Analysis of the effecting factors on the sustainable development model of ecotourism with a rural entrepreneurship approach in Kohgiluyeh & BoyerAhmad province

A B S T R A C T
A transformation method that has attracted entrepreneurs' attention in local economies is the rural ecotourism industry, which requires determining the factors affecting the appropriate model for its sustainable development. The present study is applied in terms of purpose and descriptive-analytical-exploratory in terms of method. Data collection was carried out using documentary and field methods. The statistical population was all local managers and experts in entrepreneurship/ecotourism in Kohgiluyeh-Boyrahmad province in 2024, from which 100 samples were selected using stratified sampling. The research tool was a researcher-made questionnaire. Structural equations showed that content, behavioral and structural factors (p<0.05), and contextual factors (p<0.01) have a significant effect on the development of entrepreneurial-oriented ecotourism. The path coefficients indicated that the most effective factors in the development of entrepreneurial ecotourism include contextual factors (t=2.85), content and behavioral factors (t=2.56), and structural factors (t=2.01). In addition, villages can act as an effective strategy for the development of their economic (t=2.26), institutional and legal (t=2.22), socio-cultural (t=2.25), infrastructure-service (t=2.04), and bio-natural resources (t=4.24), and by combining ecotourism and entrepreneurship, they can contribute to sustainable local development and positive interaction between local communities and tourists. One of the innovative aspects of the present study is the determination of contextual, content, behavioral, and structural causal factors. The suggested solutions for implementing the model include: promoting ecotourism and appropriate marketing through financial and economic support, developing local partnerships and improving the regional economy, creating communication networks between rural entrepreneurs, and paying attention to environmental compatibility
Extended Abstract
Introduction
Today, the challenges arising from the capitalist economy in terms of environmental destruction, unemployment, excessive use of resources, and marginalization of local economies have provided the basis for attention to new bio-economic patterns in rural areas. One of the methods of change and transformation that has attracted the attention of entrepreneurs in local economies is the rural ecotourism industry, which requires identifying and determining the factors affecting the appropriate model for its sustainable development. This is an issue that this work attempts to address.
 
Methodology
The present study is applied in terms of purpose and descriptive-analytical and exploratory in terms of method. Data collection was also carried out in two documentary and field (survey) methods using interviews, questionnaires, and observation. The statistical population included all local managers and experts in entrepreneurship and ecotourism in Kohgiluyeh and Boyer-Ahmad provinces, from which 100 people were selected by random sampling. The research tool was a researcher-made questionnaire consisting of 156 questions about the factors affecting the sustainable development of ecotourism with a rural entrepreneurship approach. In addition, structural equations with the partial least squares method were used to analyze the data and explain the structural model of rural entrepreneurship ecotourism development.
 
Results and discussion
The aim of the present study is to analyze the factors affecting the sustainable development model of ecotourism with a rural entrepreneurship approach in Kohgiluyeh and Boyer-Ahmad provinces. The results showed that content, behavioral, and structural factors at a 95% confidence level (t<1.96) and contextual factors at a 99% confidence level (t<2.58) have a significant effect on the development of entrepreneurial-oriented ecotourism. Considering the path coefficients, it can be said that the effect of contextual factors in the first order (t=2.85), content and behavioral factors in the second order (t=2.56), and structural factors in the third order (t=2.01) are effective on the development of entrepreneurial-oriented ecotourism. In addition, the results indicate that villages can act as an effective strategy for their economic (t=2.26), institutional and legal (t=2.22), socio-cultural (t=2.25), infrastructure-service (t=2.04), and bio-natural resources (t=4.24) development by developing entrepreneurship-based ecotourism. By combining ecotourism (focusing on natural, cultural, and historical attractions) and entrepreneurship (creating innovative and sustainable businesses), they can contribute to sustainable local development and positive interaction between local communities and tourists.
The results showed that environmental, behavioral and structural factors have a significant effect on ecotourism development at a 95% confidence level and contextual factors have a significant effect at a 99% confidence level. Considering the path coefficients, it can be said that the effect of contextual factors in the first order, environmental and behavioral factors in the second order, and structural factors in the third order is effective on the development of entrepreneurial-oriented ecotourism. The existence of numerous plant species including medicinal, edible, industrial, etc., the existence of indigenous knowledge of the elderly and the transfer of this valuable treasure to the next generations, in addition, the appropriate climate comfort indices of the weather and climate of the villages of Kohgiluyeh and Boyer-Ahmad provinces for more than 7 months of the year, as well as the development of entrepreneurial-oriented ecotourism market infrastructure provide suitable conditions for the development of entrepreneurial-oriented ecotourism. In addition, the research findings showed that among the environmental and behavioral factors, the existence of intra-organizational and stakeholder communications and coordination, the existence of a creative and innovative atmosphere, and an entrepreneurial ecotourism culture in rural areas, and networking between entrepreneurs, ecotourists, and residents of rural areas have had the greatest impact on the development of entrepreneurial ecotourism. Other studies have also shown that Kohgiluyeh and Boyer-Ahmad provinces are at an average level in educational development indicators in urban and rural areas, and proximity to the provincial center shows a superior ranking, which leads to sustainable human development. Also, the research findings showed that among the structural factors, the degree of improvement of the macroeconomic and social environment, the degree of promotion of institutional factors (government, public sector, and market), and networking and institutional, strategic, financial, and communication links have had the greatest impact on the development of entrepreneurial ecotourism.
 
Conclusion
Ecotourism development planning, which is one of the most complex components and the source of global laws, is basically one of the most important economic, occupational, and social development programs and increasing the general welfare of the people in any country, which requires the formation of a local structure in ecotourism-related activities, which is known in the world as entrepreneurship-based ecotourism; In general, considering the results of the research and also considering the importance of paying attention to the values, norms, and characteristics of the socio-economic and political system of each society in order to design rural development planning models towards social, economic sustainability and the process of sustainable development, paying attention to structural factors in the process of carrying out and practicing planning helps sustainable development, and considering the key importance of the role of entrepreneurship-based ecotourism development in society, it requires that the path of growth and dynamism of such businesses can be continued; Therefore, the strategy of developing entrepreneurial culture is mentioned as an element of growth and development from various economic, cultural, social, and political dimensions. In summary, it can be said that a model that is creative and innovative, networked, efficient, and based on advanced local knowledge, resources, and technology in its functional, economic, social, structural, cultural, and environmental dimensions can provide a sustainable model for this province. As a result, the villages of the province can act as an effective strategy for economic development, job creation, and preservation of their culture and natural resources by developing entrepreneurship-based ecotourism. This approach, by combining ecotourism (focusing on natural, cultural, and historical attractions) and entrepreneurship (creating innovative and sustainable businesses), can contribute to sustainable development.
 
 
Funding
This article is derived from a doctoral dissertation titled "Explaining the sustainable development model of ecotourism with a rural entrepreneurship approach in Kohgiluyeh and Boyer-Ahmad provinces" which was conducted in the Geography Department of Payam Noor University.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgements
We are grateful to all the scientific consultants of this paper.