نشریه راهبردهای کارآفرینی در کشاورزی
پیاپی 20 (پاییز و زمستان 1402)

Livelihood diversity with emphasis on the off-farm activities and expansion of employment opportunities for different active groups in rural communities has been a successful approach in rural development. Disability is a reality that human societies should accept and consciously manage and plan for it, especially in high-risk rural environments where it occurs more often. Disability increases the burden on communities and the cost of living for rural households. This pressure is doubled when disabled people who are able to work and create value are deprived of getting a suitable job and opportunities to participate in the economic cycle are not provided for them. In the research conducted in the field of entrepreneurship, the entrepreneurship of certain groups in rural communities has received less attention from researchers and managers of rural development projects. The rural disabled people of Kermanshah province constitute a significant part of the unemployed in the province, and only four percent of disabled people in the province are employed. Dealing with the entrepreneurship category of disabled people has multiple functions in economic, social and political dimensions. The aim of present research is identifying the factors affecting the entrepreneurship of rural disabled people in Kozran district in Kermanshah Township.

The general approach of research was mixed qual-quan method and data collection method was semi-structured interview. The participants in the qualitative part were 21 rural disabled people from Kozran district and 15 managers and experts of the welfare organization in Kermanshah province. The samples were selected using the purposeful sampling method and based on the rule of data saturation. The data of the qualitative section analyzed by the grounded theory coding method and using Maxqda software. At this stage, the validity and reliability of the research was investigated using four related concepts, including the concepts of credibility, transferability, verifiability, and reliability. The used method in the quantitative part was descriptive method of correlation. The statistical sample of this part was 130 rural disabled people with employability in Kozran sector. The research instrument was a researcher-made questionnaire. Convergent validity (mean variance extracted) and divergent validity (Fornell and Larcker criteria) approaches used to check the validity and reliability of the questionaire. SPSS22 software was used in quantitative data analysis. In order to investigate the relationships between the researched structures, the method of structural equation modeling with partial least squares approach was used in the SmartPLS version 3 software.

As a result of the research data analysis, 58 concepts related to the factors affecting the entrepreneurship of rural disabled people were identified. These concepts are in the form of 15 structures and 4 main categories. Thise categories consisted of 1) the entrepreneurial competencies of rural disabled people include: commitment competence, learning competence, communication competence, and strategic competence. 2) Individual factors include utility and social identity; sense of altruism; entrepreneurial awareness and entrepreneurial personality traits. 3) Contextual factors include perceived local support; turbulences and limitations; perceived support from the family and human capital and 3) structural factors includes infrastructural-environmental factors; administrative bureaucracy and measures of the welfare organization. Also, 27 concepts related to entrepreneurship development strategies of rural disabled people were identified, in the form of five educational-empowerment strategies; cultivation and change of public attitude towards entrepreneurship of disabled people; support and material-spiritual support; diversification of the field of employment and branding of disabled products and improvement of the quality and quantity of human resources were categorized. The results showed that learning competence, human capital, turbulences and limitations, perceived support from the family and commitment competence are the most important factors affecting the entrepreneurship of rural disabled people. The findings of the quantitative model indicated learning competence with a beta value of β=0.811; human capital with a beta value of β=0.679; And turbulences and restrictions with a beta value of β=0.672 respectively have the greatest impact on the entrepreneurship of rural disabled people had the greatest impact on the entrepreneurship respectively of rural disabled people among the 15 identified factors.

Entrepreneurship of rural disabled people as a forgotten dimension of rural employment can be effective in realizing integrated rural development. In order to achieve this goal, it is necessary to pay attention to factors that facilitate the process of spontaneous employment of employable rural disabled people. This research was conducted in a mixed manner in line with this goal, and the results showed that rural disabled people and related experts have pointed out the lag of the atmosphere of rural entrepreneurship and the need to address it. Creating the basis for employment and using the talents of rural disabled people firstly requires the authorities and the rural community to believe in the possibility of employment for disabled people. Secondly, it requires finding talents and empowering the disabled, and finally, it requires the three basic dimensions of this pyramid, namely the family, officials and the disabled, to play a role and take responsibility. In this regard, reforms and institutional development of the employment of rural disabled people are the basis for the successful performance of these three dimensions. Therefore, it is suggested to update and facilitate regional laws and circulars to support the investors of the ideas of rural disabled people with a supportive approach. It is suggested to provide self-employment for rural disabled people by identifying and concluding contracts with related and potential sectors, and in case of using the potentials of disabled people in private sectors, tax exemptions, low interest facilities and subsidies for energy carriers for employers should be considered. In addition, networking and introducing the capabilities of rural disabled people in supply networks and the value chain of agricultural and rural products can be effective in developing the employment of rural disabled people.

