Regeneration of the Culture of Rural Areas of Iran in Order to Direct the Communication of Villagers with Urban System with the Approach of Sustainable Rural Development

Purpose- The aim of this study is to upgrade the capabilities in cultural field to direct the communication of villages with urban system to reinforce the sustainable rural development. In this way, the necessary grounds should be provided in the villages so that the population density and variety of activities and sufficient facilities for education and accumulation of wealth, etc. reach a certain level in order that sustainable rural development is formed through recreating the culture of rural areas in villages.Design/methodology/approach- The present study is conducted with applied purposes using the descriptive-analytical method. For data collection, field survey was performed using a questionnaire tool and data analysis method was performed using SPSS software. Statistical population includes 74 villages of the cities of Khoramabad, Kermanshah, Tabriz, Shadgan and Shiraz. Using Cochran formula, sample size was determined 380 households from selected villages and sample selection method is random.Findings- Data analysis was done through factor analysis and cluster analysis tests and the results of this study, based on the factor analysis method with correlation coefficient of over 5% between the research variables, indicates that, three (socio-cultural, economic and environmental) factors explain 73.629% of variance and show the satisfaction of the factors and the field of research. Using hierarchical clustering analysis (WARD) have been estimated as cluster 1: socio-cultural developed, cluster 2: economic developing, and cluster 3: environmental less developed and ANOVA analysis with a significance level of less than 0.05 indicates the existence of significant relationship between clusters in all four components of cultural regeneration and communication between urban and rural, socio-cultural, economic and environmental criteria.Research limitations/implications- One of the problems ahead of this research was the different cultural levels of people of the study area, which was a kind of requirement for certain conditions and behaviors, without which there would be no misunderstanding.one of the most important limitations of this research is the lack of cooperation of relevant organizations to provide studies on cultural changes affecting rural-urban areas.Practical implications- Among the practical solutions, the following can be mentioned: provide patterns and solutions for cultural development and sustainable development based on culture and socio-cultural attachment for regional development projects.Originality/value- This study encompasses many innovations including careful review of cultural relationships with rural-urban communication patterns and the effects of sustainable rural development on both of them.