Analysis of Factors Affecting Cultural Tourism Development in Shiraz Metropolis

Today's world is based on competition, which includes the tourism industry and various destinations. Therefore, nowadays, tourism destinations are strongly seeking to gain a competitive advantage and are based on creativity and obtaining maximum benefit from their potential. The present study was compiled to identify and analyze the factors affecting the development of cultural tourism in Shiraz and emphasizes literary attractions, which are a subset of cultural tourism. The research method is descriptive and applied. The statistical population of the research includes tourism and urban experts. After necessary analysis, the sample size was determined to be 138 people. The data collection method is a questionnaire tool, and to check the descriptive statistics and the existing situation, SPSS software was used. Smart-PLS software was used to analyze the collected data and discover the impact of each cultural tourism component. According to the findings of structural equation modeling analysis in determining the contribution and prioritization of cultural tourism development components in order to achieve a suitable model, it showed that administrative-institutional components with a standard coefficient of 0.838, accessibility and infrastructure with a standard coefficient of 0.786, physical-environmental factor with a standard factor of 0.341, facilities component with a standard factor of 0.180, and finally, the component of resources and cultural-literary attractions with a standard factor of 0.147, respectively, have the first to fifth rank and the highest important in the development of cultural tourism in Shiraz. So, the analysis of the findings shows that the administrative-institutional component is prioritized in cultural tourism development in Shiraz. It is necessary that, in the first place, the relevant authorities review and modify the existing management structures by emphasizing its indicators, which include budget allocation, investment and participation of the private sector, pricing, human resources, and the participation of non-governmental organizations in line with take steps to realize this component