Paying attention to the management structure in rural communities is considered one of the basic issues in the analysis of rural development issues in the country. Rural management in Iran has been one of the most important challenges for planners and experts in recent decades. The need to pay attention to rural management is more necessary with regard to new management theories, so in this research, we seek to reconstruct the meaning of rural management experience. The aim of the present study was to understand the semantic and mental system of rural managers, which was achieved using the contextual theory and semi-structured interview technique. Sampling was done in a targeted manner among village managers (members of councils and villagers from 1375-1401) of Baranjagan village in South Khorasan province, and 15 people were interviewed until theoretical saturation was reached. The text of the interviews was coded in the form of more than 200 concepts, 17 major sub-categories and one core category. The result of this research, which comes in the form of an existential category, indicates that the meaning of rural management varies over time and from person to person. This study showed that factors such as service to the people, reward in the afterlife, ambition, desire for the homeland, ethnicism, family management background, administrative influence and low education of the population sometimes lead some people to rural management. The most important attractions of the village administration, which causes some to enroll to accept this post despite all the mental, psychological and physical injuries and adverse social consequences, include being seen more and the power of words in the office. After entering the field of management, people are immediately absorbed in management groups and align themselves with the group