Volume 10, Issue 2 (12-2023)
J Entrepreneurial Strategies Agric 2023, 10(2): 161-176 |
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Shirmohammadi Y. (2023). The effects of Psycho-Social Factors on Trust in the Brand of Tourism Target Villages in Khuzestan Province with an Emphasis on Social Media. J Entrepreneurial Strategies Agric. 10(2), 161-176. doi:10.61186/jea.10.20.151
URL: http://jea.sanru.ac.ir/article-1-352-en.html
URL: http://jea.sanru.ac.ir/article-1-352-en.html
Department of Business Management, Payam Noor University, Tehran, Iran
Abstract: (1894 Views)
Extended Abstract
Background: Agricultural tourism has emerged as one of the most popular sectors within the broader tourism industry. This form of tourism not only enhances the experience of travelers but also serves as a vital catalyst for rural development. The influx of tourists into rural and agricultural areas significantly contributes to economic growth and spatial development, fostering entrepreneurship and local business initiatives. In the contemporary world, agricultural tourism has transformed communication methods and lifestyles for both tourists and local communities. Social media, in particular, plays a crucial role in this transformation by providing a platform for communication and promotion. Rural areas can leverage social media to enhance their visibility and attract tourists, thereby promoting rural tourism effectively. The primary objective of this research is to explore the various factors influencing agricultural tourism in Khuzestan province, Iran. By understanding these factors, the study aims to identify strategies that can enhance the development of agricultural entrepreneurship in these rural areas.
Methods: This research falls under the category of applied research, focusing on practical implications and real-world applications. The data collection method utilized in this study is categorized as quantitative, employing structured questionnaires to gather information. The statistical population consists of tourists visiting the target villages known for agricultural tourism in Khuzestan province. The sampling method used is non-probability convenience sampling, allowing for the collection of data from readily available respondents. To ensure the validity of the research instruments, face validity was established through consultations with research experts in the field. Construct validity of the questionnaire was assessed using factor analysis, while the reliability of the variables was confirmed using Cronbach's alpha coefficient, ensuring that the survey instruments were both valid and reliable.
Results: The findings of this research reveal several key insights into the dynamics of agricultural tourism. One of the most significant results indicates that the sense of perceived mass on the route coefficient has a positive and substantial effect of 26% on the way tourists interact with the brand of tourist villages. This suggests that tourists’ perceptions of the community and its offerings significantly influence their engagement with the brand. Moreover, self-knowledge emerged as another influential variable affecting interactions with the tourism village brand, showcasing a path coefficient of 36%. This indicates that tourists’ understanding of their preferences and motivations plays a crucial role in shaping their experiences and interactions with agricultural tourism brands. The study further highlights that the manner in which tourists interact with villagers has the greatest impact on their intention to travel to rural destinations, with a remarkable path coefficient of 90%. This underscores the importance of personal interactions and relationships in agricultural tourism, emphasizing that meaningful connections with local residents can enhance the overall travel experience. Additionally, identification with the local culture and community has a positive and significant effect on the way tourists interact with villagers, reflected in a path coefficient of 60%. This finding suggests that fostering a sense of belonging and connection to the local culture can enrich tourists’ experiences and encourage deeper engagement with agricultural tourism. Furthermore, the intention of tourists to travel to the target villages in Khuzestan province is positively influenced by their interactions with the tourism brand, with a route coefficient of 88%. This indicates that effective branding and marketing strategies can significantly enhance tourists’ willingness to visit these rural areas, ultimately contributing to the development of agricultural entrepreneurship.
Conclusion: The results of this research underscore the importance of understanding the social and psychological characteristics of tourists in the context of developing rural agricultural entrepreneurship. It is crucial for stakeholders to analyze these characteristics to tailor their marketing strategies effectively. Trust in the agricultural tourism brand and the intention to visit these areas are influenced by the nature of interactions with the destination brand. Moreover, the branding of tourism destination villages is significantly affected by the social and psychological satisfaction of tourists. These variables can provide a solid foundation for the development of rural tourism in the study area. The findings indicate that tourists’ subjective perceptions of themselves have a positive and significant effect on their interactions with the agricultural brands of Khuzestan province. Additionally, the study reveals that the ways in which tourists engage with the brand of rural tourism destinations positively influence their travel intentions. This highlights the critical role of branding in attracting visitors and fostering loyalty among tourists. The research also emphasizes the transformative impact of social media on communication with tourists. In this digital age, it is essential for rural tourism brands to be aware of consumer values, needs, and shared beliefs when crafting their advertisements. Variables such as the sense of perceived mass, self-knowledge, the manner of interacting with villagers, and self-identification should be given special attention in marketing strategies. In conclusion, the development of agricultural tourism in Khuzestan province presents significant opportunities for enhancing rural entrepreneurship. By leveraging social media and understanding tourists' psychological and social characteristics, stakeholders can create compelling tourism experiences that benefit both visitors and local communities. Future research should continue to explore these dynamics, focusing on innovative strategies to promote sustainable agricultural tourism that respects local cultures and fosters economic growth.
