شناسایی و تبیین عوامل موثر بر توسعه کارآفرینی روستایی با تاکید بر بومگردی و اولویت بندی آنها به روش AHP فازی (مطالعه موردی بخش سیلوانا، شهرستان ارومیه)

Introduction

Rural communities face many economic, social, and environmental challenges. Training and promotion of entrepreneurship are effective strategies for reducing unemployment migration and increasing productivity and sustainable development. In Iran, the rural population has decreased, and the villages face economic stagnation, unemployment, and migration. Entrepreneurship can reduce these problems by improving the economic and social conditions of the villagers. Also, tourism, especially ecotourism, plays an important role in economic development and reducing poverty. According to the statistics of the World Tourism Organization (UNWTO), tourism creates about 220 million jobs in the world. It means that out of every 10 new jobs, one job is related to this field. For 83% of developing countries, tourism is the most important export and source of foreign exchange income. This sector constitutes 6.9% of global GDP and is the third largest service trade in the world. West Azerbaijan province, especially Urmia and Silvana region, is a unique region in terms of nature, which has a high capacity to attract tourists. The question here is:

-Which factors have prevented the creation of such conditions for the residents of this region?

-Secondly, which factors can lead to the development of rural entrepreneurship by attracting tourists?

Moreover, forming ecotourism colonies in the villages of this region. In research, researchers identified factors such as infrastructure development, local people's attitude, destination marketing, government support, private sector participation, education and awareness, and willingness to take risks. Therefore, this research conducted a comprehensive and deep investigation of all the effective factors from different dimensions and their prioritization so that the officials could make more detailed plans.



Methodology

This research, with a practical aim and an exploratory approach, has studied the current situation of the Silvana region in Urmia. The statistical population includes 15 region experts who were selected through snowball sampling. First, the meta-analysis method identified primary factors through library studies and documents. Then, new factors were identified using the thematic analysis method through in-depth interviews with experts. Finally, a questionnaire with 3 criteria and 43 sub-criteria was prepared, and a survey was conducted. The Fuzzy AHP method with Chang's approach was used to determine the weight of criteria and sub-criteria, combining the hierarchical analysis process and fuzzy logic in the face of uncertainties.



Results and discussion

According to the findings, the most important influential factor in the rural entrepreneurship model with an emphasis on tourism was the government, with an impact of 69%, then the native people, with an impact of 27%, and finally, investors, with an impact of 3%. Also, based on the findings of this research, among the factors related to the government and governance, the factor of "creating health and treatment service centers" is considered the most important. Among the factors related to the native people, "hospitality of the native community and warm and friendly behavior and welcome of tourists" is one of the most important factors of the rural entrepreneurship model with an emphasis on tourism. On the other hand, among the factors related to investors, "investment to create a strong processing center for agricultural products" was identified as one of the most important factors. The findings showed that among the factors affecting rural entrepreneurship with an emphasis on ecotourism in the Silvana, the government plays the most important role by providing the necessary hardware and software infrastructure. The area's local people, through hospitality, cooperation, and preservation of customs, play an important role. Finally, investors can be effective through advertising and promotional activities, entrepreneurial economic activities, and recreational sports activities.



Conclusion

Based on this article's findings, it is suggested that the government should provide suitable infrastructure for the private sector to enter for investment, including the creation of quality and safe transportation roads, well-equipped and sufficient health and medical centers, the creation of Parks and public transportation terminals in the region. Providing the necessary training for culture, building and promoting the awareness of the local people about the benefits of tourism and familiarizing them with the way of entrepreneurship, creating security, advertising, and providing the necessary facilities by the district administration and municipality to attract domestic and foreign investors. On the other hand, without the cooperation of the native people of the region, no infrastructure will be successful in the development of rural entrepreneurship. People should actively participate in creating ecotourism fields and training courses. Also, maintaining adherence to local coverage and development of rural arts and crafts, offering them in rural bazaars and regional markets weeks, and creating content in virtual space can be one of the leverage factors to attract tourists. Finally, the presence of investors in the field of tourism can attract more tourists or make potential tourists more familiar with this beautiful and unique region, along with the natural attractions of the Silvana region.