درخت حوزه‌های تخصصی

Purpose- Rural-Local Marketing is a significant knowledge that has been associated with agricultural marketing, so the purpose of this concept is to separate the marketing of agricultural products and its lexical depth with a concept beyond the value chain in agriculture. Therefore, the event of rural-local marketing is not involved in production and supply and seeks to discover the dominant spatial patterns on distribution of rural products. Design/Method/Approach- According to this approach, 230 scientific sources (as a sample society) have been examined from the English language sources continuously and focusing on rural-local marketing. From the evaluation of the obtained research sources, a description of the literature in the field of rural-local marketing was presented, and then the communication between rural settlements among these societies with the suburbs and the center with the periphery was explored. Among the set of sources, 22 scientific concepts with the highest frequency were obtained, which were extracted and categorized by the statistical method of confirmatory factor analysis, including: rural marketing, local marketing, spatial model, network model, and integration. In the next steps, the content of all 230 scientific sources was measured with five factors, which tells the distribution learner of time periods and their spatial distribution. Findings- In abstracting the extracted concepts from the research, the details of ten-year and annual time periods, their spatial distribution on the scale of continents and countries have been dealt with in detail and can be identified by drawing the indicator spectrum on the world map, then the mentioned concepts which extracted from scientific sources were criticized and interpreted. In this regard, the leading countries in the field of rural-local marketing include India, the United States, England, and China, and in the next stage, Iran. One of the emphasis of this common study was the Integrated Marketing Communication (IMC).

Purpose- the present study was conducted with the aim of evaluating and measuring the realization of creative village indicators in Nair County, to provide grounds for creative class of rural community, audience and consumers of creative products outside the village environment by relying on ecological lifestyle processes. Design/methodology/approach- the present theoretical study is conducted with applied purposes using the descriptive-analytical method. The statistical population of the study is 33 villages in Nair County with more than 50 households, having a total of 2937 households. The sample size was estimated to be 340 people based on Cochran's formula. Distribution of the number of samples in the villages is determined in ratio with their population. In order to examine the subject in six dimensions of flexibility, innovation, promotion, risk taking, leadership and participation, 43 indexers were used in a combined manner, based on the studies of other researchers. The face validity of the questionnaire was confirmed by the panel of experts and specialists in this field and the reliability coefficient was calculated for the questionnaire at 0.723. Also, the opinions of 30 experts and specialists were used to give weight to indicators and indexers of the creative village through Swara weighting technique during two stages. The results show that, the average indices of creative village are not in a favorable situation. Findings- the results of single sample t-test indicated that, the total average of the creative village indicator was 2.993 and rural creativity in the study area is at a weak level and is vulnerable. The results of CODAS technique from the leveling of 33 villages showed that, 2 villages are at the optimal level and 17 villages are at the weak level. Among them, the villages of Golestan and Saqqechi were in the highest level and the villages of Qare Tape and Meymand were in the lowest level of creativity. Originality/value- In the present study, the rural creativity was examined from the viewpoints of both local community and experts using various techniques. And through several referring to experts and specialists, the importance of each index and their prioritization were checked and their accuracy was ensured. Also, most of the conducted studies have examined rural creativity in the field of tourism, while the present study has investigated rural creativity and its realization in general and in all fields.

Purpose - This study, reviewing the literature in rural tourism development, has extracted factors affecting tourism development in rural areas . Design/methodology/approach - Using five approaches in rural tourism development and using a systematic review, this study has extracted factors affecting tourism development in rural areas; Therefore, the researcher studied the existing research in this field and finally 33 articles were selected that were appropriate to the purpose of the research. Finding - Factors of tourism development in rural areas fall into four categories: economic, managerial, socio-cultural and attractions. Regarding the economic factors, investing in the region and the region's willingness to invest were more important. Regarding cultural-social factors, much attention has been paid to issues such as villagers' participation, security in the village, the spirit of hospitality and education to the villagers in tourism. Planning and attention by the government, as well as efficient local management, are key factors in management, and about attractions, natural attractions such as natural landscapes, communication attractions such as proximity to cities and having access to roads and Communication and welfare attractions such as having accommodation facilities have been very prominent. Research limitations/implications - Carrying out further studies to classify the factors affecting tourism according to the climatic and cultural diversity of the villages. Weighting of extracted factors and planning on factors that have more weight and conducting studies by providing operational solutions for tourism development are needed. Unable to read some articles because of lack of full text. Practical implications - All economic, managerial, socio-cultural factors and attractions are essential in achieving tourism development with just slight defferent in impact weight. Therefore, it is necessary to have a comprehensive view of all factors in order to policy in rural tourism. The present study also showed the need for research to provide solutions for tourism development; Therefore, considering the community-based, economic, geographical and sustainable development approaches, it is necessary to provide solutions for the development of rural tourism with a comprehensive view of all factors. Originality / value - The novelty of the article is the use of systematic review method, which has received less attention from researchers in this field. The results of this research will be used among three bodies: scientific and elite, social and popular, organizational and managerial.

Purpose- Owramanat County in Kermanshah province with 14 tourism regions, is one of the best tourist destinations of Kermanshah province, in which the tourism activists have faced challenges during the period of the outbreak of the Covid-19 pandemic. The purpose of the present study is to evaluate and analyze the resilience of rural tourism and identify the key drivers affecting it in the face of Covid-19 pandemic in Owramanat County. Design/methodology/approach- the present applied, quantitative study has been conducted with a combined approach (combination of descriptive-analytical and exploratory methods). The questionnaire method was used for data collection and its validity and reliability have been confirmed by observing scientific principles. In order to achieve the purposes of the study, the opinions of 150 people from the local community active in the field of tourism were used to evaluate the resilience, and the opinions of 30 experts were used to identify the primary factors affecting the resilience and also the views of 25 experts were taken into consideration in order to identify the key drivers affecting the resilience of rural tourism. The SPSS and MICMAC software were used to analyze the collected data. Findings- The research findings showed that, the average of four variables including local government budget, environmental knowledge, community welfare, and social support system as the main components of the resilience of rural tourism were 1.757, 2.358, 1.808, and 2.295 respectively and have been significantly lower than the base average. The overall assessment results showed that the calculated average with a value of 2.014 has been significantly lower than the medium level. The results also showed that, among 17 factors affecting the resilience of tourism, 5 factors of government financial support, financial capital, sanitary equipment, infrastructural facilities and disease control are the most effective key drivers on resilience. Originality/ value- Evaluation and analysis of the resilience of rural tourism in the face of Covid-19 pandemic with an approach of presenting the key indicators and variables in this field and also identification of key drivers affecting the resilience of rural tourism have received less attention from researchers and this proves the originality of the present study.