Structural – interpretative modeling in the design of organic agricultural tourism pattern in rural branding
نویسندگان
1 Associate Professor, Faculty of Entrepreneurship, University of Tehran , Iran
2 Assistant Professor of Business Administration - Marketing , Islamic Azad University , chalus
3 Department of Industrial Management , Chalous Branch, Islamic Azad University, Chalous, Iran.
4 Ph.D student of Entrepreneurship, Chalous Azad University, Iran
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چکیده
Purpose: the purpose of this research is to design an organic agricultural tourism model in rural branding.Method: the research method is exploratory with a qualitative approach in nature. In order to collect data and identify factors, content analysis and review of related texts, as well as interviews with selected experts, were used in non-random method and snowball technique to achieve theoretical saturation.Findings: a structured matrix questionnaire was developed to determine the relationships between developed indicators. The data obtained from the questionnaire was analyzed using structural-interpretive modeling and drawn in three levels in an interactive network, which resulted in the highest level of institutional factors. Also, the degree of influence and the degree of dependence of these factors on each other were investigated in the influence-dependence matrix.Conclusion: the index of institutional factors and competitiveness factors in the influence-dependence matrix strength in the dependent area means the highest degree of dependence and the least influence, and promotion and development factors, intellectual infrastructure, physical-framework infrastructure, rural branding in the connected area means the greatest influence strength and are of the most interdependence.