Researchers believe that if the world's population and economy continue to grow at the current rate, the use of the earth's natural resources will exceed its capacity, and this will raise issues related to environmental protection, which is called sustainable development. Sustainable development is development that meets current needs without jeopardizing the ability of future generations to meet their own needs. Also, in a more precise sense, the strategy of sustainable development means establishing harmony between humans and between humans and nature, and it means that sustainability requires social societies to manage the environmental perspective along with the economic perspective in the progress of development and performance improvement. In addition, the serious environmental problems caused by the rapid economic development have caused them to pay more attention to the sustainable performance of companies, as well as the increasing concern about the excessive consumption of resources, environmental destruction and social inequalities, the need to achieve a sustainable economy and society. In order to achieve sustainable performance in today's turbulent and dynamic industrial environment, companies must always pay attention to the environment so that they can reduce the environmental impacts in the best way, which in addition to solving the environmental concerns of customers, reduce costs. Also manage in such a way that the price of their produced goods and services is competitive. Since sustainable development was proposed as a broad social goal focusing on the necessity of integrating and pursuing human well-being along with stopping environmental destruction. In this way, some entrepreneurs have sought to achieve sustainable development goals with the aim of integrating social and environmental goals in business. Due to the values and motivations that create these types of activities, they are often called sustainable entrepreneurship. Considering the stated contents, in this research, while addressing the effect of green entrepreneurial orientation and dynamic capabilities in agricultural and food industry cooperative companies of Mazandaran province on the performance of green innovation, the effect of this orientation on the success of these cooperative companies to achieve sustainable performance and improvement was investigated.

The research method is based on the applied research goal and in terms of the descriptive-causal data collection method, it is a survey type and in terms of time, it is a cross-sectional type. The statistical population under investigation included 1300 members of agricultural production cooperatives in Mazandaran province, according to the Karjesi-Morgan table, 297 questionnaires were distributed among the members of agricultural production cooperatives in Mazandaran province by cluster sampling method, by cooperative. 250 questionnaires collected (84% response rate), which it was the basis of the present study. The data collection tool was a questionnaire.

The research results showed that green entrepreneurial orientation has a direct, positive and significant effect on sustainable business performance (t=5.942 and β=0.266) and green innovation performance (t=6.074 and β=0.290). Green dynamic capabilities have a direct, positive and significant effect on sustainable business performance (t=7.732 and β=0.338) and green innovation performance (t=8.249 and β=0.390). Also, green innovation performance has a direct, positive and significant effect on sustainable business performance (t=8.672 and β=0.427). Finally, the relationship between green entrepreneurial orientation and sustainable business performance with the mediating effect of green innovation performance is positive and significant (t=4.680 and β=0.124). In addition, the VAF statistic is equal to 0.318. This means that 31.8 percent of the total effect of green entrepreneurial orientation on sustainable business performance is explained through the mediating variable of green innovation performance. In addition, the relationship between green dynamic capabilities and sustainable business performance with the mediating effect of green innovation performance is positive and significant (t=5.781 and β=0.167). Also, the VAF statistic is equal to 0.329. This means that 32.9% of the total effect of green dynamic capabilities on sustainable business performance is explained through the mediating variable of green innovation performance.

