Analysis of ecotourism indicators with emphasis on rural entrepreneurship approach (Case: ecotourism villages in Kohkaloieh &Boyer-Ahmad provinces)

Introduction
In today's era, many socio-economic planners believe that ecotourism as one of the important strategies in sustainable rural development is at the center of attention of thinkers, development assemblies, and governments' agendas. Ecotourism with an entrepreneurial approach also provides the possibility to discover local habitats and wildlife and praise/respect traditional cultures and local rituals. Local communities will also be strengthened in the protection of these resources by being aware of the commercial and social values of their natural and cultural heritage. Therefore, the approach of ecotourism and entrepreneurship, among the important strategies in sustainable rural development, has been at the center of the attention of thinkers, development assemblies, the agenda of governments, and global communities; Because rural entrepreneurship, especially in the field of tourism and ecotourism, can contribute to rural economic development along with other dimensions by identifying the advantages, limitations and strengths of tourism and rural ecotourism based on appropriate strategic planning. It is of special importance for its development and strengthening in the process of rural development; Therefore, the current research aims to analyze the status of entrepreneurial ecotourism indicators in the ecotourism villages of Kohgiluyeh &Boyer Ahmad province.
 
Methodology
The current research is applied in terms of purpose and correlational from descriptive-analytical in terms of context. Also, data collection is a combination of a systematic review of library resources, field studies (surveys) using interviews and questionnaires, and analytical and software processes. The approach governing the research is the mixed method. The quantitative part is descriptive in terms of describing the characteristics of the target community and examining the model of sustainable development of ecotourism with the approach of rural entrepreneurship in Kohgiluyeh &Boyer Ahmad province, and its analytical because of determining the type of relationship between ecotourism
and entrepreneurship variables. By comprehensively reviewing the theoretical literature related to the research and using the content analysis of the available sources (documentary method), the main indicators of ecotourism with the approach of rural entrepreneurship were identified. The statistical population included all rural families in ecotourism areas (203,700 people); taking into account the probability of falling, the statistical sample in quantitative data consists of 281 households that were selected by stratified random sampling and the unit of measurement was the head of the household. The tool for gathering information is a questionnaire made by the researcher and includes two types of general and specialized questions. Data analysis was done using t-test and Friedman statistical tests.
 
Findings
The empirical findings of the research have been analyzed in three sections: individual characteristics of the research samples, descriptive findings, and inferential findings. Descriptive findings of ecotourism development indicators based on rural entrepreneurship showed that the variable of ecotourism development based on rural entrepreneurship currently consists of 6 dimensions (economic, social and cultural, environmental, institutional and managerial, infrastructural and technical, and individual and psychological dimensions). The average of all dimensions is less than the theoretical middle of 3. Also, the highest average belongs to the individual and psychological dimension is equal to 2.80, and the lowest average also belongs to the infrastructural and technical dimension is equal to 2.62. The low average in the indicators of each dimension showed that the current state of ecotourism development is not a suitable state in which ecotourism has low financial and economic support, access to training, advice, and experience; Environmental compatibility is not considered in ecotourism; Little attention is paid to institutionalization and networking in ecotourism, and communication and information technology and technical skills and knowledge are at a low level.
The results of the t-test in the indicators of the economic dimension showed that in all the indicators, the real average of the total opinion of the respondents is smaller than 3 which is the Moderate to low level. The most developed indicator is "prosperity and growth of the local economy". In social and cultural dimension indicators, the real average is smaller than 3 in all the indicators which is the Moderate to low level. The most developed indicator is "decreasing migration". In the indicators of the environmental dimension, in all the indicators, the real average of the opinion of all the respondents is negative and smaller than 3 which is the Moderate to low level. The most developed indicator is "management and use of environmentally compatible local resources". In the institutional and managerial dimensions, the results showed that in all the indicators, the real average of the total opinion of the respondents is smaller than 3 which is the Moderate to low level. The most developed indicator is "management and leadership". In terms of infrastructure and technical indicators, all the indicators are negative and smaller than 3 which is the Moderate to low level. The most developed indicator is the "development of communication and transportation ways". In the individual and psychological dimension indices, in all indices except for the prospective index which is at the average level, the real average opinion of all the respondents is negative and smaller than 3 which is the Moderate to low level. The most developed indicator is "foreseeing".
 
Discussion and conclusion
Ecotourism with an entrepreneurial approach, as an emerging and expanding trend at the global level, and as a business model in local communities. and rural areas are used to aim at sustainable development and environmental protection on the one hand and the other hand, creating new economic opportunities in the field of tourism; However, according to the results obtained from the survey method in the studied area, the most important problem in ecotourism with an entrepreneurial approach in the villages of the province is being unknown the subject of ecotourism with an entrepreneurial approach which is considered as one of the obstacles to the expansion of ecotourism culture. Also, the findings show there are gaps such as low financial and economic support for ecotourism in the region, low level of access to education, advice and experiences, lack of attention to environmental compatibility and institutionalization and networking in ecotourism, low level of communication and information technology, and technical skills and knowledge; Therefore, the current situation of ecotourism with an entrepreneurial approach in the ecotourism villages of Kohgiluyeh &Boyer-Ahmad province is unfavorable.
Considering the problems of the region under study in the field of entrepreneurship-oriented ecotourism development, to promote ecotourism and proper marketing, it is possible to create a website and online presence, use social media, produce attractive content, cooperate with local suppliers, advertisements, and conferences. To develop local partnerships and promote the regional economy, encouraging local shopping and consumption, developing local industries, training, and promoting local skills can be useful. It can pointed out that to develop access to education, consulting, and ecotourism experiences based on rural entrepreneurship, it is possible to create educational centers, provide advice, create networks and communications, promote and train, hold events and exhibitions, create partnerships and interact with organizations, advertise, and create educational local areas.