Investigating Impacts of Tourism on Subjective Dimensions Quality of Life: The Case of Tourism Target Villages of Marvdasht County

This research was conducted aimed at investigating the impacts of tourism on residents' subjective quality of life in tourism target villages of Marvdasht county. The statistical population of this study included 170 heads of households living in the tourism target villages of Marvdasht County, who were selected by simple random sampling method and based on Cochran’s formula. The data gathering tool was a researcher-made questionnaire which its validity and reliability were confirmed. In order to analyze the data, exploratory factor analysis and Morris model were used. The finding of factor analysis showed that the components including cost, local livelihood and asset explain 61.27%, 58.77%, and 58.06 % of total variance of economic dimension of subjective quality of life, respectively. Also social dimension components (including local community and nutrition and health) explain 66.17% and 60.48% respectively; and environmental dimension components (including environmental sustainability and physical) explain 61.28% and 67.87% of total variance of residents' subjective quality of life, respectively. According to the findings, the level of subjective quality of life was medium (with the coefficient of 0.55) based on the Morris method. While the economic (with a coefficient of 0.53) and environmental (with a coefficient of 0.54) dimensions of subjective quality of life were at the medium level; the social dimensions of subjective quality of life (with a coefficient of 0.6) was at favorable level. Therefore, the highest score of the subjective quality of life in the tourism target villages was related to the social index.