The Analysis of factors determining the visitor satisfaction- A case study in Qom

Regarding the placement of Masumeh's Holy Shrine and the sacred mosque of Jamkaran at Qom city, it considered to be the most important Shia religious center and the second largest pilgrimage center in the country. Furthermore, situated this city on the intersection of communication routes of 17 provinces, it is the most important focal point of transportation network in Iran. Hence, identifying influential factors that increase satisfaction of visitors by meeting the expectations of them will usually help to attract more tourists and subsequently increase the length of residence. The current study is an applied research in terms of time, nature and descriptive-analytical method. The statistical population of the study is visitors entering Qom in summer 2017, in which 384 individuals were selected as sample of analysis. In order to analyze the data and evaluate satisfaction of visitors, each element of the urban tourism product (primary, secondary and lateral) is classified and analyzed based on the Jansen-Verbeke’s Structure of Urban Tourism in the categories of basic, functional and motivation needs of the Kano model. The results of this study shows that the most important satisfaction priorities in the functional requirements group are respectively friendly behavior of mutual respect, responsiveness and hospitality of the people and diversification into the attractions of urban tourism (complementary to pilgrimage and religious tourism), and the most important priorities in the motivational requirements group participate in evening events and nightlife and the presence of road signs in the city, providing maps and brochures to tourists