The Relationship between Self-Concept and Decision Making for Selected the Location of a Tourist Fare on the Consumption Style of Domestic Tourists in Isfahan City

The present study aimed to investigate the relationship between self- concept and decision making for selected the location of a tourist fare on the consumption style of domestic tourists in Isfahan City.

The research method is descriptive- correlative and is an applied goal. The statistical population includes all the population of domestic tourists in Isfahan, whose number is unlimited of these, 384 people were selected using sample- based sampling method using a criterion- targeted purposeful approach. To collect data from two standard questionnaire on the eight dimensions of  Vals consumption style and the standard questionnaire of the concept of self was used. Given that the current questionnaires are standardized questionnaires the validity of the questionnaire was verifiable and formal and factor analysis, and analyzed by the statistical community and experts of the field. The reliability of the Cronbach alpha- abstract questionnaire was also calculated  the questionnaire with all this was above ./7. Indicating an acceptable level of the variables being investigated. The analysis of the non- inferential methods using structured equation modeling, variance analysis using SPSS software, Warp Pls 6.

The results of the research hypotheses showed that there was a meaningful. Relationship with the successful, experienced, innovators, builders and survivors. And the real self with the successful, the belivers the fighters and the thinkers.

The higher the actual self-esteem among Isfahan's domestic tourists, the tendency for these types of consumption decreases.