Designing a Sustainable Rural Entrepreneurship Development Model (Case Study: Coastal Villages of Sari and Miandorud Counties)

Extended Abstract Background: Despite possessing unique natural and economic potentials, the coastal villages of Sari and Miandoroud counties face numerous challenges, such as youth migration, declining employment, environmental degradation, and inefficiencies in utilizing local resources. These issues have led to reduced economic and social sustainability in these areas, emphasizing the urgent need for innovative and sustainable approaches to their development. In this context, sustainable rural entrepreneurship emerges as an effective strategy, playing a pivotal role in addressing these challenges. Sustainable entrepreneurship can serve as a driving force for transformation and progress by creating job opportunities, increasing income, enhancing public participation, activating social capital, and optimizing the use of human resources. Particularly, leveraging local potentials, such as coastal tourism and marine-related industries in these regions, offers a unique opportunity for economic and social transformation. Therefore, designing and presenting innovative and localized models for sustainable entrepreneurial development in these areas are of significant importance. This study aims to design a model for sustainable rural entrepreneurship development in the coastal areas of Sari and Miandoroud, addressing the specific needs of these regions while contributing to positive changes toward economic and social sustainability. Methods: Since this research aims to identify the components of a sustainable rural entrepreneurship model and configure these components while determining their levels of influence, it is of a "survey" type in terms of data collection. It is also classified as "non-experimental" in terms of the level of control and supervision. The research approach is a mixed "qualitative-quantitative" method, conducted in 2024. Data were collected using semi-structured interviews and questionnaires. In the first phase, a deep understanding of the issue was achieved through a systematic literature review. To localize the model according to the context and limitations of the community, components were then identified and categorized using expert opinions in the fields of entrepreneurship and rural business through purposeful sampling and the snowball technique. In the second phase, Interpretive Structural Modeling (ISM) and MICMAC analysis were used to design the intended model and establish relationships between the model dimensions. The statistical population in the quantitative section included experts, entrepreneurs, and business owners from 14 coastal villages of Sari and Miandorud, with a total of 60 individuals selected through snowball sampling. MAXQDA version 10 was used for content analysis, SPSSv23 for descriptive statistics, and Excel for ISM. Results: Fifteen influencing factors were identified in the sustainable development of rural entrepreneurship in coastal villages. Among these, individual and personality traits, marketing and commerce, and policy and legal facilitation had the highest frequency of initial codes. The ISM findings revealed that regional natural capacities and social and participatory capacities served as fundamental pillars for entrepreneurship development in coastal rural areas. These components were placed at the fifth level of the ISM model, indicating their strategic and foundational significance. Neglecting these factors could render other efforts for entrepreneurship development ineffective. Variables such as policy and legal facilitation, government support, and prevailing cultural values were identified at the fourth level. The third level included six interconnected variables: financial facilities and credits, communication and associations, the macroeconomic environment, physical infrastructure, education and extension services, and management and planning. Finally, variables such as access to technology and industries, individual and professional traits, environmental conservation, and marketing and commerce were placed at the second and first levels. The MICMAC analysis showed that most variables were in the dependent and linkage category due to their high dependence and influence in the region. Conclusion: The results of this study indicate that the sustainable development of rural entrepreneurship in the coastal villages of Sari and Miandorud counties is strongly influenced by the natural, social, and participatory capacities of these areas. As fundamental pillars of entrepreneurial development, these factors occupy the highest level in the ISM model. Their strategic importance highlights that without the provision and enhancement of these capacities, the development of other dimensions of entrepreneurship will face serious challenges. Based on the study findings, sustainable entrepreneurial development in coastal rural areas generally requires comprehensive planning and attention to the natural and social capacities of these regions. To leverage these capacities, policymakers are recommended to focus on strengthening social and economic infrastructure, such as transportation, access to modern technologies, and the development of communication networks. On the other hand, individual and professional factors, such as the personality traits of entrepreneurs and their specialized skills, play a significant role in facilitating forces at the executive level. To achieve sustainable entrepreneurial development in these areas, it is suggested to implement programs aimed at enhancing natural and social capacities, such as environmental resource conservation and increasing social interactions. Establishing marketing cooperatives, developing marketing and management skills, improving physical and transportation infrastructure, and optimizing the use of coastal tourism capacities are among the actions that can empower rural residents and contribute to the sustainable development of these regions. Additionally, access to advanced technologies, government support policies, and regulatory facilitation can pave the way for greater utilization of local resources and sustainable economic growth.