Factors Behind Tourists’ Travel Motivation: The Case of the Gilan Region, Iran

Abstract This research aims to identify the pull and push factors that are effective for tourists travelling Gilan province classifying their motivations into key factors. Data were collected using a questionnaire. A total of 20 motives, including 11 9 factors, investigated. The sample size study was 390 people. For data analysis, single-sample t -test factor analysis used. results showed average motive greater than motive. Motives divided three main factors: ‘nature-based tourism spiritual regeneration’, ‘place dependency purchase agricultural products’ ‘lifestyle’. It should be noted regeneration’ found most important province.