Analysis of the Role and push and pull Factors in the Development of Religious Tourism in the Holy City of Qom

The main motivation concept in understanding consumer behavior and tourism destination selection is introduced. In fact, by recognizing the behavioral system and the demand for tourism that derives from the motivational factors of the journey or the same factors as pulling and pushing, You can plan the tourism spatial system according to existing demand. The purpose of this study was to investigate the effect of pulling and pushing motivational factors and prioritize them in the development of tourism in the holy city of Qom. The purpose of this research is applied and the method is descriptive and field. The study population had traveled to Qom tourists in spring and summer time limit is 95; Due to the limited number of samples were determined by 384 questionnaires were distributed among them. Data and information are collected in both library and field. Also, for analyzing data, one-sample T-test, Ajomin Friedman and exploratory factor analysis were used. The results showed that the push factors more effective than pull factor in the development of the tourism industry in the city of Qom. The results of exploratory factor analysis as well as a new component " faith-seeking-self-development " and components "religious and cultural attractions" To pull factor has been introduced. Eventually it became clear components a " faith-seeking-self-development" "being with family" and "escape and relax" in the push factors, "access" and "Religious culture" pull factors, These components are the priority needs of the tourist's motivation.