The strategy of developing the competitive advantages of indigenous rural entrepreneurship )Case study: rural areas of Isfahan(

In Iran, unlike most countries in the world, the development of rural entrepreneurship has not received as much attention as it should, and rural entrepreneurship has remained unknown in Iran. This is despite the fact that the country of Iran, including the city of Isfahan, with its historical history, cultural background and villages that have preserved their local culture and tradition, has many local cultural and artistic resources that can be a model and tool for economic progress. be the local people of this area. It is necessary for this and one of the available ways to develop the local community through rural entrepreneurship is to introduce this type of entrepreneurship and identify and present the advantages of local community entrepreneurship. Therefore, considering that presenting and identifying the competitive advantages of entrepreneurship and recognizing them can act as a stimulus to encourage rural entrepreneurs in Isfahan city, and presenting the competitive advantages of entrepreneurship and recognizing them can act as a stimulus to create If entrepreneurship and development of rural businesses in this region is considered, in the framework of this research, an attempt will be made to answer these questions: 1) What is the state of rural entrepreneurship in Isfahan city? 2) What are the most important competitive advantages of rural entrepreneurship from the point of view of rural entrepreneurs in the study area?The current research is a quantitative-applied type of research. Also, in terms of the possibility of controlling the variables, the research is a quasi-experimental type of research, because due to the post-event nature of the research, it is not possible to control the variables completely. The statistical population of this research is the rural business owner of Isfahan city, which was identified by referring to the promotion, rural industries and credits unit, and 339 units were identified in 2022.To reveal the formal validity of these indicators and its similarity with the villages of the studied area; Academic experts in the fields of economics, social sciences, and geography were examined. After receiving their opinions, the required parts of the questionnaire were revised and a number of unimportant questions were removed. Cronbach's alpha test was used to check the reliability and reliability of the research questionnaire data. Therefore, first, a sample of 30 questionnaires was distributed in the target population, and according to the obtained Cronbach's alpha value, the final revision of the questionnaire was made and distributed to the relevant sample.The present study was conducted with the aim of investigating the effect of the effective indicators on rural entrepreneurship from the perspective of the beneficiaries with the structural equation modeling approach of the case study: Isfahan city. The title of the scales for the local variable of rural entrepreneurship was considered. In the following, to test the conceptual model of the research and investigate the effect of the dimensions of economic advantage, cultural advantage, social advantage and environmental advantage on rural entrepreneurship, while confirming the positive and significant correlation of these two variables with the Pearson correlation test, from the technique of structural equation modeling with the least squares technique approach. partial regression (PLS) was used. The results obtained from the Smart PLS software also confirmed the external test of the model (divergent and convergent validity values, Cronbach's alpha and composite reliability) and showed that the t coefficients between the main constructs of the research were above 2.58 and there was a significant and direct relationship between the two variables. Is. In general, according to the value of R2, the value of (0.867) was determined for the variable of rural entrepreneurship. As a result of achieving the indicators of economic advantage, cultural advantage, social advantage and environmental advantage, it has had a great impact on rural entrepreneurship in the study area and has had a significant impact on increasing the level of total indicators, so that 86.7% of changes in rural entrepreneurship in The studied area is predicted by four indicators.