بررسی نقش فرهنگ کارآفرینی در تاثیر فرصت های بازاریابی نوآورانه بر عملکرد کارآفرینانه در صنعت گردشگری استان مازندران

The purpose of this research is to investigate the role of entrepreneurial culture in the impact of innovative marketing opportunities on entrepreneurial performance in the tourism industry of Mazandaran province. Based on the goals, this research is of applied research type and based on data collection and research plan, it is descriptive-survey. The statistical population is all the employees of the General Department of Cultural Heritage, Tourism and Crafts of Mazandaran province, numbering 410 people. According to Cochran's formula, a sample of 199 people was selected. which were selected by simple random sampling method. The standard questionnaire of Bator et al. (2022) was used to measure the variables. The content validity of the questionnaire has been confirmed by the supervisor and other professors. The reliability of the questionnaire was calculated using Cronbach's alpha method, which is equal to 0.891, which can be said that the current research has acceptable reliability. By obtaining questionnaires and data were analyzed using SPSS and PLS4 software. The results indicate that innovative marketing opportunities have a positive and significant impact on entrepreneurial culture and entrepreneurial performance in the tourism industry. Also, entrepreneurial culture has a positive and significant effect on entrepreneurial performance in the tourism industry of Mazandaran province.