Prioritization of the Influential Factors on European Tourist's Evaluation of the World Heritage Site of Naghsh-e-Jahan in Isfahan

Today, world heritage sites have found special importance in the world, and tourists value these sites highly. This study tries to determine and prioritize the factors that matter for European tourists visiting these sites.Using convenience sampling, a number of 207 questionnaires were distributed among European tourists visiting Naghsh-e-Jahanin Isfahan during Farvard in – ordibehesht of 1391. Results of SEM analysis recognized all the four factors of “service experience”, “service quality”, “monetary costs” and “nonmonetary costs” to have positive significant influence on their overall evaluation index. Also, the factor of “service experience” was shown to have the first priority in the opinions of visitors.