جستجوی مقالات مرتبط با کلیدواژه « نگرش » در نشریات گروه « جغرافیا »

Citizens' behavior towards the environment and their moral values in interaction with nature are among the issues that are important in the quality of urban life and sustainable viability of cities. In the present study, using stratified random sampling, Gorgan residents were examined regarding environmentally friendly behaviors and ethical values. The data collection tool was a questionnaire whose validity was confirmed by face validity and reliability by Cronbach's test. The collected data were analyzed by SPSS18 software. The results showed that the pro-environmental behavior index was at a moderate level. However, women and men were not different in regards to pro-environmental behaviors. As studied people grew older, pro-environmental behavior improved, but education level did not correlate significantly. The results also showed no significant correlations between anthropocentric and theocentric orientations with the pro-environmental behaviors index. However, with strengthening ecocentric orientation, the pro-environmental behaviors decrease. These results reaffirm the gap between moral values and behavior in which behaviors have no relationship with environmental beliefs. According to the results, it is suggested that necessary facilities to reduce the cost of environmentally-friendly behaviors should be provided for citizens.

Understanding the attitude of the local community in relation to tourism development is an important step in the development of sustainable tourism. Therefore, it is necessary to assess the attitude of the local community on tourism development in order to plan properly for the future. The present study aims to investigate and analyze the residents’ attitudes of the Naqsh-e Jahan neighborhood in Isfahan towards tourism.

Descriptive-analytical method was used and information was collected with questionnaire and interview technique. Data analyzed using descriptive and inferential statistical methods, also qualitative research method.

The results indicated that local residents welcome the tourism development. Because the tourism development leads to the improvement of economic, social and physical conditions in the neighborhood. But locals are skeptical of some aspects of tourism development, such as crime, and believe that tourism development could lead to some anomalies. Also, based on the analysis of the interview, 28 strategies in 7 categories to increase satisfaction by the local community were obtained, including job capacity development, capital attraction, participatory planning, strengthening the interaction of the host and guest community, culture building, strengthening urban security and strengthening neighborhood infrastructure.

The spread of tourism benefits to the whole neighborhood will not only create satisfaction in the local community for tourism, but also with hospitality and providing better services to the guest community will play an effective role in the ultimate satisfaction of tourists.

Today's environmental issues are deeply socialized and consequently, a responsible view of the environment is one of the hallmarks of many societies for moving towards sustainable development. Environmental attitudes are defined as a set of friendly (positive) and unfriendly (negative) feelings towards the environment and related topics. Environmental attitudes are strong predictors of environmental behaviors. Therefore, solving environmental crises depends on changing one’s attitude and perceived value to the environment. Two perspectives can be identified in terms of two paradigms regarding attitudes towards the environment. One view is referred to as the dominant social paradigm and the other is the new environmental paradigm. The new environmental paradigm points to the limitations that must inevitably be placed on human (economic) growth, namely the importance of maintaining a balance between nature and the development of a sustainable economy, or the need to rethink the belief that nature exists solely for the sake of human needs. This paradigm emphasizes the balanced relationship between humans and other species as well as sustainability in the use of natural resources. This paradigm consists of three dimensions, which include ‘growth restriction’, ‘rejecting anthropocentrism’, and accepting the ‘fragility of nature’s balance’. Given the importance of attitudes towards the environment and its role in dealing with nature, the question posed in this study is: which environmental perspective is common among societies? Some experts attribute environmental problems to people and believe that their views on the environment are not appropriate and their indifference to the environment is excessive and unjustifiable. But is this claim true, and is it just for ordinary people? In other words, do natural resource management and conservationists have a good view of the environment? This research was conducted to find the environmental views of forest guard staff in Golestan province. 

This research was conducted using the survey research method. The study population consisted of the Forest Guard staff of the Golestan Province. Using the stratified random sampling method, 264 of them were selected in the counties of Golestan province. Data collection was done in 2018 using a questionnaire. The first part of the questionnaire included questions about the demographic and occupational characteristics of staff including age, marital status, work experience, level of education, and place of residence. The second part consisted of 15 items related to the Environmental Attitude Index based on the new environmental paradigm. The validity and reliability of the questionnaire were confirmed by face validity and Cronbach's test, respectively. 