The purpose of this research is to determine the effect of green entrepreneurial orientation and green dynamic capabilities on the sustainable business performance, considering the mediating role of green innovation performance among agricultural cooperative companies in Mazandaran province. Green entrepreneurial orientation means focusing on the activities thatto creating economic value, improve and preserve the environment and reduce it, s negative effects. To achieve this goal, it is necessary for companies to use green entrepreneurial methods and develop appropriate training programs to train their employees and colleagues in this field. Therefore, it is suggested to the managers of agricultural cooperative companies in Mazandaran province to create an opportunity for members of agricultural cooperative companies to learn new methods and improve business performance by holding training courses in the field of green entrepreneurship and sustainable management. Also, by providing financial support to agricultural cooperative companies, guide them towards green entrepreneurial strategies. This financial support can include granting facilities or paying awards to companies that have excelled in the field of green and sustainable entrepreneurship. Green entrepreneurial orientation means focusing on creating business opportunities in the fields of environmental protection, sustainable use of natural resources, reducing environmental impacts, and providing innovative solutions to environmental problems.

Entrepreneurship is one of the effective factors in agricultural development, because it is able to play an effective role in improving the economic and livelihood situation of villages by creating new opportunities for employment and earning, evaluating the level of entrepreneurship and trying to develop and strengthen it. The process of development through providing its basic grounds is of particular importance. Since the Sistan region suffers from the inappropriate temporal and spatial distribution of water and faced with population growth, expansion of urbanization, and the development of agricultural and industrial sectors, the increase in water demand in this region is inevitable and water resources management is necessary to prevent. It is necessary to face the water crisis and possible tensions. Considering the existing capabilities of agriculture in the Sistan region, it is necessary to prioritize the factors affecting the development of entrepreneurship in the Sistan region to improve the economic status of the people in the region, and to pay special attention to economic activities in the form of agricultural entrepreneurship in the region. This study has been carried out with the aim of planning and prioritizing factors affecting the development of entrepreneurship in Sistan region.

Electra's multi-index decision making technique was used to analyze the data. This method is one of the multi-criteria decision-making methods that is capable of complex modeling in high-level systems. In this research, this method has been carried out in an 8-step process. Also, the statistical population included 45 experts from the Sistan region Agricultural Jihad Organization, and the required information was collected through a questionnaire in 2022.

The results of the prioritization of factors affecting the development of entrepreneurship in Sistan region showed that economic factors had the highest priority and environmental factors had the lowest priority. In this way, the factors affecting entrepreneurship and mastery, in order of rank, include economic factors with a mastery number of 4, educational with a mastery number of 3, psychological with a mastery number of 2, environment with a mastery number of 1, and social with a mastery number of zero.

The obtained results can be concluded that in prioritizing the dimensions and influencing factors, the economic factor has the highest effect and the environmental factor has the least effect on the development of agricultural entrepreneurship in the rural areas of Sistan. In general, it can be concluded that new plans and programs are necessary for economic development in the rural areas of Sistan, which is possible with the development of entrepreneurship and the empowerment of environmental policies. Therefore, the economic factors in the studied area have a noteworthy effect, according to the priority of the economic factors, an environment should be provided to facilitate the receipt of loans and national facilities for entrepreneurial farmers in the area.

Based on the goals of sustainable development, a new socio-economic system has emerged, which is known as the shared economy. A shared economy shares resources among people and helps to reduce negative environmental and social effects and costs. Also, the agricultural sector in Iran is prone to negative stability. Therefore, it is necessary to consider strategies to promote and implement the shared economy in the field of agriculture. This study aims to identify the barriers of implementation a shared economy in agriculture in the central plateau of Iran.

This research method is descriptive-survey and is practical in terms of purpose. The statistical sample of this research is 15 experts and farmers in the shared farming fields in the central plateau of Iran, who were selected based on judgmental sampling. In this research, based on the review of the research literature, the barriers to establishing shared farms were identified. Then, based on the opinion of the experts, the identified barriers are localized and a decision tree was formed. Next, the matrices of pairwise comparisons were formed at each level of the decision tree. Finally, the barriers were ranked and prioritized based on Analytic Hierarchy Process (AHP) method using Expert Choice version 11 software.

Based on the results of the research, the barriers to the implementation of shared farms in the central plateau of Iran were prioritized into four groups economic, social, technical, and stakeholders' barriers. Also, based on the results, in order, capital cost, lack of incentives, lack of willingness to change, lack of technology, and lack of communication platforms are identified as the most important sub-barriers to the implementation of shared farms in the central plateau of Iran.

