فهرست مطالب زینب وصال

INTRODUCTIONCurrently, in most developed countries, the development of rural tourism is realized through creating brands for rural tourism destinations because tourism brands pave the way for competition between different service sectors; however, in a broader context, it competes with other tourism destinations for attracting more tourists and investment, and providing better services, employment, etc. In fact, rural tourism is a valuable source of employment and income generation that could be an important tool for socio-economic development of rural communities. Today, rural tourism is an invaluable source of job creation and income generation, which can serve as an important vehicle for social and economic development in rural communities. Thus, the creation of a unified brand for rural tourism and systematic planning of rural managers in the selection of suitable branding projects can prepare the ground for the promotion of sustainability in economic, social, environmental, physical, and structural domains.
METHODOLOGYThis study is an applied one whose data are collected using a descriptive-survey method. The population consists of rural households in Binalood county. According to the most recent data, there were approximately 9263 rural households in Binaloud county. Based on Cochran formula, the sample size was comprised of 166 out of 4663 households, and as table 1.0 shows, the sample households were selected from nine villages including Jagharq, Abardeh-Oliya, Kang, Dehbar, Gorakhk, Abardeh-Sofla, Zoshk Neighborhood, Hesar, Sarasiab, Azghad and Zoshk. Households were the unit of analysis in this study, and the respondents were the units of observation. The required data were obtained using a questionnaire filled out by household members. The questionnaire designed by the authors of the study was the main research tool to collect data and asses the variables. Data processing and analysis were conducted using SPSS software package. For data analysis, descriptive and analytical statistical methods were employed. The validity (i.e., face validity) of data gathering tools was confirmed by experts. The reliability of the questionnaire was assessed using Cronbach's alpha coefficient, which showed the questionnaire was reliable (r=0.78).
DISCUSSIONTo analyze the impact of tourism on social sustainability of rural settlements, the path analysis test was used. The results were analyzed in three stages (outputs). In the first stage, 13 independent variables were included in the equation, with a regression analysis explaining 35% variation in the dependent variable (i.e., social sustainability). In this context, the variable of appropriate infrastructure with a coefficient of 0.364 had a significant impact on the dependent variable. Therefore, in the second stage, the “appropriate infrastructure” was treated as the dependent variable and seven other variables, which had high level of significance, were incorporated as independent variables.
The results suggest that variables included in the regression analysis explained more than 14% of the variation in the dependent variable (i.e., appropriate infrastructure) with the variable of accessibility of tourist facilities (a=0.359) leaving the greatest impact on the dependent variable. In the third stage, tourism facilities were treated as the dependent variables and other variables were treated as independent variables. Thus, variables included in the regression analysis explained 7% of the variation in the dependent variable (i.e., tourism facilities). Finally, tourism development remained as the last variable.
CONCLUSIONIn this study, the effects of rural tourism brand factors on social indicators of rural settlement were investigated. There is a significant positive relationship between the creation of a tourism brand and social sustainability in most rural areas under study. That is, the development of rural tourism brand can lead to the sustainability of rural areas.
Finally, the results of path analysis showed that the independent variable (i.e., rural tourism brand), in addition to its direct effects, had a number of significant indirect effects on the social sustainability of rural settlements as well. In this context, the variable of tourist facilities, besides its direct effects, could indirectly influence sustainability through variables such as access to appropriate infrastructure. Similarly, the variable of tourism development could exert indirect effects on variables like appropriate infrastructure and tourism facilities.
On the other hand, entrepreneurship and employment variables also had significant indirect effects on sustainability. Finally, the independent variable factors (e.g., tourism brands) were ranked according to their impact. Out of eight variables analyzed in the regression equation, the variables of tourism facilities (0.472), appropriate infrastructure (0.364), and tourism development (0.169) had the greatest effect on social sustainability. However, the effects of factors such as education, artistic importance, existence of tourism-related job opportunities, tourism assets, accessibility, investment, natural potentials, cultural significance, and entrepreneurship on sustainability were identified as the least important factors in the path analysis though they are different from other equation variables.