The results of the study showed that the average age of respondents was 40.36 years. They had an average of 14.26 years of work experience. The majority of them (92%) were married. Also, 60.2% of them lived in cities, and the rest in rural areas. The average educational level of the study samples was above the high school diploma. Exploratory factor analysis showed that the structure of Forest Guard staff’s attitudes towards the new environmental paradigm derives from five factors including ecological equilibrium, growth restriction, technology-oriented, optimism about the future, and anthropocentrism, which explained 56.32% of the variance of the dependent variable. Among these factors, ‘growth restriction’ is the first priority and ‘no optimism about the future’ is the last priority. Married participants reject more anthropocentrism than singles, but singles are more skeptical about the future of the environment than married. The attitudes of Forest Guard staff were independent of age, marital status, and place of residence, but with increasing levels of education, their attitude towards the new environmental paradigm became weaker. 

The results of the present study showed that the environmental attitude of the study population could be assessed at a relatively appropriate level. However, this attitude was not strong enough. In addition, attitudes towards the new environmental paradigm is a multidimensional phenomenon with five dimensions including ecological equilibrium, growth restriction, technology-oriented, optimism about the future, and anthropocentrism. The dimensions revealed in the present study are consistent with those introduced for the new environmental paradigm in other studies, namely the rejection of human dominance over nature, ecological balance, and limited development. Using re-training and in-service programs to improve the environmental attitudes of Forest Guard staff are suggested. Keywords: Environment, Attitude, Conservation, Natural Resources.

In most developing countries, rural women have limited resources and jobs. Therefore, development strategies to create multiple opportunities for them by participating in various activities aimed at rural development can empower women. Self-help groups, as one of the most important empowerment strategies for women, are of great importance in employment, income generation, poverty reduction, export promotion and foreign exchange earnings in developing countries. The concept of SHGs is small informal associations created to create members' ability to make a profit through mutual assistance, solidarity, and shared responsibility. Their benefits include the use of savings and credit facilities and the pursuit of group activities (Anand, 2002). A group-based approach that not only enables the poor to raise capital through small savings, but also helps them access official credit facilities (Shylandra, 2004). Under shared responsibility, these groups enable the poor to overcome the problem of collateral, thereby freeing them from the clutches of the rich (Stiglitz, 2000). In addition, some of the basic characteristics of SHGs, such as membership size and homogeneity of composition, create solidarity and effective participation of members in group performance. The creation of these groups can be influenced by different geographical, political, social, cultural and economic factors. Therefore, this study was designed to investigate the factors affecting the attitude of rural women towards self-help groups in BazinehRood.

The study was a consecutive exploratory study. The present study was conducted in two stages. In the first stage, the attitudes of rural women towards creating self-help groups were collected through interview using available sampling method. Eight villages were interviewed for this purpose by using the opinions of administrative experts (Khodabandeh Governorate staff) and village managers in order to identify them as self-help groups of rural women in the area. At this stage, before each interview, the interview protocol form was presented to the interviewee in person and a time was set for the interview. The available sampling strategy was used to select the interviewees; That is, at the end of each interview, it was attempted to identify, through the interviewee, other persons eligible for the interview. Interviews continued until the researcher felt the data had been duplicated and saturated. Accordingly, in this study, 30 rural women were interviewed and the relevant codes were extracted. In the second step, after summarizing the results of the first stage and classifying them, the researcher-made questionnaire will be used to survey and collect quantitative data through exploratory factor analysis and one-sample t-test to generalize the results of the first stage. In fact, in the second stage, the researcher seeks to prioritize the factors of attitude of rural women to self-help groups and to investigate the importance of these factors. The second statistical population of this study is rural women over 15 years old in BazinehRood District of Khodabandeh Township. In this section, 8 selected villages were selected as sample. Thirty rural women were selected as the pilot sample after the self-made questionnaire was approved by the experts. A questionnaire was distributed among them. The sampling method used is random sampling. The reliability obtained for the baseline sample using SPSS software was 0.932; therefore, the sample required to complete the researcher-made questionnaire was 290 rural women who were purposively selected.

