Importance- Performance Analysis of Irans Historical Site's Features from Foreign Tourists View Point (Case Study Ali Qapu And Jame Mosque of Isfahan)

The tourism industry has expanded rapidly in recent years, despite the unique capabilities such as historical and natural attractions abound in Iran information and statistics indicate lack of success this industry in Iran. It seems that one of the reasons for this is lack of attention to the needs and preferences of the tourists. This study aimed to investigate the importance – Importance features of Ali Qapu, and Jame Mosque of Isfahan from tourist's point of view. For this purpose, a questionnaire consisting of 21features of historic sites, designed to measure the importance and performance of each features and then among foreign tourists and visitors to the sites were distributed. Data byusingsoftwareSPSS19 by important –performance Analysis (IPA) and t-test were analyzed. In terms of objective, the research is an applied research, and in terms of the data collection it can be classified as a descriptive survey. The results show that cleanness, suitability of bathrooms, multilingual /direction signs, quality of written information, provision of maps related to site had high importance but the sites had low performance of its, while the ease of buying tickets, ticket price, historical sites uniqueness and architecture, security and individuals’ attitudes towards tourists, scenery or view around the historical sites had high importance and high satisfaction for the tourists.