exploring the ways of enhancing tourism industry of iran

iran’s unique attractions and destinations make it of great potentiality for utilising tourism industry. according to statistics of the international and national organization tourism, the situation of tourism in iran is not suitable, which is a sign of an undesired situation in the industry and failing to make use of the existing capabilities and potentials of the country. therefore, this research has used exploratory mixed method and qualitative content analysis in its qualitative part, and survey method and structural equations in the quantitative part in order to contemplate solutions for enhancement of tourism industry in iran. after acquiring theoretical sufficiency by interviewing the experts of the field and applying qualitative content analysis on interviews, a questionnaire was designed and distributed through a survey. as a result, 15 major solutions were identified both in terms of government-related solutions and industry- focused ones. finally, the two sets of solutions were harmonized to shape a model for enhancing tourism industry in the country.