Based on the results of the research and prioritization of the main and sub-main barriers to the implementation of shared farms, economic barriers and in particular, the capital cost, is the most important barriers to the successful implementation of shared farms in the central plateau of Iran. Therefore, it is suggested that the revenue model and the calculation of ROI are carefully calculated and estimated before the start of the shared farming process and explained to the partners. Also, considering the importance of the lack of incentives as a barrier, it is suggested that in order to promote the culture of shared farming and its successful implementation, material incentives (such as financial support and provision of facilities) and spiritual incentives (such as Appreciation of successful shared farming businesses and social incentives) should be more considered.

Business development and job creation is one of the basic needs of developing countries including Iran. Considering the growing world markets as well as the climatic and resources conditions of the Mazandaran province, the development of medicinal plant cultivation in the appropriate areas of the province can be effective in the field of development and job creation in the rural areas of the province and help to improve the conditions. This research was designed and implemented with the aim of explaining the factors related to the development of medicinal plant cultivation in Mazandaran province from the experts’ perspective in order to improve the employment status of farmers.

This research is with a quantitative paradigm and descriptive-correlation type, and a survey technique was used to collect data. The statistical population of this research included all the experts of agricultural Jihad centers in Mazandaran province (434 experts). The required sample size was determined using the Krejcie and Morgan sampling table, and the simple random sampling method was used to select the samples. The data collection tool was a questionnaire, its validity was confirmed by a group of experts in agricultural extension and education. The questionnaire was sent online as well as a part of it in printed form to the selected experts and finally 166 completed questionnaires were collected and analyzed. To determine the level of need and necessity of paying attention to each of the factors related to the development of medicinal plant cultivation and improving the employment status of farmers, Borich's needs assessment model was used.

Based on the results of the research, among the factors related to the development of medicinal plant cultivation and the improvement of the employment status of farmers, in the dimension of producers’ training, the first priority of need and necessity to pay attention from the perspective of the experts was providing training through the creation of model farms for medicinal plants.In the dimension of institutional and structural factors, among the examined subjects, the first priority of need and necessity of attention was the subject of standardization of product packaging and the subject of paying credit facilities with low interest to cultivate medicinal plants in farms took second place.

According to the results of the research and taking into account the fact that most of the farmers of the province are old and traditional and risk-averse, creating model farms and observing the possibility of cultivating medicinal plants and its benefits in the conditions of the region by farmers can lead to acceptance and development of medicinal plants cultivation, therefore, it is suggested that the planners and policy makers of the responsible organizations, especially the agricultural jihad organization, should prioritize the creation of model farms in their plans. Also, providing the necessary facilities and training to farmers by responsible organizations such as Agricultural Jihad or the Ministry of Industry, Mine and Trade, so that farmers are able to sell their products with proper packaging and appearance to the domestic and foreign markets, can lead to proper sales and income generation for farmers.

Although economic growth is not the only criterion of economic development, its importance has always been more than other indicators of development. Increasing production is another expression of economic growth. Today, productivity is considered as one of the influencing factors on the economic conditions of countries. Because improving productivity while increasing the gross domestic product and competitiveness of countries also increases public welfare. The aim of this study is to examine the effectiveness and ranking of productivity barriers in the agricultural and industrial sub-sectors in Mazandaran Province.

Material and Methods:

 In order to examine the obstacles and damages affecting productivity in Mazandaran Province, 65 questionnaires were completed by experts and senior managers of the executive bodies of Mazandaran Province in the summer of 2022. In order to estimate the results, the method of Analytic Hierarchy Process and Expert Choice Software and to examine the effect of each of the relevant criteria and sub-criteria on other obstacles from Structural Equation Medelling and Smart PLS software was used.

