The role of mass media in the development of sustainable tourism (Case Study: Amol City)

The present study aimed to investigate the role of mass media in the development of sustainable tourism in the Amol City. Data collection has been done by questionnaire which its validity was confirmed by relevant experts and specialist and reliability of the questionnaire was validated by Cronbach's test with 0.74coefficient. Data analysis was done using descriptive statistic (frequency, net percentage, etc.), inferential statistic (one sample t test) and SPSS software. The findings indicate that there is a relation between the level of access to the mass media, cultural influence, media advertising, and access to amenities (Audiovisual). Results showed that in the study area considering distributed field works between tourists, mass media had an effective role in the introduction and development of sustainable tourism of that area.