Today, for a variety of reasons, communities create brands. One of the most important reasons for creating tourism brands is to make a location seem attractive for tourists and encourage them to spend more time in an area and raise the residents’ standards of living. In this study, the factors affecting the formation of a rural tourism brand are examined from the perspective of experts and university professors. This study is an applied research conducted in a descriptive-analytical method. A major part of the data was collected through field studies, interviews, and filling out questionnaires by 30 experts active in the area together with 42 rural managers. The findings of the study based on the results of fuzzy hierarchical analysis showed that among the three factors, the economic factors with impact coefficient of 54.6 % had the highest effect, and physical-environmental factors with the impact coefficient of 16.7% had the lowest impact on creating rural tourism brand. There was a little difference between the results acquired from the experts of the organizations and the academics about the impact of the above factors. With the aim of identifying villages suitable for creating tourism brand, we applied TOPSIS technique, and proposed Jagharq village as the most appropriate rural area for creating rural tourism brand. We also identified 10 other rural areas as capable of creating tourism brands. According to the findings, the following guidelines are recommended: to introduce and advertise certain products of the rural areas in urban areas, to pay special attention to entrepreneurship in rural areas, to provide tourism facilities in rural areas, to restore cultural elements, and to give special attention to restoration of past cultural elements, customs and traditions.
This study aims to identify the rural areas having a high capacity and potential ­for creating brands and symbols and the role of symbols in improving the quality of life in villages of the study areas. Therefore, this study seeks to provide an appropriate response to the following question: What are the most important factors affecting the creation of tourism brands in villages of the study area? In addition, we try to identify the villages suitable for developing tourism brand in the study area?
To use a methodology, we mean to utilize the principles and frameworks that will guide the research. Clearly, the research methodology will be different based on the type, purpose and subject of the study. This study is an applied quantitative study benefiting field works for data collection and is based on descriptive- survey analysis. The data were collected through documentary research and field works. In documentary method, the researcher takes notes from books and documents and could be used in all scientific researches. We mainly tried to find the information and the results of previous relevant studies, so that we may find a general framework for topics discussed in this research through reviewing the literature of the study.
To investigate the factors affecting the formation of a rural tourism brand, we used Fuzzy Analytic Hierarchy Process (FAHP) and then ranked the villages of the study area through Technique for Order Preference by Similarity to Ideal Solution (TOPSIS).
Discussion and Results of ranking 14 indexes, using Fuzzy Analytical Hierarchy Process (FAHP) showed that three indexes of ‘availability of specific products in the villages’, ‘presence of entrepreneurs in the villages’ and ‘capital investment in rural areas’, with the impact coefficients of 14.2, 13.6 and 13.4 % respectively ranked first to third. With regard to rankings based on 14 indexes, there was a significant difference between the views of experts from departments and organization and university professors, to the extent that university professors believed that three indexes of ‘availability of specific products in the villages’, ‘presence of entrepreneurs in the villages’ and ‘capital investment in rural areas’, with the impact coefficients of 14.2, 41.1 and 14 % respectively ranked first to third. However, the experts from departments and organization believed that ‘availability of specific product in the countryside’, ‘cultural significance’ ‘and presence of entrepreneurs in the villages’ with the impact coefficients of 14.6, 14.3 and 12.8 % respectively ranked first to third. The availability of tourism facilities and the ‘use of tourism potentials’ in rural areas with the impact coefficients of 2.3 and 1.7 percent, were ranked last and penultimate by experts and university professors.
Based on exploratory studies, factors affecting rural tourism brand were in three categories: economic, social and physical-environmental ones among which, according to experts’ views and utilizing Fuzzy Analytical Hierarchy Process (FAHP), economic factors with the impact coefficient of 54.6 % had the maximum impact on recognition of a rural environment as a tourism brand. Among the 14 indexes affecting tourism brand, availability of particular products in a village with the impact coefficient of 14.2 % and presence of entrepreneurs in rural environment with impact coefficient of 13.6 % ranked first and second in affecting the recognition of a village as a tourism brand.
