The effects of Psycho-Social Factors on Trust in the Brand of Tourism Target Villages in Khuzestan Province with an Emphasis on Social Media

Agricultural tourism is one of the most popular sectors of the tourism industry. Agricultural tourism has become one of the important variables for rural development, the movement of tourists to these rural and agricultural areas has contributed to economic development and spatial development of entrepreneurship. In the contemporary world, it has changed the communication methods and lifestyle of agricultural tourists. In this regard, of course, social media provides a medium for communication because then rural areas can use it to promote rural tourism.

In terms of purpose, this research is part of applied research, and in terms of data collection method, it is categorized. The statistical population of this research is the tourists of the target villages of agricultural tourism in Khuzestan province and the sampling method is available. The face validity was calculated using the opinion of research experts and the construct validity of the questionnaire using factor analysis and the reliability of the variables of the questionnaire was confirmed using Cronbach's alpha coefficient.

The findings of this research showed that the sense of mass perceived on the route coefficient has a positive and significant effect of 26% on the way of interacting with the brand of tourist villages. Also, self-knowledge is one of the influencing variables on the way of interacting with the tourism village brand with a path coefficient of 36% on the way of interacting with the tourism village brand. The way of interacting with a villager has the greatest effect on the intention to travel to rural destinations with the path coefficient - 90%. Also, identification with a path coefficient of 60% has a positive and significant effect on the way of interacting with villagers. The intention of tourists to travel to the target villages of Khuzestan province with a route coefficient of 88% has a positive and significant effect on the development of agricultural entrepreneurship.

The results of this research indicate that the social and psychological characteristics of tourists should be regulated and analyzed in the development of rural agricultural entrepreneurship. The results of t showed that trust in the brand of agricultural tourism areas and the intention to travel to agricultural brand areas are influenced by the way of interaction with the destination brand. On the other hand, the brand of tourism destination villages is influenced by the social and psychological satisfaction of tourists, and these variables can ultimately provide the basis for the development of rural tourism in the study area. The results indicated that tourists' subjective perception of themselves has a positive and significant effect on the ways of interacting with the brand of agricultural areas of Khuzestan province. Also, the findingsshowed that the ways of interacting with the brand of rural tourism destinations have a positive and significant effect on the brand's travel intention. The results indicated that social media has changed the ways of communicating with tourists, and in this regard, it is necessary to pay attention to the values of consumers, the needs and common beliefs of tourists in the brand advertisements of rural areas, and in this regard, variables such as the sense of the perceived mass, self-knowledge, the way of interacting with the villager, self-identification should be paid attention very special.