Pattern recognition and the role of social cohesion and social norms related aspects (Case study: residents and tourists to the province)

Norms, as one of the concepts of the Social Sciences, underlie and provide social order. Therefore theyrequires a particular attention. By norm, we mean a rule, principle or methodthat is applied in activities. The word norm terminologically has taken the meaning of a rule and principle that must regulate the leading and guiding of human behavior. In this paper we follow these questions:What characteristics does thepattern of social norms have in Mazandaran coast?And to what extent can Social Cohesion and its aspects explain the changes in adherence to norms? In the social norms section as a dependent variable, we have used Elster’s theory (1989) for a better explanation of the concept of norm, and in the independent variable section we have taken aid fromChalabi’s theory. The information necessary for this research methodologically has been gathered by surveys and questionnaires among 600 tourists and inhabitants of Mazandaran who had been chosen with the multi-stage cluster sampling method. To verify the credibility of the questionnaire, face and structural validity, and for questionnaire validation, Cronbach's alpha has been used. The result of the research shows that the aspects of “belonging to society”, “feeling of friendship” and “national identity” have the most influence on the dependent variable,that is, commitment to social norms, with the standardized coefficients of0.27, 0.20 and 0.13, respectively, and that the aspect of “intragroup trust” has not shown a significant relation to adhesion to norms.