درخت حوزه‌های تخصصی

Purpose- Ecotourism is a foundation of sustainable development of societies and a way for conserving natural landscapes and reservoirs. In this regard, rural tourism, especially rural ecotourism, is a sort of tourism that can be highly effective in the revival of villages considering the natural and cultural capacities of these areas. So, this research analyzes the infrastructure for the development of rural ecotourism in Ardabil province, Iran. Design/methodology/approach - The research is an applied study in goal and an analytical study in nature. The research realm includes 311 villages with a population of over 500 people in Ardabil province. The research adopted the TOPSIS model. The criteria used to measure the ecotourism potential included healthcare, transportation infrastructure, business and services, information technology, energy, and cultural, sports, and religious infrastructure. Weights were assigned by experts to the criteria based on their importance. Finding- The results showed that the villages with the highest potential for the development of rural ecotourism in the counties of Ardabil, Bileh Savar, Parsabad, Khalkhal, Sareyn, Kowsar, Germi, Meshgin Shahr, Nir, and Namin included Somarin, Gug Tappeh, Shahrak-e Gharbi, Shal, Ardi Musa, Zarjabad, Qarah Aghaj-e Pain, Alni, Virseq, and Anbaran-e Olya. In this regard, the village of Anbaran-e Olya in Namin exhibits the best performance across the province with a CL score of 1. Out of all studied villages, 86 percent were placed in the moderate and low category, 2 percent in the very high category, 8 percent in the high category, and 4 percent in the very low category. Research limitations/implications - The main limitation of the research is the lack of access to up-to-date information. Practical implications - Given the results, it is recommended to invest in villages that have the potential for ecotourism, thereby contributing to attracting tourists and converting them into rural tourism hubs. Originality/value - The analysis of the potential of Ardabil province, which is a tourist destination, for the development of rural ecotourism can help identify touristy villages to focus on their prosperity.

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).