مطالب

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.