The factors affecting the attitude of rural women towards self-help groups were classified into five factors. And the factors are 'technology acceptance and participation', 'education', 'socio-economic factors', 'marketing and entrepreneurship' and 'banking / credit' respectively. Also, the results of numerical analysis of socioeconomic dimensions, technology and partnership acceptance, marketing and entrepreneurship, education, banking / credit, respectively, indicated that the factors affecting the attitude of rural women towards self-help groups were high. One-sample t-test was used to analyze the most influential factors on the attitude of rural women towards self-help groups. The results of exploratory factor analysis were used to perform this test. Based on One-sample t-test these factors were significant at 99% level and their difference from numerical utility was evaluated positively. The results show that rural women will create self-help groups to reduce poverty, which in turn will increase rural women employment. Rural women believe that when self-help groups are set up, for some reasons, such as the use of collective capital and low manpower to carry out activities and the common use of production tools, they will generally save on the factors of production. Ultimately, these factors empower women in self-help groups. On the other hand, collective efforts in the field of self-help groups and flexibility in laws and regulations increase the efficiency of women members. Therefore, the results indicate that socio-economic factors are the most important factor in establishing self-help groups for rural women. Technology adoption and participation is the second most influential factor in creating self-help groups for rural women. The lack of in-person training and the lack of training courses for rural women has made the mass media such as television and radio more effective in transferring information and technology. Rural women also tend to engage in participatory activities with a spirit of collectivism.

According to the results of the research, it can be said that women self-help groups as a small informal association are very important in employment, income generation and credit facilities and follow up group activities. In this regard, different attitudes of women can have a direct impact on their participation and performance in the activities of self-help groups. Rural women may have multiple attitudes about self-help groups, As such, attitude and behavior play an important role in the field of economic investment. Although people's attitudes toward a subject cannot be directly observed, but these attitudes are relatively stable and can have a positive long-term impact on communities; therefore, it is inevitable to understand the factors affecting the attitude of rural women towards creating self-help groups. Therefore, the results of this study are effective in the theoretical development of the relationship between rural women's attitudes and the creation of self-help groups and provide tangible guidelines for understanding the attitude of rural women to policy makers and managers.

This study aimed to explain factors affecting the support of tourism development among the residents of wetland areas of the Khuzestan province, focusing on the development of a conceptual framework based on the social exchange and place image theories. The research instrument was a researcher-made questionnaire which its reliability was confirmed using composite reliability, as well as Cronbach's alpha coefficient, and its validity was confirmed in three ways: content, construct, and discriminant. The statistical population of this study was the households living in the villages located in the four wetland areas of Khuzestan province, namely Shadegan, Miangaran, Bamedeh, and Hoor Al Azim. Using a stratified sampling method, we selected 316 households. The collected data were analyzed by SPSS and AMOS software. The results showed that the framework developed in this study based on social exchange theory and place image was able to fit the data well identify more variables affecting the support of tourism development among the residents of Khuzestan wetlands. Among the variables of the theoretical framework, the awareness and place image had an effect on the perception of socio-cultural impacts, and the perception of the socio-cultural effects had an influence on the residents' attitude toward tourism development and also support for tourism development in the Khuzestan wetlands.

resident’s empowerment in a tourism region is essential to ensure the success and development of sustainable tourism. Empowerment can affect people's attitudes toward the positive and negative impacts of tourism. In addition, studies suggest that residents are more willing to support tourism development if its impacts are perceived to carry greater benefits than costs. Hence, empowerment is expected to be able to support the development of tourism. this study aims to investigate if empowerment could affect their attitudes toward tourism impacts and support of tourism development. This study is an applied research and with the survey method was conducted. The study population consisted of residents of Kamardough tourism region. The sample size was determined using the Morgan table (n=220). Using a random sampling method, 220 students were selected for this study. The face validity of the questionnaire was confirmed by a panel of experts. Cronbach alpha reliability coefficients were calculated for the pilot study and used to refine the questions for the final questionnaire. All scales indicated good-to-excellent reliabilit generally 0.71–0.91. Regression showed that Personal economic benefit and three empowerment dimensions (psychological, social and political) had direct and significant relationships with resident perceptions of tourism’s positive impacts. These variables predicted 51% of the variance in attitude toward positive impacts. Personal economic benefit and political empowerment have significant effect on attitude toward negative impacts of tourism. There is a negative relationship between political empowerment and perceived negative impacts from tourism. These variables predicted only 0/28 of the attitudes toward negative impacts. the Regression showed that psychological empowerment, social empowerment and political empowerment and attitudes toward positive impacts of tourism affect residents’ support for tourism. These variables predicted 47% of the variance in support. These findings also have practical implications for those within the tourism industry looking for strategies to increase their residents’ support for and attitudes toward tourism development.