The results showed that Jagharq village, given to its attractions in economic, social and physical- environmental fields has had the minimum distance from the positive ideal in TOPSIS method, and was identified as the most suitable village for creation of rural tourism brand.

1. Today, sustainability of rural and urban settlements and their population in developing world is one of the greatest challenges of the 21st century. However, today due to development of urbanization, the rural areas have undergone many changes . These changes have been concurrent with the developing process of urbanization and unorganized expansion of cities on the one hand, and the decreasing significance of rural settlements on the other hand. Therefore, considering the importance of an appropriate new model of living and in line with the sustainability of rural settlements, this paper aims to investigate the capabilities of creating an urban village in the villages of Jagharq, in rural district of Torghabeh, Binalood County. Accordingly, the main research questions are: What are the opportunities in creating an urban village in the villages of the study area? What are the weaknesses and threats constituted by villages in creating a model of an urban village?
2. THEORETICAL FRAMEWORK: The experience of many developed and developing countries of the world suggest that the plans for physical development of rural areas are based on territorial planning approach and in the context of sustainable development, and the link between different aspects of sustainability in planning for sustainable development in rural areas is quite important. Nevertheless, physical environment provides suitable conditions for sustainable development, and the adoption of a systematic approach in physical planning with regard to approaches to environmentalism, conservation and society is of critical importance. In this regard, the increasing trend in construction in the suburban areas and in the heart of nature in the form of villas and housing estates especially in rural highlands of the country, shows the necessity of developing a model of settlements which have the required sustainability in development, which is well applicable in all the economic, social, cultural, political and physical-environmental conditions. On the other hand, to improve the material and spiritual well-being and the quality of life both at present and in future, are the primary objectives of achieving sustainable development. It seems that this attitude could be reproduced in the form of urban villages, which maintains both modern and traditional concepts common in the history of the Iranian neighborhoods. To adopt a model of urban villages which benefit the guidelines and control of new constructions, could be compatible with the characteristics of the rural environment through defining the specific principles and criteria, and it would play an effective role in preserving the natural environment and quality of life in rural settlements, and it would establish peace and order in urban settlements of the country.
3. This study is an applied one which has used descriptive-survey method for data collection. The population of the study consisted of rural households living in the village of Jagharq, which is estimated to be 767 rural households based on available statistics. The sample size, according to Cochran logical formula and using random systematic method is 227. In order to analyze the opportunities and challenges in creating an urban village in the village of Jagharq in a descriptive-field research, the opportunities and challenges were categorized in the form of four components (economic, social, environmental and physical), and 32 items. Prior to filling the questionnaires, the experts in this field confirmed its reliability. The main tool for gathering the data and measuring the variables, was the questionnaire designed by the researcher. The data were processed and analyzed using SPSS software package, in the form of statistical method of factor analysis.
4. In the present study, to assess the opportunities and challenges in creating an urban village in the village of Jagharq, were measured in 35 variables in the form of four components (economic, social, environmental, and physical) using factor analysis model. As the results show, the opportunities and barriers to the creation of urban villages, were categorized separately and in three and four factors respectively. The results showed that -opportunities accounted for 70.94 percent of the total variance among which physical-environmental factor with 42.83 percent of the eigenvalue, is known as the most important -opportunity. After that, economic and social aspects, account for respectively 14.26 % and 13.85 % of the variance of eigenvalue of the second and third factors. On the other hand, the variance of all the challenges is equal to 69.03 percent. The physical-environmental challenges with 26.34 % and the variance of eigenvalue, were the most important challenges in the study area. After that, the economic challenge (17.03%), the physical-environmental challenge (14.41%) and social challenges accounting for 11.23% of the variance of the eigenvalue, are in the next ranks.
