مجتبی اشرفی سلطان احمدی

Entrepreneurship serves as a pivotal solution to address the economic challenges faced by nations. Given the positive impacts of tourism activities in rural areas, experts recognize it as a cultural instrument for fostering entrepreneurship in villages. This study aims to develop a strategic entrepreneurship model for the rural tourism industry through a cultural lens. Employing a mixed-methods approach (qualitative and quantitative) with grounded theory, the research gathered quantitative data from a statistical population of 384 participants, while qualitative insights were derived from 20 semi-structured interviews. Data analysis utilized SPSS25 for structural exploration and AMOS for composite reliability (CR) assessment via structural equation modeling. Key findings identified causal factors (e.g., value creation in rural tourism, effective rural tourism promotion, risk-taking, self-efficacy, and innovation among villagers and farmers), contextual factors (e.g., cultural interactions, awareness of cultural heritage, cultural development, and cultural education), intervening factors (e.g., environmental-regional infrastructure, social dynamics, and motivational drivers), and strategic pillars (e.g., essential R&D, organizational support, and management planning). The implementation of these strategies yielded outcomes such as rural income diversification, enhanced competitiveness of small businesses, employment generation, and increased productivity and revenue growth. This study concludes that a culturally informed approach to rural tourism entrepreneurship offers a novel strategy for rural economic development, effectively diversifying income sources and fostering sustainable progress.

Tourism has evolved into a global industry that drives economic growth, job creation, and infrastructure development. To remain inclusive, this sector must address the needs of diverse groups—particularly individuals with disabilities. Globally, around ten percent of the population lives with some form of disability, representing a significant market segment that is frequently underserved. In Iran, accessibility in tourism services for people with disabilities holds considerable importance. The city of Hamedan, with its rich history and cultural heritage, possesses strong potential for attracting tourists; however, it still faces challenges in providing accessible services. This study examines the impact of service quality on brand love in urban tourism, focusing on the experiences of tourists with disabilities in Hamedan. The dimensions investigated include accessibility, safety, customer perception, and tangible service elements. Using structural equation modeling (SEM), data gathered from tourists with disabilities were analyzed to assess how service quality influences their satisfaction, brand love, and loyalty. The findings indicate that all dimensions of service quality significantly affect tourist satisfaction and emotional attachment to brands. Accessibility and tangibles—such as infrastructure and cleanliness—were particularly influential. Enhanced service quality leads to stronger brand love and customer loyalty, ultimately encouraging positive word-of-mouth promotion.The study underscores the importance of designing inclusive services in urban tourism. By prioritizing accessibility and safety, destinations such as Hamedan can strengthen their brand identity, foster emotional engagement, and attract loyal tourists.