درخت حوزه‌های تخصصی

In today’s world of competitions, the concepts of branding and market management are accompanied by brand and branding. Branding is the only way to stay in sustainable and profitable business in the market. As an identity provider for a product or a service, the brand represents the quality of the product and the service, as well as the commitment of the provider. It finally leads to an increase in economic value and an expansion of commercial activities out of geographical border. This research aims are to investigate branding strategies and pistachio products exporting as a strategic and beneficial agricultural product of Iran. To examine this aim, the SWOT model is used to analyze weaknesses, strengths, opportunities and threats. Delphi model is employed to examine group opinions and consensus-building. The results indicated that ‘high quality of pistachio in Iran’ and ‘existence of various types’ are the most critical strength points and ‘poor modern marketing technique’s acquaintance of exporters’ and ‘not recognition of various cultural tastes and features and global standards’ are the main weaknesses. The key opportunities are ‘global fame of Iranian pistachio’ and ‘existence of various global markets’. ‘Emphasis on the branding on rival countries’ and ‘‘neglecting foreign customers’ needs’’ are the main threats in this research. The results of internal and external factors’ investigation matrices revealed that according to the final total record of internal and external factors, W-O Strategies is the strategy for branding and exporting pistachio in Iran.

Purpose- This study aims to examine the delivery and quality of rural tourism services from the perspective of managers of eco-lodges in Guilan Province, Iran. It also seeks to identify the key reasons behind the lack of adoption of service quality standards by these managers. The significance of the topic lies in its contribution to sustainable tourism development, enhancement of rural residents’ quality of life, and improvement of tourist satisfaction. Design/methodology/approach- This applied research employed a descriptive-analytical approach. Data were collected through both library and field methods. The statistical population included all licensed eco-lodges in Guilan Province (126 units), which were studied using a census method. Data collection was carried out using the standard SERVQUAL questionnaire. The data were analyzed using SPSS version 26 through descriptive statistics, one-sample t-tests, factor analysis, and the Friedman test. Findings- The results revealed a significant gap between the current quality of services and the desired standards in the eco-lodges of Guilan. Most managers perceived the official service quality standards as inefficient or impractical. The primary reasons cited included inadequate infrastructure, insufficient training, and weak supervisory systems. Research limitations/implications- The study is limited to a single province and reflects solely the managers’ viewpoints. Future research is recommended to include the perspectives of tourists and regulatory authorities. Additionally, developing and localizing service quality assessment models tailored to the characteristics of rural accommodations is suggested. Practical implications- To enhance service quality, the study recommends providing training programs for managers, improving tourism infrastructure, revising service quality indicators, and strengthening monitoring and evaluation systems. Showcasing successful models from other regions can also help increase the efficiency of eco-lodges. Originality/ value- By focusing on the perspectives of service providers as key stakeholders, this study offers a novel contribution and can serve as a reference for policymakers, tourism practitioners, and investors aiming to improve rural tourism service quality.

Purpose-Various factors influence changes in rural lifestyles, with one of the most important being rural-urban linkages. The aim of this paper is to examine the role of rural-urban linkages in changing the lifestyle of rural households across three dimensions: social, economic, and cultural. Design/methodology/approach- The research method is descriptive-analytical, and data collection was conducted through library research for theoretical studies and via questionnaires for the field study. The statistical population includes the villages of the Lasht Nesha district in Rasht County. A sample of 360 respondents was selected using Cochran's formula and a simple random sampling method. Data were analyzed using linear regression and multivariate regression tests. Finding- The research findings regarding the linear relationship between rural-urban linkages and changes in rural household lifestyles revealed a significant relationship between these two variables. Additionally, the results showed that the most significant impacts of rural-urban linkages were in the cultural, social, and economic dimensions, respectively. Specifically, in the cultural dimension, consumerism and cultural and linguistic changes were most prominent; in the social dimension, changes in clothing and behavior; and in the economic dimension, materialism, wealth accumulation, and income generation experienced the greatest changes.