Qualitative-quantitative analysis of the relationship between regional advantages in rural tourism entrepreneurship and effective factors in rural tourism entrepreneurship (Case Study: Target and Destination Villages in Ardabil Province)

Abstract

Aim: This research aims to qualitatively-quantitatively analyze the relationship between regional advantages and effective factors in rural tourism entrepreneurship.Material & Method: To explain the effective regional advantages in rural tourism ‎entrepreneurship, firstly, the analyzed indicators were collected using ‎theoretical references from various sources, and a qualitative interview ‎method was used to analyze the effective factors in rural tourism ‎entrepreneurship. Then, the overall results obtained from both steps of the ‎qualitative method were coded for analysis in the quantitative part, ‎using the structural equation model by Smart PLS software, were ‎analyzed.‎Finding: In the variable of effective factors in rural tourism entrepreneurship, in the ‎institutional dimension, the factor of easy access to institutions and ‎cooperatives supporting entrepreneurial activities, and in the social ‎dimension, the factor of not having stress in difficult situations showed the ‎highest level of influence. In the variable of regional advantages ‎effective in rural tourism entrepreneurship, in the political-legal dimension, ‎the factor of the existence of government incentives for entrepreneurs in ‎line with rural entrepreneurship, and in the infrastructural dimension, the ‎factor of access to the gasoline and fuel distribution point, showed the ‎highest level of influence. ‎Conclusion: The research results show that the relationship between regional advantages and effective factors in rural tourism entrepreneurship is confirmed with a value of 4.39.Innovation: Based on the background of the studies, efforts were made to fill the research gap. Several unique approaches were made to better understand rural tourism entrepreneurship. However, a mixed method (qualitative-quantitative) was used to select the most suitable model to investigate this relationship by evaluating different points of view. The findings of this study will be useful in future planning.

Keywords

• rural tourism
• regional advantage
• entrepreneurship
• ardabil county