یزدان شیرمحمدی

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.

The circular economy offers a disruptive transition from the traditional linear economy through the lens of resource efficiency, waste reduction, and natural system restoration via closed-loop operations. This research presents evidence of the influence of environmental consciousness, perceived value, and moral disposition on the ethical buying intentions and behavior of European tourists in Tehran in the context of the circular business model (CBM). Furthermore, the role of individual characteristics in the interactions between them is determined. The study used an applied, descriptive-correlational design. Data collection was done through structured questionnaires, and data analysis was done via SPSS 26, AMOS 25, and PLS-SEM. The results show that awareness, value, and attitude significantly affect purchasing intent, and purchasing intent is a strong predictor of actual behavior. The study adds to the argument for sustainable tourism in the literature by recognizing the psychological aspects of ethical consumption in the context of the circular economy. To this end, it provides practical implications for tourism managers interested in designing and implementing more consumer-centric circular approaches. However, due to the use of a limited, local, and self-reported sample, the results should be interpreted with caution and generalizability should be considered.

The impact of social media and cyberspace in promoting tourism destinations, especially when businesses are heavily affected by management Information system (MIS), is undeniable. The primary purpose of this study is to investigate the effect of Virtual reality (VR) alongside Social Media Marketing Activities (SMMAs) through the state flow, subjective well-being, and continued use in future visits. Data were collected from a total number of 384 visitors through a non-probability convenience sampling method. In this study, the use of SMMAs in the context of MIS has been investigated. The results showed that VR and MIS are essential digital marketing instruments. Also, VR under the action of MIS play an essential role in revisiting tourist destinations.

Mystical tourism could have a significant role in the development of tourism industry. It is also possible to achieve a significant contribution by investing in the pristine sector of mystical tourism and create an authentic Iranian mystical cultural space. Considering the characteristic of a mystical tourist, which is generally spiritual and cognitive issues, gaining inner peace and the meaning of existence, it should be taken into consideration in branding a mystical destination. For this reason, this research tries to investigate The effect of visiting the mystical destination brand on love and fascination with the destination brand. In addition, the cultural destination of tourism can be created with a strong relationship between tourism and culture. Attarnishaburi tomb is one of the potential tourist areas that has the ability to attract tourists at the national and international level with unique historical, cultural, and religious features. The current research was conducted on the people who visited the tomb of Atar Neishaburi in the winter of 1400. Among the current population, 348 people were selected as a research sample based on Cochran's formula with the available sampling method. Statistical calculations were performed by SPSS and Amos software, and the structural equation modeling method was used to check the conceptual model of the research. The findings of the research indicate that brand awareness in mystical tourism according to the criteria of expectation from the brand, consumer brand allocation, secrets, sensitivity to the brand, intimacy and interest in the brand, respect for the brand, in terms of the fit of the tourist with The destination brand creates a positive and meaningful impact. The presence of an important relationship between tourists and the brand, with enjoyable experiences gained from the brand, creates more trust in the brand. The experiences created in connection with the brand can have potential positive effects on trust and satisfaction with the brand. One of the most important tasks of brand managers is to understand a set of associations around the brand because it can be valuable in the brand.