Positioning Iran's Historical Sites from the View Points of foreign Tourists by Perceptual Mapping

Increasing demand of tourists to visit natural attractions, historical sites, cultural and religion places provides a fertile ground for the development of tourism. Having unique capabilities, such as a plenty of natural and historical attractions, Iran is able to develop tourism. To gain more tourism, there is a need to identify the strengths and weaknesses of these capabilities. This study aimed to positioning of Iran's historical sites By important /performance analysis and perceptual Mapping approach from tourist's point of view. In terms of objective, this research is an applied research, and in terms of the data collection it can be classified as a descriptive survey. Statistical population is foreign tourists who have visited each of the three historical sites, i.e. Persepolis, Ali Qapu, and Jame Mosque of Isfahan. Based on literature overview, a questionnaire of 23 features related to historical sites is designed to evaluate the importance and satisfaction related to the site. Data analyzed using SPSS16 and the perceptual map drawn using MATLAB(R2009a). Using Exploratory Factor Analyses, features classifies in seven key factors. Utilizing Importance –Satisfaction Analysis, the perceptual map of the three sites was drawn. The results show that the position of these sites is almost alike. Both hygienic and information factors are main weaknesses of the three sites, while the attractiveness of the sites and accessibility factor are the strengths of the sites. Also, all the three sites have weaknesses in eating and resting, and music factors.