Identifying the key factors of tourism development in Ardabil

Tourism is a dynamic, diverse and income-generating industry in which communities seek to take advantage of the many opportunities and benefits that come with it in order to determine the relative well-being of the present and future of their inhabitants. One of the most important methods is to identify the factors affecting tourism development. The city of Ardabil is no exception to this rule and the main purpose of this study is to identify the key drivers of tourism development in Ardabil. The present study is applied in terms of purpose and exploratory in nature. Library and field methods have been used to collect data. The statistical population of the study is experts familiar with the tourism industry of Ardabil, which 10 people were identified and questioned as a statistical sample of the research by snowball method. To identify the main factors of tourism development, content analysis (CVR) method and to identify key drivers, structural analysis method in the form of MICMAC software has been used. The results show that the factors of human resources, health services, education, specialized management, sanctions, competitiveness, planning and diversification are the key drivers of tourism development in Ardabil and that among the mentioned factors, the factor of competitiveness, has a strategic role in the development of tourism in Ardabil, therefore, it is necessary to have priority in planning.