The Effect of Tourism Marketing (Local Mixture and People) on the Development of Rural Entrepreneurship in Rijab Region of Kermanshah Province

Document Type : Research Paper


1 MSc., Department of Entrepreneurship, Faculty of Management and Accounting, University of Sistan and Baluchestan, Zahedan, Iran.

2 Associate Professor, Department of Public Administration, Faculty of Management and Accounting, University of Sistan and Baluchestan, Zahedan, Iran.

3 Assistant Professor, Management and Entrepreneurship Departement, Faculty of Economics and Entrepreneurship, Razi University, Kermanshah, Iran.


Tourism contains dynamic perspectives and the opportunity for the employment and development of rural entrepreneurship that can be highlighted by recognizing mixed marketing factors to recognize and absorb the destination. The purpose of this study is to investigate the impact of tourism marketing (Place and People) on rural entrepreneurship in Rijab, Kermanshah province. This is a survey of experts in this field (travel and rural entrepreneurship) that can be used to travel with your family. This concept provides you with theoretical predictions, research, research and investigation using consulting and decision-making services to allow you to conduct the interview and use financial resources and consulting in this area. After the validation and reliability of the questionnaire, extreme data is gathered purposefully and considering three factors including being responsible, being doable, and being entrepreneurship in tourism industry. SPSS software and Smart PLS were applied to analyze the descriptive and inferential data. Models are fitted by referring to mean root of standardized residual squared root (SRMR), Model Fitting Penalty (EMFT), Normal Fitting Store (NFI) and your root squared covariance matrix (RMS_Theta). The results of data analysis show that location dimension with 51% and people dimension with 52% were effective on rural entrepreneurship development in Rijab region of Kermanshah province.


Main Subjects

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