Importance - Performance Analysis Assessing supply and demand's perception of tourism development using (case study: village of Sulaghan)

Tourism industry basically is a new source of revenue in developing countries, a social activity, big business and of the most important world's economic sectors which its human-oriented in both supply and demand sides shows the importance of studying and considering people' perception in it's planning. Despite the importance of this issue, only one side's view and perception (in particular the supply side) has been paid in most of tourism researches.
Tehran as a metropolitan city surrounded by some touristic villages. Village of Sulaghan as the most one boasts pleasing weather rural suburbs considered by Tehran tourists. Tourism in this region could be found in various forms including nature - based, construction of villas, second homes, climbing and religious tourism. Since the perception of supply and demand sides is essential for successful tourism development planning, preventing of causing and increasing problems of tourism growth, the present study seeks to answer two main questions:1- Hat is the perception of local residents and tourists about the development of tourism in village of Sulaghan?
2-How much is the importance - performance of tourism development indicators in local residents and tourists perspective?
Methods and Material: In this research, dimensions and indicators of tourism development are extracted from previous research and theoretical base including economic, socio-cultural, environmental, physical and general dimensions. The tool for collecting of required data is a self-administered questionnaire. The present research has used "IPA (Importance-Performance Analysis)" method in IBM SPSS.22 to examine the perception of local community (as supplier side) and tourists (as demand side) about tourism development in the village simultaneously. The statistical population consists of two groups of local residents of the village and those who visit this destination (tourists). Since the number of both statistical populations is not precisely determined, in each statistical society, 30 questionnaires are distributed and the size of two samples is determined using the collected data and sample size determination formula.

Results And Discussion

demographically, 59.8% of locals are male, 28.5% aged 40-49, 63.6% had an imcome of 1-2million Toman and 17.5% have been living in the village for over 20 years. In the second sample (tourists), 59.4% of tourists are male, 29.0% aged 30-39, 45.5% visited twice, 45.9% visited for recreation and 81.7% were citizens of Tehran.
Analysis of the results of 239 questionnaires of local people and 148 questionnaires of tourists illustrate that in local people point of view, among the 5 dimensions, economic dimension has the most of importance and performance average and the least difference between its importance and performance. Environmental (2.58) and public (2.06) dimensions had the greatest amount of difference. concerning the importance, economic had the most (4.34), then environmental (4.25), socio-cultural (4.20) and finally general (4.18) and physical (4.18) dimensions.
In opinion of demand side, security (average: 4.90), natural attractions and hospitality (4.83), health local restaurants (4.82), transportation quality (4.81), recreation facilities (4.81), environment sanitation (4.81) and finally cost-effectiveness of recreational tourism services (4.80) are the most important dimensions. However, such features as recreational facilities, transportation quality and access to village, tourist guide information, possibility of visiting of the rustic texture and cleanliness of nature have the most amount of difference between their importance and performance.


paying attention to demand and supply sides are vital in rural tourism development as an important part of tourism industry. The results provide valuable information on supply and demand's perceptions of Sulaghan tourism development's current situation. Likewise, in developing countries, the first and most important reason for tourism development is to benefit from its positive economic effects. A debatable result of the economic dimension is the local population's dissatisfaction with the increasing of property value. The idea is that increasing the value of properties is not a high priority for people, but the performance of this indicator is more attention; more clearly, people are dissatisfied with the jumping properties price in the village due to tourism growth. In addition lack of tourism management causes the environmental and socio-cultural challenges in Sulaghan. Considering the capacities and potential in rural areas and the adoption of environmental protection policies and strategies along with wise planning and management of tourism tends to be a suitable basis for sustainable development.
Generally some of suggestions like improving the rural environment and transportation (roads) situation, controlling the illegal constructions, maintenance of traditional village texture and improving the situation of all indicators that their distance of importance and performance is high, can increase the quality of visiting and the competitiveness of rural tourism in Sulaghan.

Article Type:
Research/Original Article
Geography and Development Iranian Journal, Volume:16 Issue: 51, 2018
175 - 196  
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