Methods: This research falls under the category of applied research, focusing on practical implications and real-world applications. The data collection method utilized in this study is categorized as quantitative, employing structured questionnaires to gather information. The statistical population consists of tourists visiting the target villages known for agricultural tourism in Khuzestan province. The sampling method used is non-probability convenience sampling, allowing for the collection of data from readily available respondents. To ensure the validity of the research instruments, face validity was established through consultations with research experts in the field. Construct validity of the questionnaire was assessed using factor analysis, while the reliability of the variables was confirmed using Cronbach's alpha coefficient, ensuring that the survey instruments were both valid and reliable.
Results: The findings of this research reveal several key insights into the dynamics of agricultural tourism. One of the most significant results indicates that the sense of perceived mass on the route coefficient has a positive and substantial effect of 26% on the way tourists interact with the brand of tourist villages. This suggests that tourists’ perceptions of the community and its offerings significantly influence their engagement with the brand. Moreover, self-knowledge emerged as another influential variable affecting interactions with the tourism village brand, showcasing a path coefficient of 36%. This indicates that tourists’ understanding of their preferences and motivations plays a crucial role in shaping their experiences and interactions with agricultural tourism brands. The study further highlights that the manner in which tourists interact with villagers has the greatest impact on their intention to travel to rural destinations, with a remarkable path coefficient of 90%. This underscores the importance of personal interactions and relationships in agricultural tourism, emphasizing that meaningful connections with local residents can enhance the overall travel experience. Additionally, identification with the local culture and community has a positive and significant effect on the way tourists interact with villagers, reflected in a path coefficient of 60%. This finding suggests that fostering a sense of belonging and connection to the local culture can enrich tourists’ experiences and encourage deeper engagement with agricultural tourism. Furthermore, the intention of tourists to travel to the target villages in Khuzestan province is positively influenced by their interactions with the tourism brand, with a route coefficient of 88%. This indicates that effective branding and marketing strategies can significantly enhance tourists’ willingness to visit these rural areas, ultimately contributing to the development of agricultural entrepreneurship.
Conclusion: The results of this research underscore the importance of understanding the social and psychological characteristics of tourists in the context of developing rural agricultural entrepreneurship. It is crucial for stakeholders to analyze these characteristics to tailor their marketing strategies effectively. Trust in the agricultural tourism brand and the intention to visit these areas are influenced by the nature of interactions with the destination brand. Moreover, the branding of tourism destination villages is significantly affected by the social and psychological satisfaction of tourists. These variables can provide a solid foundation for the development of rural tourism in the study area. The findings indicate that tourists’ subjective perceptions of themselves have a positive and significant effect on their interactions with the agricultural brands of Khuzestan province. Additionally, the study reveals that the ways in which tourists engage with the brand of rural tourism destinations positively influence their travel intentions. This highlights the critical role of branding in attracting visitors and fostering loyalty among tourists. The research also emphasizes the transformative impact of social media on communication with tourists. In this digital age, it is essential for rural tourism brands to be aware of consumer values, needs, and shared beliefs when crafting their advertisements. Variables such as the sense of perceived mass, self-knowledge, the manner of interacting with villagers, and self-identification should be given special attention in marketing strategies. In conclusion, the development of agricultural tourism in Khuzestan province presents significant opportunities for enhancing rural entrepreneurship. By leveraging social media and understanding tourists' psychological and social characteristics, stakeholders can create compelling tourism experiences that benefit both visitors and local communities. Future research should continue to explore these dynamics, focusing on innovative strategies to promote sustainable agricultural tourism that respects local cultures and fosters economic growth.
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