عنوان مقاله [English]
Creativity and innovation are now becoming the main pillars of sustainable development. In this regard, rural entrepreneurship especially in tourism and ecotourism phase could help to rural economic development near the other dimension, by identifying the benefits, limitations, strengthes and weakness of rural tourism and ecotorism based on strategic planning. Although the concept of ecotourism as the ideal of Environmental Protection and Sustainable Development is based on the global current, eliminating many ecosystems, the role of human interference in the nature is more than that of natural conditions. Because of this, there is still a vulnerable stability condition without resistance. Other scholars including Carter and Caudal are in doubt about tourism and environmental sustainability; they believe that sustainable tourism, despite its obligations under environmental conditions, would not be achievable. However, some people like Butler believe that in spite of numerous investigations in this area, we must await the results and the related successful outcomes in the future. However, using the appropriate setting for the leisure environment, population is catchy. Ecotourism is able to use the increased powers of environmental cooperation, its economic impact, environmental protection, sustainable development and mobility and dynamism in the local and regional economy. Firstly, ecotourism planning, as a multi-criteria decision making problem is formulated using the SWOT technique. Therefors, the key question here is that what the appropriate strategies are in order to tourism and ecotourism entrepreneurship development in valley- rivers rural region of Tehrran proviance? For attain to this purpose, this article present the focal strategy for tourism and ecotourism entrepreneurship development in rural region by using of Survey and field studies in tow level include: Business owners and villagers, through of SWOC (SWOT) technique. Then by using of ecotourism function, a defined valley by implementing the SWOT method in several stages and overlapping atittud the centeral strategies for entrepreneurship ecotourism development in villages selected. Results showed central strategy is defensive that have 8 subset.