Analysis of the Factors Affecting the Willingness of Tourists for Tour-based Rural Trips: A Case Study of Rural Tourists in Maragheh County

The tourism industry is a complex issue which encompasses various components. Tour operating is one of these components which can play an important role in the development of tourism industry because of its connection with residential centers, restaurants, transportation as well as experiences and learnings on tourism destinations. This research aimed to identify the factors affecting the willingness of tourists for tour-based rural trips in Maragheh county. In this study, the data were collected using a questionnaire. The statistical population of the study included the tourists that had traveled to the villages with a high tourism capacity in Maragheh county in 2016. Of these, 200 people were selected using a convenience sampling method. The results of the exploratory factor analysis indicated that people's willingness for tour-centered rural trips is influenced by certain factors sequenced in terms of importance as follows: " a safe environment for family and proper nutrition", "entertainment and security during the trip", "discipline and explicit and appropriate travel plans", "appropriate vehicles and their on-time service", "incentives and privileges of the agency", "an environment for the unmarried”. These six factors explained 65.17% of the variance of willingness of tourists for tour-centered rural trips.