An Analysis on Satisfaction Level of Flower and Plant Tourists in Arriving Peak Times to Mahallat Township

Today, tourism is one of the first activities to create job opportunities and earn income in the world; this activity is accelerating and has gained leading status in recent years. Tourism industry is divided in several forms which one of its branches is Agritourism. Agricultural tourism as one of the successful recreational activities has become a suitable alternative for development of rural and undeveloped areas. Identification of tourism susceptible areas is one of the main prerequisites for tourism planning and development. Mahallat township enjoys leading and great attractions include farms and gardens of flower and plant breeding, festival of flower and plant, garden alleys and so on which can make suitable grounds for tourism development. Planning and developing of agritourism in Mahalat township require attention to various aspects of it which tourists satisfaction is the most important one.
This study aim to identify affecting factors on agritouists satisfaction level in Mahalat Township which has visited tourism attractions in Shahrivar month. This research is descriptive- analytical and applied one. In this study due to lack of available statistics about tourists, estimated method have been used for determining the sample size and 153 questionnaires were distributed among the visitors at the specific time. To analyze data factor analysis were used. Factor analysis results showed that the highest satisfaction of agritourists belong to agritourism attractions and it’s components such as exhibition and the festival of flowers and plants, garden alleys, farms and gardens of flower and plants breeding, natural landscapes, climate and historical attractions and services factors and it’s components which totally explain 45 percent of variables variance. The lowest agritourists satisfaction belong to advertising and its components as well as infrastructural factor which explain 11 percent of variables variance. Investing in infrastructure supplies and advertising can make positive effect on development of flower and plant tourism in Mahallat township, so it is suggested to focus on said criteria in tourism development plans.