Sociological Survey of Factors Influencing Tourism Satisfaction (Case study: Foreign Tourists in Kish Island)

Document Type: Original Article


1 Department of Sociology, Islamic Azad University, Babol Branch Babol, Iran

2 Department of Sociology, Malek Ashtar University, Tehran, Iran


The purpose of this study is to do a sociological survey of the factors affecting tourism satisfaction. This study is carried out with sample group of 250 foreign tourists in Kish Island, by the survey method and the data is collected by an English questionnaire. The study uses Maslow’s Need Hierarchy Theory, Homans’ Exchange Theory, and Morton’s Instrument and Goal Theory to explain the tourism satisfaction. The findings of this survey showed that there are meaningful and positive relationships between the factors of population, economy, tourism knowledge, tourism experiences, tourism attractions, propaganda, Iran’s political situation, nationality, religion, and tourism satisfaction. The results of the multivariable analysis show that the variables of market attraction, tourists’ rights, historical attractions, and the age are the parameters that are most effective. The factors are entered into the regression equation in the field of tourism satisfaction and they could explain more than half of the changes of the dependent variable.  The study model explains more than half of the variance of the dependent variable (tourism satisfaction).  Regarding this, it seems that the theoretical model of the study, which is derived from the theories of Maslow, Homans and Morton, is a proper and efficient model to evaluate the tourism satisfaction.


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