The Influence of Push and Pull Motivational Factors on the Demand of Literary Tourism in Iran.

The present research was conducted with the aim of knowing the motivational factors affecting the demand for literary tourism in Iran by using the theory of push and pull motivational factors, the ranking of the motivational factors affecting the demand for literary tourism, has been discussed.This research is practical in terms of purpose and descriptive-survey in terms of method. The structural equation modeling method was used to analyze the data. The main tool for data collection was a questionnaire. The questionnaire was distributed among the domestic and foreign literary tourists, using non-probability random sampling.The results of the surveys showed that the driving factors, the highest average is related to psychological factors. Among the tensile factors, the highest average is associated to intangible factors. In general, psychological factors have the highest average and search factors, intangible factors, tangible factors, physical factors and social interactions have the next ranks respectively.