Analysis of market sociological factors on sustainable tourism (case study: Bushehr city)

Tourism is a category that has existed for a long time with its own forms in human societies and hasgradually evolved through historical stages until the present day. There is commercial tourism in Bushehr city.The statistical population related to this research includes all citizens over 18 years old and under 60 years oldin the city of Bushehr, as well as organizations active in the field of tourism in 1402, the number of citizensaccording to the latest housing census of Bushehr city is 275,678. to be (Housing Population Statistics System,1402). The statistical sample was 381 people using Cochran's formula, who were selected as available. Theresearch method is descriptive-correlational in nature and practical in terms of purpose, and researcher-madequestionnaires were used to measure the research variables. Data analysis was done with the help of SPSSsoftware and hypothesis testing was done with structural equation method available in SmartPLS software. Theresults of this research showed that the factors affecting sustainable tourism in Bushehr city have beenconfirmed in terms of theoretical analysis, and the standardized regression coefficient of the effect of marketsociological factors on tourism in Bushehr city as a dependent variable is equal to 0.141. The coefficient ofdetermination (R^2) for the variable of influence of market sociological factors on sustainable tourism inBushehr city and its components is equal to 0.177 and also the t values related to the variables and componentsare more than the basic and standard value of 96. is 1 and it is significant at the level of 0.05, and according tothe R2 values, it can be mentioned that among the variables, the greatest impact is related to the commercialmarket and stores from the components of the sociological factors of the market, and the least impact is relatedto demographic power.