درخت حوزه‌های تخصصی

Purpose:  In recent years, it has become more necessary to seek and apply new strategies to strengthen the foundations and diversification of economic activities in rural areas. Accordingly, in the context of the new theories of sustainable development, one of the approaches that is of great importance for the growth and sustainability of businesses in today's complex environments is branding. Therefore, the main purpose of this study was to identify businesses with branding potential in Turkmen Sahara of Golestan province in Iran. The overwhelming limitations of product marketing are supporting the declining revenues of traditional sources in dealing with competitive markets as well as trying to expand, making available and identifying regional products with a branding approach Design/methodology/approach: In this study, we first identified and localized the branding indices and then identified the brand-liable products in the region using the Additive Ratio Assessment (ARAS) method in multi-criteria decision making. Findings: The results showed that among the indicators of brand products in rural areas, satisfaction index with weight of 0.095 was put in the first place followed by adaptability with weight of 0.091, quality-orientation approach with a weight of 0.086 and valuable with a weight of 0.081. Also, among the common businesses and products in the region, cotton cultivation with a coefficient of 0.971 was the first priority followed by carpet weaving with a coefficient of 0.966, traditional foods with a coefficient of 0.952, Turkmen horse breeding with a coefficient of 0.943 and eco-tourism with a coefficient of 0.924 for planning the branding of products and services based on Brand Explanatory Indexes and using ARAS method. Practical implications: The study provides a perspective on the process of branding products and services in rural areas. Originality/value:  This paper makes two major contributions: first, the introduction of branding indicators for rural businesses, and second, applying decision making models in the process of branding products and services with brand potential in rural studies.

Purpose- The present study aims at examining the adaptability of physical features to feeling of security among the residents of the rural area of Toos. The achievements are supposed to be used in quality improvement of rural guidance plans in line with increasing security potentials of rural areas. Design/methodology/approach- The methodology of this study is correlative, and data collection was performed through library and field studies. The extracted physical indices were obtained from the studies and rural guidance maps, while feeling of security index was obtained through 386 researcher-made questionnaires filled by the residents of 13 villages in the countryside of Mashhad in Toos rural area. The validity of the questionnaires was confirmed through an expert board and their reliability in the security feeling variable was confirmed by Cronbach alpha 0.8. SPSS software was used for data analysis. Finding- The findings of the study indicated a significant negative correlation between many of the form and morphology indices of feeling of security. The correlation between the size of the village and feeling of security is significant and equals to -0.804. Moreover, a significant inverse correlation was found between population density and feeling of security which was equal to 0.592. Among the functional status indices, we can refer to an inverse moderate correlation between the distribution of services and the scale of land uses. Accessibility index indicates a strong inverse relationship of impenetrability (with correlation coefficient of 0.670) and the design of dead-end and narrow streets with feeling of security. Research limitations/implications- The limitation of this study includes the bureaucracy of the administrative network, lack of official data and the time-consuming data collection. Practical implications- Generally, the confirmation of the strong relationship among most of the variables indicates that it is required to develop principles of secured places and to give more consideration to the physical security in rural guidance plans, which are the most important related documents in the country. Originality/value- The relationship between them has been ignored in rural areas in spite of the extended volume of rural guidance plans based on their physical context, as well as insecurity of the rural areas at the urban fringe.