In water resource planning, due attention should be paid to the sustainable management of water resources and the use of unconventional water in the agricultural sector. The purpose of this applied research is to investigate the factors affecting the attitudes of villagers toward consuming products irrigated with purified wastewater. The statistical population consisted of the villagers who consumed this type of products in Khorramabad County (N = 1601). The sample size determined by Cochran's formula was 200 people. The data were collected with a questionnaire whose validity and reliability were confirmed respectively by the content validity method and Cronbach's alpha coefficient (0.751). The data were analyzed by the SPSS software. As the results showed, there was a positive and significant relationship between the attitudes of the villagers and such variables as their awareness of the wastewater purification process and its use in the agricultural sector, the level of trust in the wastewater purification system, the tendency to use the products irrigated with purified wastewater, the level of trust in the healthiness of those products, the villagers’ evaluation of the quality and the smell of the products and the monthly cost of households. All the relationships were significant at the level of 1%.

The purpose of this study was to investigate the attitudes of economic activists about entrepreneurship and economic barriers in the city of Izeh that was carried out in 1394-
1395. One of the measures necessary to apply macroeconomic tools is social and economic integration. Understanding the economic, cultural, and political context of the society and its subsets can lead us to a dynamic and dynamic level of society. This research is a quantitative and quantitative study of cross-sectional and explanatory studies. The method used to gather information in quantitative research is survey. The tool used in this questionnaire was 28 self-made questions. The validity of the questionnaire was verified by experts and professors and its reliability was 0.91. SPSS software was used for analyzing descriptive and inferential data along with related statistical tests. The results of the research showed that there is a significant and inverse relationship between high inflation and chronic unemployment, lack of proper use of financial resources, fear of divergence and weakness in teamwork with entrepreneurship development in Izeh. Among these four factors, the strongest factor is the lack of proper use of financial resources and then the fear of being different.

With regard to the role of children in agricultural activities, the current study aimed at analyzing the attitudes of experts towards the advantages and disadvantages of rural child labor in agricultural activities. The study was conducted by Q-methodology; The study population included the experts of Sayed Yaqub Health Center of Mahidasht County, Iran, and the staff of Charity Committee of Kermanshah County. Totally, 16 experts were selected by the purposeful sampling method. Results showed that the first group believed that children labor deprives the children from childhood activities. The other group believed that child labor lessens the focus of children in the class; on the other hand, strengthens the culture of the region. The third group believed that agricultural activities are among the factors that cause responsibility in children. The fourth group believed that child labor, due to the independence of children, causes joint diseases. The fifth group had a different viewpoint about child labor; they believed that child labor makes the child more agile from the physical point of view, but causes emotional depression. It can be said that the child labor phenomenon in rural areas is associated with the nature of pastoralism. Child labor contributes to economic affairs, households, and family by cultural truism rural residents. But in Iran can be the valve kind of transfer, age of onset, the quantity and quality of work and children's rights into action.

