Specification and Prioritization of the Factors Affecting Foreign Tourists Satisfaction Level in Shiraz, Using Factor Analysis and MADM Techniques

Ardakani, Seyed Saeeda; Mirghafouri, Seyed Habib O Llah; Barghi, Shahin

Specification and Prioritization of the Factors Affecting Foreign Tourists Satisfaction Level in Shiraz, Using Factor Analysis and MADM Techniques

Document Type : Research Paper

Authors

seyed saeeda ardakani

seyed habib o llah mirghafouri

shahin barghi

Abstract

The Tourism industry is one of the most important resources of income for countries. Therefore, the government and the tourism agencies in Iran need to find new and reliable ways to meet the long- run goals to successfully capture whatever market share is available. Tourism planning and management, starts with the identification of factors affecting tourism development. This study attempts to assess foreign tourists satisfaction with the tourism facilities and services of Shiraz’ tourist spots, while exploring their characteristics. The factors affecting foreign tourists satisfaction were identified according to the prevailing literature and the experts’ viewpoints. Then, using factor analysis, the main factors were extracted, and by applying AHP technique, the importance coefficient of each factor was calculated. The results revealed that “The attitude of Iranian natives towards tourists”, “Iranian life style, customs, and culture”, “The safety and security” and “Difficulties with Communication”, are the main factors which their betterment can lead to a higher level of foreign tourists’ satisfaction in Shiraz.