A Study of the Share of Social and Cultural Capitals in the Tendency to Tourism in Two Sites: Persepolis and Hafezieh in Shiraz

Tendency to tourism is one of the most important research areas in tourism. Understanding why people travel and what factors affect behavioral tendencies in the selection of a tourism destination can help solve many of the problems facing the tourism industry. Among the factors that may influence the level of tendency to tourism andboost it is capital، which، in spite of its importance، has received little attention. In the present paper، first، the share of social and cultural capital in the tendency to tourism was analyzed، and، second، the share of these two factors was compared. It was a qualitative research with survey method. A researched-made questionnaire was conducted on a sample of 400 respondents in two sites of Persepolis and Hafezieh in Shiraz. The findings of the research indicated that there was a significant relationship between social and cultural capital and the level of tendency to tourism and its dimensions. The total direct and indirect impact of social capital was at 0. 33، which compared to 0. 29 proportion of cultural capital، it can be concluded that the social capital has a greater effect on the level of tendency to tourism.