Tourism is a new approach in rural development which can be useful in empowering local people, human resources development, diversifying rural economy, crating job opportunities, increasing living standards, decreasing rural- urban divide and reducing migration from rural to urban areas. Rural tourism focuses on actively participating in a rural lifestyle. It can be a variant of ecotourism. Many rural villages can facilitate tourism because many villagers are hospitable and eager to welcome (and sometime even host) visitors. Rural tourism allows the creation of a replacement source of income in the non-agricultural sector for rural dwellers. The added income from rural tourism can contribute to the revival of lost folk art and handicrafts. Of course, it should be noted that tourism have some advantages and disadvantages like other development activities. For example, despite some advantages that mentioned above, some other consequences such as environmental degradation, falsely increasing prices of goods and services, damage to agricultural activities and so on, can be considered as disadvantages of rural tourism development. Therefore, the host community even may have negative attitude towards rural tourism. However governments assign a lot of budgets on rural tourism development, but less attention is paid to the attitude of the host community towards it. Thus, the aim of this study was to investigate rural people's attitudes towards rural tourism in the Doroodzan District of Marvdasht County, Southern of Iran.
Research Survey research method was used to study factors affecting rural people's attitudes based on the Theory of Planned Behavior. Data were collected using a predesigned questionnaire with a sample of 250 respondents that were selected based on Kerjcie and Morgan Sampling Table and stratified random sampling technique. Face validity of the questionnaire was verified by faculty staff of Rural Development Department of Yasouj University and its reliability was also verified using Cronbach's Alpha reliability coefficient (from 0.610 to 0.868). The questionnaire consisted of different statements about research variables including tourism, observation, attitude, subjective norm (Normative beliefs and motivation to comply), perceived behavioral control (control beliefs and control beliefs power), awareness, experience, and perceived usefulness which were measured using Likert Scale responses.
Findings: The results showed that investment in tourism in the region is very poor. Either villager's knowledge about rural tourism, or tourism advertising have an unfavorable situation in the study area. Rural people have a fairly favorable attitude toward tourism, and tourism caused improving marketing of agricultural products and commodities. Moreover, there were statistically significant relationships between attitude as dependent variable in one hand and independent variables such as income, awareness about rural tourism, perceived usefulness of rural tourism, observation, values, subjective norms, perceived behavioral control and prior experience about rural tourism
Conclusion and recommendations: Due to different problems in rural areas of Iran such as unemployment, low productivity and so on, attention to the other development approaches such as tourism can be considered as a guarantee for improving the quality of life in these regions. Nowadays, Agriculture requires less manual labor. The agricultural lands have been scattered to different and small parts. This trend is causing economic pressure on different villages, which in turn causes young people to move to urban areas. There is however, a segment of the urban population that is interested in visiting the rural areas and understanding the lifestyle. But, as mentioned above, the development of rural tourism may have different positive and negative consequences. Thus, the study of host people's attitude toward rural tourism I really necessary. The results of this study showed that rural people have a fairly positive attitude towards the development of rural tourism in their living location. Therefore, to avoid a negative attitude towards the tourism development and also to encourage people to invest and work in this field, some policies should be considered and executed in such regions such as:- advertisement about tourism development functions, benefits and strategies in mass media for host communities
- holding extension-education classes for villagers in the field of tourism especially rural tourism
- Providing banking loans and facilities for development of infrastructures and other tourist services in the region
- Introducing tourism attractions of the region to the other parts of the country or even world.

