Investigation Effects of Variety Seeking and Novelty Seeking on Tourist's Revisit Intention: studying Tehran's tourists

The tourism industry is one of the most important phenomena of this century that success in this filed need to be studied tourists and their behaviors. In this study، in order to investigation process of the return of tourists and identify tourists behavior in Tehran، we intend to study effects behavioral variables such as variety seeking and novelty seeking on revisit intentions in the short، medium and long term. These variables is considering as factors influencing on return intention. This paper is applied and descriptive. The sample size were calculated 390 individuals based on Morgan table. This sample selection method was based on simple and available sampling method. For data collection is used questionnaires that by Cronbach''s alpha and factor analysis، the reliability and validity was assessed. The conceptual model were examined by path analysis and structural equation model. The findings indicated significant differences between revisit intentions at different intervals according to novelty seeking and variety seeking. In short term، these variables deal to people wouldn’t like to revisit from the destination، but، effects of these variable on revisit intention will decrease in long term.