The Motivation Analysis for Tourists Choice of Agritourism Destination: A Case Study of East Alamut, Iran

People’s increasing demand for outdoor recreation, particularly those who live in metropolis and industrial cities, has created appropriate opportunity for income generation through agritourism by villagers. However, it may cause problems regarding the change of agricultural land use, should poor management practices be applied. One of the most important factors affecting income generation through agritourism is the recognition of tourism market and motivations of tourists. This study analyzed motives of tourists affecting the choice of agritourism destination. This study was a descriptive-analytical type of quantitative research conducted by a survey. The study population consisted of 18 years and older tourists visited the East Alamut region in summer. The sample size (n=255) was determined based on tourists’ motives and factor analysis perquisites. Convenience sampling method was employed because of lack of appropriate sampling frame. Respondents determined their highest priorities and motivations such as benefit from clean air, contact with nature, relaxation, and having a good time with family in a calm atmosphere. Also this study indicated that factors such as “being with family,” “learning and spending less,” and “self-actualization and change” were the most important factors in the choice of agritourism destination by tourists.