Tourism is an important tool of development for many countries. In the past, the development of tourism insisted on maximizing the profit of business owners and little attention was paid to the natural resources and community residents. But today the new paradigm of sustainable tourism development has emerged in the tourism literature. This paradigm is trying to improve the quality of life of local residents, improving the experiences of tourists and protecting environment in the destination. Sustainable tourism development depends on the goodwill of the host community and their support is essential in the development and successful operation of sustainable tourism. For the success and sustainability of tourism in the region, positive interaction between local residents and tourists is necessary. To facilitate such positive interaction, identifying the attitudes, perceptions and satisfaction levels of residents from the tourism is very important. Community participation means that all members of society should participate in the process of tourism planning. While the public participation process is very time consuming and if not managed properly, it would be pointless. Number of stakeholders that should be involved in the tourism planning process, is high, and it is difficult and sometimes impossible to identify all of them. In addition, community member's interests, beliefs, values and attitudes about tourism Development are different and sometimes conflicting. This study intends to use the stakeholder approach as a conceptual framework, help tourism planners to identify the most important interest groups in the region and share them in homogeneous subtypes based on their attitudes to sustainable tourism development in the community and specify the demographic characteristics of each subgroup. Hence, this research seeks to answer two basic questions: are there interest groups with different attitudes to sustainable tourism development activities in the region? What are the demographic characteristics of each subgroup?
The population of this research is consist of all 13486 families in the Babolsar city. Among them, 380 samples were selected by the use of Morgan table. Due to the lack of a sampling frame in this study, judgmental sampling is used. To measure the attitudes of the residents to sustainable activities in tourism development, the SUS-TAS questioner is used. This scale is consisted of 7 indicators. These indicators include: environmental sustainability (9 items), perceived social costs (8 items), perceived economic benefits (7 items), long-term planning (7 items), community-based economy (5 items), visitor satisfaction (4 items) and community involvement (4 items). To assess the validity of the Research tool, factor analysis was used. To assess the reliability of the questioner, Cronbach's alpha was used. Data analysis was performed in three steps. In the first step, Factor analysis using Lisrel software was used to confirm the validity of the questionnaire. In the second step, to determine whether similar groups based on their attitude, exists in the sample or not, the cluster analysis using SPSS software was used. In the third step, using the ANOVA and Kruskal-Wallis tests, the demographic variables were compared between the clusters.
Lisrel software calculated a t-value for each free parameter (estimated) in the model. The ideal is that these values be higher than 1/96 to be considered significant. T value for each of the indicators of the study was higher than 1/96. Therefore there are considered to be significant at the one percent level. In factor analysis, there are several characteristics of fitness. If the amount is at an acceptable level, the implementation of the proposed model is considered appropriate. All fitness indicators in this study, demonstrated a good fit and are approved. Due to verification of all the indicators of the SUS-TAS questionnaire, they have been used for clustering residents. After determining the number of clusters, they were named based on the average privileges. Pessimistic: Cluster 1 members, had the lowest mean and it shows they had the least support from the sustainable development of the tourism and hence Cynics were named. Ardent supporters: Cluster 3 members, had the highest mean and it indicates that they support sustainable activities in tourism development more than other clusters. Medium Supporters: Cluster 2 members that have the greater average from the cluster 1 and lower average from the cluster 3 in all the indicators, were named Medium Supporters. After identifying clusters and naming them, ANOVA and Kruskal-Wallis tests were used for each demographic variable to determine if there is significant differences between the clusters on the basis of sex, age, education, marital status, occupation related to tourism, income and duration of stay at the destination. Clusters were homogeneous at %95 level of confidence in the variables marital status and length of residence in the area. But in the variables sex, education, age, income and occupation related to tourism are different.
According to the results of this research, residents have different ideas about sustainable tourism development and cannot be considered as a homogeneous group. Since not satisfied attitudes of the third group (pessimists) can affect the success of tourism programs, they should be considered and the planners should attempt to obtain their support of sustainable tourism development at the first step. The number of this group in the sample is lower than the other two groups, hence their identification and participation in the tourism development planning will be easier. Tourism planners can identify them according to specific demographic characteristics of this group, and take the necessary steps to change their attitude. Since most of the people in this group, care about the environment and believed that its degradation is caused by tourists, it is necessary that environmental protection programs be included in tourism development plans. Tourists should also be aware of the importance of environmental protection to reduce activities incompatible with their environment. The group also complained about reduced quality of life and bustle over the area in some seasons. It is necessary therefore to increase the facilities and conveniences in the area.

Rural tourism as an especial form of tourism, if planned and organized correctly considering the characteristics, need and economic, social and cultural issues and also the desire of tourists would solve the economic problems in rural areas such as unemployment and poverty. The importance of tourism businesses is different among entrepreneurs, Many tourism businesses supply all of the rural family income or it is considered as a supplementary income for some of them. In this regards, the purpose of present study is to determine the affecting factors on the commitment of business owners related to tourism in tourism sample villages in Paveh Township using modified EPSI model. Therefore a survey conducted among the businesses owners in Paveh Township in Kermanshah province. Data were collected using a questionnaire. Data was analyzed by SPSS V20 and AMOS V20 software. The results showed good fit. Also, the results of path analysis showed that businesses owners’ attitude is the most important influencing factor on businesses owners’ commitment.

Introduction The most important priority in social marketing is influencing the attitudes and behaviors of people in different societies in order to reform such attitudes and improve their misbehavior; approaches that can in the long run lead to an improvement in attitudes of people and bring about a positive voluntary conduct.
It is predicted by experts that in 2020 tourism industry will become world's most profitable industry. Researchers are of the opinion that the attitudes of tourists toward their destinations are some of the most important factors in the development of health tourism. This principle can be used to develop a favorable image in the minds of health tourists since the principles of social marketing can be used to eliminate tourist's poor attitudes and help create favorable attitudes in them. Therefore, the main purpose of this study is to provide a social marketing model to change tourist's attitudes toward health tourism in the Iran.
Research Method In this study, a mixed exploratory method was used. At first, the qualitative data were collected and studied in order to analyze the phenomena and then the quantitative data were analyzed and collected in order to determine the type of relationships that existed between the variables. In order to design a health tourism model, the phenomenon were studied through using qualitative methods and through interviews. Constituent components were also identified in health tourism. And in order to test the model, the researchers tested the validity of the criteria identified in the exploratory stage of the research; moreover, in order to communicate with them, factor analysis and path analysis methods were investigated through the application of structural equation.

