1. Introduction
Rural tourism has increasingly been recognized as a strategic pathway for sustainable rural development, particularly in areas endowed with unique environmental and cultural resources. World Heritage destinations possess significant potential for economic diversification, employment generation, and community-based development. The Hyrcanian Forests, recognized as a UNESCO World Natural Heritage Site, represent one of the oldest forest ecosystems in the world and provide substantial opportunities for nature-based tourism and ecotourism development.
Recent studies suggest that tourism competitiveness is not solely dependent on physical resources but also on symbolic and perceptual assets associated with destination branding. Within this context, brand-based entrepreneurship has emerged as a novel perspective arguing that entrepreneurial opportunities can be generated through destination identity, symbolic values, and tourists’ perceptions. Despite growing attention to destination branding and tourism entrepreneurship, limited research has explored the spatial mechanisms linking destination brand image, business innovation, and tourism entrepreneurship in rural heritage landscapes.
This study investigates the spatial relationship between destination brand image and tourism entrepreneurship in Si-Dasht village, located within the Hyrcanian Forest region of Gilan Province, emphasizing the mediating role of business innovation.

2. Methodology
This applied study adopted a descriptive–analytical research design. Data were collected through a structured questionnaire administered to tourism entrepreneurs, managers, and business owners operating in Si-Dasht village and surrounding areas. Based on Cochran’s formula, 260 questionnaires were distributed, of which 242 valid responses were retained for analysis.
The independent variable was destination brand image (cognitive, affective, and behavioral dimensions), the mediating variable was business innovation (product, process, and marketing innovation), and the dependent variable was tourism entrepreneurship development (entrepreneurial intention, new venture creation, and local employment generation).
Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS4. Reliability, convergent validity, discriminant validity, path coefficients, coefficient of determination (R²), predictive relevance (Q²), and bootstrapping procedures were employed.

3. Results
The measurement model demonstrated satisfactory reliability and validity. All Cronbach’s alpha and composite reliability values exceeded 0.70, while AVE values surpassed the recommended threshold of 0.50. Discriminant validity was confirmed using both the Fornell–Larcker criterion and HTMT ratios.
Structural model results revealed that destination brand image significantly influenced tourism entrepreneurship development (β = 0.48, t = 7.82, p < 0.001). Destination brand image also had a strong positive effect on business innovation (β = 0.67, t = 11.25, p < 0.001), while business innovation positively affected tourism entrepreneurship (β = 0.41, t = 6.94, p < 0.001).
Mediation analysis indicated that business innovation partially mediated the relationship between destination brand image and tourism entrepreneurship (VAF = 36.7%). Furthermore, the model explained 61% of the variance in business innovation and 69% of the variance in tourism entrepreneurship development.

4. Discussion
The findings demonstrate that destination brand image functions as a symbolic and spatial asset capable of stimulating entrepreneurial activities in rural tourism destinations. The results support contemporary destination branding theories that conceptualize branding as a strategic resource extending beyond marketing functions.
Business innovation emerged as a critical mechanism through which destination branding translates into entrepreneurial outcomes. Innovative tourism products, services, and marketing approaches enhance the ability of local entrepreneurs to capitalize on destination identity and generate sustainable economic value.
From a spatial perspective, the study highlights the role of destination branding in transforming natural capital into symbolic capital and subsequently into economic capital. Such transformation is particularly important in environmentally sensitive heritage landscapes where sustainable development requires balancing conservation and entrepreneurship.

5. Conclusion
This study confirms that sustainable tourism development in heritage-based rural destinations depends not only on environmental resources but also on branding, innovation, and entrepreneurship dynamics. Destination brand image significantly contributes to tourism entrepreneurship both directly and indirectly through business innovation.
The concept of brand-based entrepreneurship offers a valuable framework for understanding how symbolic destination assets can foster sustainable rural development in UNESCO-designated heritage regions. Policymakers should strengthen destination branding strategies, support tourism innovation, and enhance local entrepreneurial capacities to ensure long-term socio-economic and ecological sustainability.

Author Contributions
The author was responsible for conceptualization, methodology, analysis, writing, and manuscript revision.

Acknowledgements
The author gratefully acknowledges all tourism stakeholders and respondents from Si-Dasht village who participated in this study.

Ethical Considerations
Participation was voluntary and informed consent was obtained from all respondents. Confidentiality and anonymity were maintained throughout the research process.

Funding
No external funding was received for this research.

Conflict of Interest
The author declares no conflict of interest.