An Analysis of the role of Iranian Traditional Markets in Attracting Foreign TouristsCase study: Tehran Grand Bazaar

Playing a critical role in developing cities and achieving sustainable development, Tourism is one of the most dynamic economical activities in the contemporary age. Panzdah Khordad Traditional Market located in the City of Tehran is one of the important tourim attractions of Iran. Having different economic, architectural and cultural attractions, Tehran Grand Bazaar has always played an important role in attracting tourists. This paper aims to analyze the role of the market attractions in attracting forein tourists. It has been done by using descriptive analysis method. The study population includes foreign tourists who have visited Bazaar from 22 May to 23 August 2015. A 200 sample was selected using convenience sampling method. Gatehered data was analyzed by applying independent one sample T-test, Pearson and Linear Regression Tests. Results indicate that quality of economic (Mean 3.47) and architectural (Mean 3.19) attractions were the most attractive and satisfying attractions for tourists. The results also indicate that cultural-artistic (Mean 2.87) and secondary elements (Mean 2.96) were the less attractive attractions for mentioned tourists. Due to the Pearson and Regression Tests, there is a meaningful positive relationship between Tehran Grand Bazaar attractions and attracting foreign tourists.