the policy of entrepreneurial opportunities in the tourism industry of East Azerbaijan province

The purpose of this study was to design a model for identifying entrepreneurial opportunities in the tourism industry of East Azerbaijan province.

The research method was a mixture of qualitative and quantitative. In the qualitative part of the research, theme analysis has been used to identify the main and secondary themes of the pattern of identifying entrepreneurial opportunities in the tourism industry. The main data collection tool in this section was interview. In this section, a group of experts is used for interviews. Sampling in this section is done theoretically; This means that the number of samples has continued until the theoretical saturation is reached. In this study, theoretical saturation was obtained in 12 people, but to be more sure, the interviews continued up to 15 people. In the quantitative part, based on confirmatory factor analysis, the validation of the main themes has been done through sub-themes based on experimental data. In the second step, based on the main themes, the structural-interpretive modeling (ISM) method has been used to design a pattern for identifying entrepreneurial opportunities in the tourism industry. The data collection tool in this section was a questionnaire. The statistical population of this section includes all managers of industries related to the tourism industry. The statistical sample size was determined using the Krejcie-Morgan table of 234 people. The research findings in the qualitative section show eight main themes and thirty-three sub-themes.

The results of confirmatory factor analysis also showed the confirmation of the main themes through the sub-themes.

the results of structural-interpretive modeling show that the model obtained at six levels of relationships between drivers of entrepreneurial opportunities in the tourism industry shows that the cognitive processes of tourism actors have been the most influential factor.