The results of the factor rotation, in Varimax method show that from 35 variables included in factor analysis, only 21 variables that have a factor loading of higher than 0.5% have remained.

The emergence and spread of these houses in rural areas lead to the changes in rural-urban relations. The purpose of this study was to analyze factors and motivations in the construction of second houses in countrysides and its effects on rural areas.The areas under study were countrysides in South Astarābād and Anjyrab in the central district of Gorgan county. The primary means of data collection was questionnaire and 115 second home owners were selected as the population sample. For the analysis and study of the research data, descriptive and inferential statistics along with the SPSS software were used. The results suggests that, most respondents had positive effects in terms of the second houses villages economically (supply employment), social aspect (increased reverse migration to rural areas - raising awareness of local people (And the environmental- body (an important tool of climate and beautiful landscape using sustainable materials) And. On the other hand, the most important negative effects of this phenomenon emerging in the study area and within the city of village Economy aspect (rising land prices, stagnant agricultural activities and reduce the supply of products to the city (Socially aspect (increase consumption cultural conflicts in the village and villagers with Migratory In terms of environmental and physical environment aspects (forests and agricultural land use changes), as have.Research limitation: the main limitation of this research is related to the paucity of literature on the objective of constructing second houses in urban-rural relations. Practical implications: Further planning of the authorities for the use of financial and intellectual capitals of the rural migrants for the development and strengthening of rural-urban relations and preparing the ground for increased interaction and dialogue between local people and urban migrants with the aim of strengthening the relationships and social position of villagers.Original/value: innovation in investigating the effects of constructing second houses on urban-rural relations.

Local management is a relatively new concept which is a key element of solving problems ­ rustic look and its application in the field of rural problems is increasing day by­ day. One of the most effective strategies in the development and sustainability of rural areas, the role of local leaders in rural development. Proper implementation and management of policies and investments so rural development programs in directed them to use their abilities, ability and community participation in sustainable rural development paves the way to.­ Proper implementation and management of policies and investments so Rural development programs in the form led them to use their skills, capabilities and community participation to achieve Sustainable development of rural smoothly. Given the key role of rural women in particular, agricultural production, Rural Industries and. They are important in the process of rural development, and enabling them to develop new concepts and focus strengthen poverty alleviation strategy in rural areas are known. In this context, this paper attempts to examine the role Local Leaders (Council of Dhyary) the empowerment of rural women in Astarābād district located in the southern city of Gorgan pay. Methods The study was descriptive - analytical and study population of 200 women using Cochran formula selected rural villages in South Astarābād A random sample of / Systmayk are obtained. sensing data for the test correlation analysis (Spearman, Kendall Kramer) and Mac Nemar in soft SPSS software is used The research findings suggest that local managers with their actions impact Attention in various fields including employment opportunities appropriate, increase revenue, strengthen co and women's organizations and Also the skill rural women in rural South Astarābād have.

Given the importance of environmental awareness of villagers, this study seeks to identify and explain the factors affecting the environmental awareness of villagers in Jaghargh village in Binalud County. a descriptive – analytical research method based on survey has been used in this study. The statistical population consists of 1477 heads of households living in Jaghargh village. According to Cochran formula, a sample of 160 subjects was selected from the population using stratified sampling. A systematic-random selection method was adopted to access the subjects. Data analysis was conducted using SPSS software, statistical correlation analysis, Kruskal-Wallis, Mann-Whitney U test and stepwise regression. The findings suggest that the villager's awareness of environmental issues is at the desirable level (2.78%). On the other hand, the results of hypotheses testing suggest social, economic and environmental issues are significantly related to environmental awareness of villagers at the significance level of 99%. Based on stepwise regression analysis, 23 variables affecting the environmental awareness of rural population were included in the regression equation, out of which only seven variables (environmental potentials, communication with institutions, interaction with others, access to production factors, environmental hazards and geographical location) were maintained. These seven variables have the most significant effect on environmental awareness of people living in the studied region. Research Limitation: The main limitation of this study is the poor literature on environmental awareness in rural areas.Practical Implications: To increase the awareness of villagers, attempts should be made to prepare the ground for the engagement, interaction, participation and education of local people about environmental issues at all levels, particularly in management, design, implementation and evaluation of projects related to the environment.Original/value: The novelty of this paper lies in examining the factors influencing the environmental awareness amid more general factors.