The normalized weight obtained from the results of the AHP for the criteria of environmental barriers, organizational barriers and individual barriers is 1.00, 0.966 and 0.983, respectively, with the highest weight corresponding to the criterion of environmental barriers and the lowest weight related to organizational obstacles. The results of the factor analysis showed that the environmental barrier hypothesis affects individual barriers and the organizational barrier hypothesis affects environmental barriers are meaningful؛

The results of the Analytic Hierarchy Process showed that low leadership skills of managers from individual barrier sub-criteria, lack of proper performance evaluation system from organizational barrier sub-criteria and incomplete performance information from environmental barrier sub-criteria are of the highest importance among other sub-criteria and and the most important barriers and damages affecting productivity in Mazandaran Province. In general, according to the obtained results, among the three mentioned criteria, environmental barriers have the highest importance from the point of view of high-ranking officials of organizations in Mazandaran province; Also, based on the results of SEM, environmental barriers are effective on individual barriers and organizational barriers are effective on environmental barriers.

Today, knowledge- based economic has become a strategic and important issue in the economy of different societies and different fields, including agriculture. Since agriculture provides the country's food security, it is important to be knowledge-based. Meanwhile, technological and knowledge-based companies in general and agricultural technological and knowledge-based companies in particular are among the institutions that operate as factories for converting knowledge into goods/services. But these companies in Iran are facing challenges and problems in the path of their growth and development. Therefore, in this research, it was aimed to identify agricultural knowledge- based and technical companies, fairs and startups’ challenges of Mazandaran province.

In order to reach these challenges, the inductive strategy, qualitative data and thematic analysis were used. Data collection was done through in-depth semi-structured interviews with 20 founders or managers of agricultural technology and knowledge-based companies and units located in Mazandaran Science and Technology Park and incubators and the incubators of technological units of Sari university of agricultural sciences and natural resources. Statistical samples were selected using the snowball method and continued until the theoretical saturation point was reached. The ATLAS. ti7.5 software was benefited for data analysis. Also, Peer review method was used to validate the analysis of themes.

The results were 151 basic themes which were determined by ATLAS.ti7.5 quality software. The main themes in this study were “challenges involved in generating ideas and formulating a comprehensive business plan (S1) ","challenges involved in establishing a company in an incubator or Science and Technology Park (S2)", "R&D and sample product production challenges (S3)", "marketing and product and company introduction challenges (S4)", "sales and market stabilization challenges (S5)", "developing new market challenges (S6) " and "market survival and competition challenges (S7)".

Totally, it is suggested that the policies and plans of the law supporting knowledge-based companies should be carefully examined and analyzed; so that they are more compatible with these technological and innovative ecosystems.

The agricultural sector, as one of the important capacities, can play an indispensable role in the economic development of a country. The use of technology in this field plays a vital role in increasing production, enhancing efficiency, and accessing global markets. Advances in emerging technologies have led to a paradigm shift in the agricultural sector. Currently, this revolution, based on digital technologies, is considered a flexible and sustainable solution for transforming agriculture. The aim of this research is to investigate technological trends and their functions in the agricultural value chain towards a successful transition to smart agriculture.

This research is practical in terms of its objective and systematic in terms of data collection. The statistical population of this study includes all English articles published in the field of smart agriculture between 2011 and 2022, available in the Web of Science and Scopus databases. In the first stage, 3257 articles were identified and entered into Vos viewer for scient metric analysis. Then, using the research question and the Prisma approach, 33 articles were selected for full-text qualitative study.

In the quantitative section of this research, using knowledge maps, the growth trend of scientific articles in this field, the determination of journals, research centers, and active countries, identification of authors with the most articles, identification of scientific networks, and evaluation of their influence were determined. In the qualitative section, the research shows that the Internet of Things (IoT) is the most important technological domain in the agricultural sector. Artificial intelligence, machine learning, big data, blockchain, wireless sensor networks, remote sensing, sensors, cloud computing, fog and edge computing, and low-power wide-area networks are classified as convergent technologies and categorized into four groups: data collection, computation and communication, data security and integration, and prediction and classification. It is expected that the generated knowledge will serve as an important basis for managers and policymakers to have a desirable impact on the strategies, policies, and development programs in the agricultural sector.

Based on the identified trends, the government, through the adoption of measures and the creation of appropriate frameworks such as the development of technical infrastructure, investment in human capital, support for research and development, encouragement of smart agriculture, financial support, and the development of guaranteed markets, can contribute to the development of smart agriculture and increased productivity in this sector. Ultimately, this can lead to sustainable development and the enhancement of the country's capabilities.

