Identifying and Explaining Factors Influencing to Success of Tourism Enterprise in Rural Area (Case of Zyarat Village in Gorgan)

Current research aimed to identify and explain factors contributing to success for tourism based enterprise in Zyarat village from Gorgan county. This applied research carried out based on survey strategy. The population of this research consisted of all owners of tourism based business in Zyarat village that 176 persons were selected through mixed sampling method. Validity of the questionnaire was established using comments of a group of researchers, experts and informants of tourism field in province of Golestan. According to calculate Cronbach's alpha (0.86) reliability of the questionnaire was confirmed. Result revealed that economical and financial needs are dominant as goals and motivations for start-up tourism based business. Findings of factor analyzing indicated that five factors namely; facilities and resources, infrastructures and services, learning and mentoring, communications and links and business management explained 80.36% of the total variances for determinants of business success.