نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
The main objective of this study is to examine the impact of communication and social media on entrepreneurial alertness and the opportunity recognition capacity of rural women engaged in tourism-related businesses in the Oramanat region of Kermanshah province. This research is applied in nature and was conducted using a survey method. The statistical population included rural women with active tourism-related businesses in the Oramanat region, and a sample of 200 women was selected through random sampling. The research instrument was a questionnaire, developed using standardized tools from previous studies. Collected data were analyzed using SPSS and Smart PLS software. The results indicated that there was no significant relationship between the use of social media and networks by rural women and their entrepreneurial alertness. However, a positive and significant relationship was found between self-efficacy and entrepreneurial alertness. Furthermore, there was a positive and significant correlation between rural women’s social interactions and their entrepreneurial alertness, as well as between entrepreneurial alertness and the recognition of entrepreneurial opportunities. Model evaluation using Smart PLS demonstrated that the employed model had a relatively good overall fit, explaining 80% of the variance in entrepreneurial alertness and 76% of the variance in opportunity recognition and utilization among rural women in this region.
کلیدواژهها English
