درخت حوزه‌های تخصصی

Purpose- Rural-Local Marketing is a significant knowledge that has been associated with agricultural marketing, so the purpose of this concept is to separate the marketing of agricultural products and its lexical depth with a concept beyond the value chain in agriculture. Therefore, the event of rural-local marketing is not involved in production and supply and seeks to discover the dominant spatial patterns on distribution of rural products. Design/Method/Approach- According to this approach, 230 scientific sources (as a sample society) have been examined from the English language sources continuously and focusing on rural-local marketing. From the evaluation of the obtained research sources, a description of the literature in the field of rural-local marketing was presented, and then the communication between rural settlements among these societies with the suburbs and the center with the periphery was explored. Among the set of sources, 22 scientific concepts with the highest frequency were obtained, which were extracted and categorized by the statistical method of confirmatory factor analysis, including: rural marketing, local marketing, spatial model, network model, and integration. In the next steps, the content of all 230 scientific sources was measured with five factors, which tells the distribution learner of time periods and their spatial distribution. Findings- In abstracting the extracted concepts from the research, the details of ten-year and annual time periods, their spatial distribution on the scale of continents and countries have been dealt with in detail and can be identified by drawing the indicator spectrum on the world map, then the mentioned concepts which extracted from scientific sources were criticized and interpreted. In this regard, the leading countries in the field of rural-local marketing include India, the United States, England, and China, and in the next stage, Iran. One of the emphasis of this common study was the Integrated Marketing Communication (IMC).

The present study is an attempt to evaluate and analyze the socio-cultural impacts of tourism in Shahmirzad town from the perspective of its residents. This research is applied in terms of objectives and is considered to be a survey in terms of nature and methodology. In the present study, questionnaire is used as an instrument for data collection. The population of the study consisted of people aged above 18 years residing in Shahmirzad town. Simple random sampling was used to select 200 samples from the population. The hypothesis testing results showed that tourism is associated with both positive and negative Socio-cultural impacts in this town. The relationship between these variables turned out to be significant (p=99%). According to the respondents, the mean score of positive and negative social impacts of tourism as well as the mean score of positive and negative cultural impacts of tourism are about 27.17, 31.61 16.81, and 16.21 respectively. According to the results, the negative social impacts of tourism and the negative cultural impacts of tourism account for the highest and lowest average scores respectively. The results show that men, as compared to women, have more negative attitudes towards cultural impacts of tourism. The results also showed that there is a negative correlation between the education level of respondents and their negative attitudes towards cultural impacts of tourism. There was no significant relationship between respondents' age, income and their attitude towards positive and negative social impacts as well as the positive and negative cultural impacts of tourism.