examining the impact of cultural factors on rural entrepreneurship development: an integrated conceptual model for the eastern zayandeh rud region isfahan, central iran

Purpose: this research examines the influence of cultural factors on the development and sustainability of entrepreneurship in rural areas, focusing on the eastern border of the zayandeh river, isfahan. methods: using qualitative analysis and semi-structured interviews with 40 key stakeholders (rural entrepreneurs, local managers, rural business experts, and trainers), four main factors were identified: 1) resilience, 2) gender equality, 3) strengthening and preserving local identity and indigenous resources, and 4) positive beliefs and attitudes of the local community towards entrepreneurship and economic opportunities.result: the results show that the resilience of entrepreneurs in addressing economic and environmental challenges is critical.. moreover, reducing cultural barriers to gender equality can help increase participation and innovation among female entrepreneurs. furthermore, the importance of local identity and indigenous resources is clearly evident, showing that the use of indigenous knowledge and cultural heritage can lead to sustainable business practices. finally, the positive attitude of society towards entrepreneurship can help create a supportive environment for new businesses.conclusion: to achieve sustainable entrepreneurship in rural areas, a comprehensive approach, including education, financial support, and local policy, is needed. these solutions are necessary to improve economic conditions, preserve cultural identity, and strengthen social solidarity in rural areas, ultimately leading to a resilient and dynamic rural economy.