Investigating the role of educational and social factors affecting the development of saffron business clusters in South Khorasan province

The present research was conducted with the aim of investigating the role of educational-promotional and social factors affecting the development of saffron business clusters in South Khorasan province. The statistical population of the research consists of managers, assistants and marketers of saffron processing centers and saffron sales centers of saffron business clusters in South Khorasan, whose number is 987 people. The sample population was equal to 278 people, and the necessary information was collected using a questionnaire. SPSS and AMOS software and structural equation analysis were used for data analysis. The inferential findings of the research showed the complete compliance of the measured factors with the existing theoretical models and the complete consistency between the theoretical constructs and the experimental constructs of the research. Accordingly, the educational role of promotion in the theoretical model was confirmed in ten dimensions and the social role of promotion in five dimensions in the final models. In the educational sector, the most important items affecting the development of saffron business clusters are "holding specialized seminars and familiarizing investors with the capacity of saffron", "establishing internal and external exhibitions to display saffron products" and "using virtual networks to advertise saffron products." " and in the social sector, the most important factors affecting the development of saffron business clusters are "creating culture about the place of saffron in the household food basket" and "investment risk for saffron product".