more systematic monitoring of health centers by collecting livestock excrements and preventing the accumulation of waste at public passages are suggestions that can help improve the quality of livestock building and human health. Significance of the Study: Regarding the approach to physical quality and its impact on the development of human health and livestock in rural areas and in terms of the area studied, this research has been the first research on the health of animals and humans in rural areas (Firouzeh villages).