Acquiring entrepreneurial competencies by higher education graduates will increase their participation in the field of economic development and improve the welfare level of their social life. Therefore, training entrepreneurial graduates is one of the basic goals of the country's higher education system. Among the different courses, practical courses are an opportunity to develop skills and equip graduates with entrepreneurial competencies. Practical courses can provide critical thinking and problem-solving learning by combining theoretical knowledge and experimental knowledge. Therefore, the present research was conducted with the aim of investigating the role of practical courses in improving the entrepreneurial competencies of the students of Sari Agricultural Sciences and Natural Resources University (SANRU).

The general research approach is quantitative and descriptive-survey. The statistical population of the study is the students of SANRU in Ph. D and Master's degree and final year of the bachelor's course (1611 people), of which 310 people were selected as a sample by stratified random sampling method. The validity of the questionnaire was checked by the faculty members of the university and checking the Content Validity Index (CVI) and Content Validity Ratio (CVR). The reliability of the questionnaire was confirmed by using the pre-test and calculating Cronbach's alpha coefficient.

The results of the research showed that, according to the majority of the studied students, practical courses have an average effect in improving their entrepreneurial competence indicators. Individual and communication competences have the highest average and technical-specialist competences have the lowest position among the types of competences. Also, the research showed that the level of education is effective on the entrepreneurial skills of students and Ph. D students obtained a higher average skill. Among the various practical courses, the internship course had the greatest effect in improving the entrepreneurial skills of students.

The entrepreneurial competence of Ph. D students is higher and their belief is more about the effect of practical courses in improving entrepreneurial competences. As a result, although the effect of practical courses on the improvement of each dimension of entrepreneurial competencies is moderate, but this view has been strengthened with the increase in the literacy level of students. Due to being in concrete and objective conditions, the internship course has had the greatest impact on improving entrepreneurial competencies. According to the findings of the research, suggestions have been made to improve the effect of practical courses on improving the entrepreneurial competencies of students.

Entrepreneurship is a vital part of any society and a driving force for employment, growth and competition, and due to various reasons such as contributing to economic development of countries, creating innovation in the market and providing new job opportunities in any strategic plan has a high priority and has been specially considered by planners and policymakers. The purpose of this delay is to present a strategic entrepreneurship model in the agricultural tourism industry

The research method is mixed or a combination of qualitative and quantitative methods. In the qualitative section, 16 academic experts, tourism and entrepreneurship managers and experts with semi-structured interviews were collected using data foundation data theory approach. Sampling was done by theoretical and purposeful method. The statistical population were the quantitative part of business owners and tourism industry activists in West Azerbaijan provinces and the sample size was randomly selected using Cochran formula for unknown communities of 400 people. The data collection method was used by library and field methods and the data collection tool was researcher-made in a small part of the questionnaire. For descriptive statistics and structure discovery from exploratory factor analysis used SPSS25 software, for fitting the model and the relationship between variables and test the relationships between the research variables, to determine the convergent and divergent validity of the structure, confirmatory factor analysis and combined reliability (CR) of structural equations method smart pLs 4 software was used.

The final model of causal conditions (diversification of rural and agricultural economy, tendency to agricultural tourism entrepreneurship and competitiveness of small scale businesses), background category (physical and environmental infrastructure of tourism business, institutional policies and support, self-confidence and risk taking and social and cultural factors), intervening conditions (farmers' or farm owners' initiatives, motivational effects and necessary training), and the strategic entrepreneurship model has been formed in the agricultural tourism industry (networking and using relationships, management and organization and public support) which leads to consequences. The results indicate that if the strategies are implemented, it will lead to four consequences: flourishing work opportunities, income growth and productivity, prosperity and development of tourism entrepreneurship and social and cultural development.

The results of this research showed that agricultural tourism with a strategic entrepreneurial approach leads to achievements or consequences such as prosperity of business opportunities, growth of income and productivity, prosperity and development of tourism entrepreneurship and social and cultural development. Its development is important and unavoidable for the sustainable development of the country and then the economic development of the country. In case of correct implementation of strategies such as networking and using relationships, management and organization and public support, it is possible to achieve its consequences. In addition, social and cultural factors are the most effective factors, motivational effects are the most intervention factors, and public support is the most important strategy in the strategic entrepreneurship model in the agricultural tourism industry.

