Identifying Factors Affecting Domestic Tourism Demand in the Geographical Area of Tehran with Demetel Approach and Theme Analysis

The main purpose of this article is to identify the factors affecting the domestic tourism demand in Tehran with the Dimtel approach and content analysis. The method of conducting research is mixed (qualitative-quantitative). In order to conduct this research, in addition to the documentary study, the content analysis technique with MAXQDA12 software was used to identify the factors and components. The statistical population in this study was all experts in the field of management and cultural planning, tourism, which after the interview was 11 theoretical saturation and all interviews lasted between 60 to 85 minutes. In addition, semi-structured interviews with university experts and specialized physicians in 1399 were conducted in the form of open, pivotal and selective codes, and the Dimtel technique was used to determine the effectiveness and effectiveness of the components. According to the semi-structured interviews, 269 concepts and 66 open codes were extracted for the factors affecting the domestic tourism demand in Tehran, which finally included 6 dimensions (social services, welfare and advertising services, economic services, cultural and religious services, services Tourism and educational services) were extracted as the main factors for domestic tourism demand in Tehran. Then, according to the pairwise comparison questionnaire to identify the effective and influential components, it was determined that the components of tourism services, welfare and advertising services, social services and cultural and religious services, respectively, and the dimensions of educational services and economic services are affected, respectively.