Factors affecting the travel agencie's choice Case study: Tehran's domestic tourists perspective

This study attempts to achieve two main objectives. The first one is to identify important factors affecting on Tehran's travel agencies choice, by focusing on recreational tours. The second one is to compare important factors, with demographic attributes (such as sex, marital status, age, education, occupation and revenue).
Results relevant to first objective, using cluster sampling, by receiving 88% of distributed questionnaires among related travel agencies, as well as applying factor analysis and Freed man tests, shows that from domestic tourists perspective, there are five factors affecting on Tehran's travel agency choice. These factors respectively are: product attributes; packaged tours by travel agency; employee's service delivery; price, advertisement and finally physical evidences, as well as the location of travel agency and tourist's sources of information.
Findings for second objective, by using the t student and one way analysis of variance (ANOVA), shows that there are only sex and occupation are significant at 95 % confidence interval.