Today's ambient environmental catastrophe not only the peace and security of human life and human existence but also threaten rubs it, why the scientific and political debate on the most serious environmental issue. Awareness of environmental conditions and evaluate the changes of the international community in recent years has been the overall focus and Knowledge and understanding of the environment, to detect changes in the management and delivery of management programs is very important.Today, environmental issues have profoundly social context - cultural environment that we should pay attention to. Today, environmental disaster, not only the take away peace and security of human life, But also threatens human existence, For this reason, scientific and political debate on the environment is the highest and the most recent deafening discussions The ultimate objective of environmental protection is in relation to the social environment and enhanced environmental awareness in the community as well as fostering a culture of environmental enforcement at different levels. In this regard, awareness of environmental issues surrounding villagers is the most important programs in developing countries to achieve sustainable development of the rural environment which is considered as one of the most livable places and have been particularly close to his environment, so that it has the most effect on both the environment and their surroundings and therefore have the greatest relationship with the environment. Therefore, their awareness of environmental issues - is considered to be an undeniably necessary.Purposis: The main objective of this study was to identify factors that influence the level of environmental awareness of the villagers. Identify the relationship between individual characteristics, behavioral characteristics - psychological, cultural traits - social media and media consumption among rural households in the study area, with regard to the environmental awareness of the objectives of this study. Based on the nature of the issue in the study the Research Methodology of descriptive- analysis is applied. The main approach for data collection, research, and survey research method is that the data have been collected in the field. Statistical population includes residents of the village Jaghrq Binalud in Khorasan Razavi province, According to Cochran's formula, a sample of 336 students are selected using systematic random sampling method and have been studied. The data gathering tool, a questionnaire validated by the content of external validity and reliability by Cornbrash’s alpha coefficient (75/0) has been approved. For statistical analysis of survey data using SPSS and appropriate assessment level variables, tests of correlation analysis, analysis of variance and stepwise multiple regression were used. Research findings suggest that awareness of environmental issues with villagers is (37.2) percent of the average. There is a significant relationship at 99/0 per cent between the independent variables (social dimensions: individual elements of behavior - psychological, socio - cultural and media consumption) and dependent variable (level of environmental awareness - environmental). Using the radio with the highest coefficient (422/0) as the greatest Impact Factor and access to centers and research stations with coefficient of (0.12), are known as the least influence on the level of environmental consciousness of villagers. Also according to the stepwise regression analysis, five variables (Using radio, interaction with others, social relations at the local level, participation in village affairs and age) have the greatest impact on environmental awareness among villagers. Based on the findings, we can conclude that villager's awareness of environmental issues is at an intermediate level. About the factors influencing environmental awareness, based on factors we can say that radio, interactions with others, local communication, age and participation in village affairs, explain the largest environmental awareness of rural environment. Also from the remaining of two basic dimensions of behavior of psychological regression equation, it can be deduced that these components are along with other components of personal, cultural, social - media consumption in explaining and predicting environmental awareness, is very important. Based on the findings and results to improve the current situation, we propose that:1. A preliminary scheme to promote environmental awareness among different groups of people (women and men) of all ages and all educational levels, especially (those with low education cycle) was used in order to prevent environmental degradation and pollution.2. In order to increase environmental awareness of The villagers, it is imperative that the areas of interaction and community participation in environmental decision-making at all levels, particularly in the management, design, implementation, and evaluation of environmental projects and Etc. is Provided.3. Efficient use of media and mass communications, especially (Radio) in rural areas to enhance and promote community awareness about environmental issues.