Discussion and results Social marketing model in health tourism corresponds with the conditions of Iran; and it is hoped that the inability to have an approach that is solely based on values are resolved through social marketing. It is also worth mentioning that rational logic in social marketing model is the one derived from the theory of social judgment. In accordance with the model derived from qualitative study, market-oriented leadership was introduced as an independent variable in achieving social marketing strategies through analyzing and understanding health tourism and its infrastructure.
Hence, the first and third assumptions were confirmed that in order to assess the impact of market-oriented leadership on the infrastructure of marketing, social marketing strategies should be studied in order to better understand health tourism market. Based on these findings, it can be proposed that through the analysis of the macro-environment of health tourism market and an improved skill in understanding the market, it would be possible to develop a culture of value for the components of infrastructure of marketing.
Conclusions Finally, considering the impact of social marketing on the components of beliefs, emotions and behavioral intentions, it was found that tourist's attitudes and behaviors could be altered through designing and integrating social marketing mix. These findings further demonstrated that social marketing could play a vital role in health tourism. Moreover, it showed that the senior management of an organization could have a valuable role in improving social marketing.

Introduction In many regions of Iran, agriculture faces difficulties that are no longer sufficient in meeting the needs of the farmers. Therefore, regarding the current agricultural potentials of some of these regions in establishing and developing agricultural tourism and the subsequent influx of tourists can bring plenty of benefits to the farming community. There are, however, many risks associated with these activities which are categorized into human risks (economic, social-cultural and psychological) and natural-environmental risks which are different for each area and are also susceptible to affect peasants’ views towards tendency for acceptance and propagation of this specific type of tourism. In fact, it’s in the light of the development of agriculture that agricultural tourism emerges. Therefore, if any investments are made on villages of aforementioned areas without identification and management of these risks, there might be several negative consequences. On this basis, the main purpose of the current research is to identify the risks associated with the agriculture sector and risks that are considered as threats for villagers. It can also help to scrutinize the local society’s perception of the so-called risks that are associated with the development of agricultural tourism. The main question here is what the main existing risks towards development of agricultural tourism are.
Case study The target location in this study is located on the banks of Shirood River in the city of Tonekabon. This location houses several natural attractions, farms and arboretums. It also hosts many tourists from different parts of the country. The kind of tourism that is common in this area is based on nature.
Materials and Methods The current work is an applied research which uses a descriptive-analytic method. The required information is also collected through both library and field studies and main apparatus of the research is a researcher-made questionnaire. The validity of this questionnaire is approved by a number of experts; moreover, the Cronbach’s alpha method was used for verification of its reliability. The statistical population of this study includes the heads of families of selected villages on the banks of Shirood River in the city of Tonekabon. By using the Cochran’s formula, a sample size that included 193 families was selected. The independent variable of this research is the farmers’ level of support for development of agricultural tourism which is influenced by dependent variables including factors of perceived risks of agricultural tourism including knowledge and awareness, tendency towards development of agricultural tourism, economic risks, social risks, natural risks, production risks and market risks as well as organizational-political risks. In order to analyze the data, SPSS software was used. And in order to collect and analyze the data, the scale of variables and descriptive statistics such as average scores and statistical analysis methods such as one sample T-test, Freedman test and Route analysis were used.
Discussion and Results The findings of this research indicated the high tendency of the respondents for development of agricultural tourism. Another finding of this research demonstrated that from the viewpoint of local society, the social risk is at a suitable status and does not pose any threats for peasants. Additionally, in terms of natural risks, the findings also revealed that the risks were considerably high; it also gave a hint of an unsuitable situation in terms of agricultural productions and markets. And finally, in terms of organizational-political risks, the findings revealed that the performance of management boards of related organizations were relatively insufficient. Nevertheless, according to other findings of the current research and from the viewpoint of the respondents and in terms of the influences of the perceived risks on tendency towards development of agricultural tourism could be respectively prioritized.
Conclusion And finally, even though villagers and peasants have a generally high tendency toward the development of agricultural tourism in this area, the existence of the current risks are generally considered to be serious barriers in realizing the expectations of the farmers. Moreover, as long as there is a lack of an appropriate management, not only do the farmers hold a negative view towards development of agricultural tourism, but also few facilities are provided for this type of tourism. And thus, the growth and development of agricultural tourism will only progress at a slow pace.