Document Type : Research Paper

Authors

• Seyed Mojtaba Mahmoudzadeh ¹
• Esmaeil Ghaderi ²
• Danial Khalaj ³

¹ faculty member of Allameh TabaTaba'i university

² Associate Professor, Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

³ tourism management،Allameh Tabataba’i University،tehran،iran

Abstract

The present research was conducted with the aim of knowing the motivational factors affecting the demand for literary tourism in Iran by using the theory of push and pull motivational factors, the ranking of the motivational factors affecting the demand for literary tourism, has been discussed.
This research is practical in terms of purpose and descriptive-survey in terms of method. The structural equation modeling method was used to analyze the data. The main tool for data collection was a questionnaire. The questionnaire was distributed among the domestic and foreign literary tourists, using non-probability random sampling.
The results of the surveys showed that the driving factors, the highest average is related to psychological factors. Among the tensile factors, the highest average is associated to intangible factors. In general, psychological factors have the highest average and search factors, intangible factors, tangible factors, physical factors and social interactions have the next ranks respectively.

Keywords

• motivation
• . push factors
• . pull factors
• . demand
• . literary tourism

Main Subjects

• Consumer behavior