Identifying the mental patterns of Tourism Entrepreneurs Towards Sustainable Tourism Entrepreneurship using Q Method (Case study: Hamadan province)

The emergence of the concept of sustainable development as an urgent issue affecting the current global system, it has been argued that entrepreneurship should not be based solely on wealth creation. Tourism is one of the economic sectors in which high participation in the field of sustainable entrepreneurs is required. In this regard, the emergence of the concept of sustainable entrepreneurship and the obligation of entrepreneurs in the tourism industry to sustainable entrepreneurship has led this study to identify and categorize the mentality of entrepreneurs towards sustainable tourism entrepreneurship. The methodology of the research was applied in terms of objectives, exploratory in nature, and mixed-method research. 13 sustainable tourism entrepreneurs in Hamedan province were selected as the target population by snowball sampling and were interviewed semi-structured based on the Q method, and 36 propositions were extracted. Then, by completing the Q table by research experts and analyzing the data obtained by exploratory factor analysis, the mentality of individuals in each group was identified, analyzed, and examined. The results of this study include two mental models of entrepreneurs towards sustainable tourism entrepreneurship, including quality of life model and sustainable employment; and a pattern of innovation, sustainable knowledge, and attitude; identified. Therefore, according to two mental patterns of research, sustainable tourism entrepreneurship through the empowerment of stakeholders and environmental capacity to create sustainable employment, both the development of innovative innovations in the economic, social, and environmental arena leads to an increase in wealth and welfare in society.