Influence of Socio-demographic Factors on Socio-Cultural Impacts of Tourism

Iran is one of the most attractive heritage destinations in the world. Despite being a theocratic government and relatively under - promoted, the country experiences increase in both domestic and international tourism activities. How these activities influence the social and cultural aspects of residents' lives are of concern. This study explores socio - cultural impacts of tourism as perceived by local residents with case studies of Masooleh and Sar'een. Using convenience sampling, the questionnaire was distributed door to door in the two towns. A total of 500 questionnaires (250 from each town) were collected and analyzed using SPSS version 16. The results show thatresidents largely experience positive socio - cultural impact of tourism interms of the maintenance of historical sites, improved destination image and better job opportunities and recreational facilities. Factor Analysis of the socio-cultural impact items revealed three main factors which are Social Problems (SP), Image, Facilities and Infrastructure Improvement (IFII) and Cultural Activity and Life Quality (CALQ). Socio - demographic profiles of gender, educational level and tourism-related job influence the perception of socio-cultural impacts of tourism in the areas. It is proposed that in order to achieve sustainable tourism development and gain continuous support from local people, the tourism authority should focus on provid-ing better education and tourism related jobs to local people.