The existing research shows that several factors are effective in the development of innovative and entrepreneurial performance of the agricultural sector, which should always be given serious attention. Therefore, the present study has investigated the impact of open innovation strategy and feasibility on innovative performance and with the mediating role of entrepreneurial opportunities in start-ups in the country's agricultural sector.

In this research, the research method is survey-type in terms of its implementation, and applied in terms of the research objective. The field data of the research has been collected using a composite standard questionnaire. The statistical population of this research includes the managers and experts of 200 start-ups active in the country's agricultural sector, and due to the impossibility of accessing all of them, the managers and experts of 40 start-ups from 12 provinces of the country, which are specifically "in the field of production or trade of agricultural products and services are engaged in operations and activities, were selected as the statistical sample of the research. The number of participants in the research was 160 managers and experts in startups, and finally 120 complete questionnaires were collected from them.

According to the findings, the conceptual model of the research was confirmed and it was determined that in order to improve the innovative performance in the start-ups of the agricultural sector, it is necessary and important to pay attention to effectuation and choose the appropriate strategy for open innovation. Also, the variable mediating role of entrepreneurial opportunities should be taken into consideration in this context and in formulating innovative start-up policies. Among the important challenges that have been noticed in the agricultural sector in recent years are: water, mediation and brokering in the supply and supply of agricultural products, severe lack of healthy data and their processing, food health, waste of agricultural products, lack of awareness and knowledge. Agricultural operators, lack or absence of appropriate capital and financial resources and other cases; it is necessary for start-ups in the agricultural sector to innovate based on feasibility thinking and entrepreneurial opportunities in order to solve and manage them.

Agricultural tourism is one of the most popular sectors of the tourism industry. Agricultural tourism has become one of the important variables for rural development, the movement of tourists to these rural and agricultural areas has contributed to economic development and spatial development of entrepreneurship. In the contemporary world, it has changed the communication methods and lifestyle of agricultural tourists. In this regard, of course, social media provides a medium for communication because then rural areas can use it to promote rural tourism.

In terms of purpose, this research is part of applied research, and in terms of data collection method, it is categorized. The statistical population of this research is the tourists of the target villages of agricultural tourism in Khuzestan province and the sampling method is available. The face validity was calculated using the opinion of research experts and the construct validity of the questionnaire using factor analysis and the reliability of the variables of the questionnaire was confirmed using Cronbach's alpha coefficient.

The findings of this research showed that the sense of mass perceived on the route coefficient has a positive and significant effect of 26% on the way of interacting with the brand of tourist villages. Also, self-knowledge is one of the influencing variables on the way of interacting with the tourism village brand with a path coefficient of 36% on the way of interacting with the tourism village brand. The way of interacting with a villager has the greatest effect on the intention to travel to rural destinations with the path coefficient - 90%. Also, identification with a path coefficient of 60% has a positive and significant effect on the way of interacting with villagers. The intention of tourists to travel to the target villages of Khuzestan province with a route coefficient of 88% has a positive and significant effect on the development of agricultural entrepreneurship.

The results of this research indicate that the social and psychological characteristics of tourists should be regulated and analyzed in the development of rural agricultural entrepreneurship. The results of t showed that trust in the brand of agricultural tourism areas and the intention to travel to agricultural brand areas are influenced by the way of interaction with the destination brand. On the other hand, the brand of tourism destination villages is influenced by the social and psychological satisfaction of tourists, and these variables can ultimately provide the basis for the development of rural tourism in the study area. The results indicated that tourists' subjective perception of themselves has a positive and significant effect on the ways of interacting with the brand of agricultural areas of Khuzestan province. Also, the findingsshowed that the ways of interacting with the brand of rural tourism destinations have a positive and significant effect on the brand's travel intention. The results indicated that social media has changed the ways of communicating with tourists, and in this regard, it is necessary to pay attention to the values of consumers, the needs and common beliefs of tourists in the brand advertisements of rural areas, and in this regard, variables such as the sense of the perceived mass, self-knowledge, the way of interacting with the villager, self-identification should be paid attention very special.