درخت حوزه‌های تخصصی

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- Development of the tourism industry in a proper way, followed by the promotion of tourism entrepreneurship, calls for adequate knowledge and understanding of the barriers and problems in this matter. In this regard, the present study tried to evaluate the barriers to the development of tourism entrepreneurship in tourism target villages of Chaldoran County. Design/methodology/approach- The current study is descriptive-analytical in terms of nature and method, and applied according to its objectives. The statistical population in this study includes people living in villages targeted for tourism. To study this population, 212 questionnaires were arranged based on the modified Cochran's formula. Information and data were collected in 2018 using library and field studies (observation and completion of a questionnaire). After collecting information through questionnaires using simple random sampling, the data obtained after coding were analyzed by SPSS and Amos softwares applying descriptive and analytical statistical approaches. Findings- The results showed that all the studied factors were effective in the failure of tourism entrepreneurship. Nevertheless, social barriers with a correlation coefficient of 1, physical and economic barriers with a coefficient of 0.91 had the greatest impact on barriers to tourism entrepreneurship in tourism target villages. Practical implications- Rural tourism entrepreneurship, regarding the natural and cultural capacities in the villages, can play an important role in revitalizing the villages, creating employment and income for the people, protecting the natural, historical and cultural heritage, and finally providing integrated and sustainable rural development, because rural tourism is one of the types of tourism whose sustainable form in various economic, social and environmental dimensions, paves the way for achieving sustainable development of local communities.