The Recognition and Prioritization of Small Entrepreneurial Opportunities in the Domestic ReligiousTourism of Mashhad

Recognition and evaluation of opportunities are in heart of entrepreneurial growth actions. Millions of religious interested people visit saint sites as pilgrims each year، so opportunity recognition in domestic religious tourism paves the way to improve the industry quality and fertilizes the growth of Iran international tourism and its relevant services. Because of deficiency in scientific research in this milieu، this article seeks to introduce and prioritize the opportunities based on Ulwick''s measure (2002). By studying tourists'' experience، expert interviews and process approach to this economy، we have discovered a conceptual model for domestic religious tourism Mashhad. Four constructs of opportunity (travel path، destination، religious factors، and managerial and innovative) have been recognized in conceptual model، consisting 50 particular opportunities as variables. Data gathered by two longitudinal surveys (2007 and 2012). These particles of conceptual model have been testified in SPSS by data gathered in two surveys (2007، 2012) and all proved to be significant parameters on this measure. The changes in the measures of factors and particles of religious tourism opportunities have been debated. We hope our conceptual model and longitudinal results could serve to further theorizing in this field.