Evaluating the role of sociological factors of the market on sustainable tourism with an emphasis on the attraction of commercial tourism in the city of Ganaveh

A B S T R A C T
Sustainable tourism is a new but very important concept in the tourism industry. Countries can multiply their profits from this industry by following a few simple tips. The purpose of this article is to investigate the sociological factors of the market on sustainable tourism with an emphasis on the attraction of commercial tourism in Ganaveh city. The statistical population of the research includes 43,965 citizens over the age of 18 living in Ganaveh city. The statistical sample using Cochran's formula was 381 people who were selected as available. The research method is descriptive-correlation in nature and practical in terms of purpose, and researcher-made questionnaires were used to measure the research variables. Data analysis was done with the help of SPSS software and hypothesis testing was done with structural equation method in SmartPLS software. The results of this research showed that among the factors affecting the development of tourism in Ganaveh city, according to the current requirements, including the commercial market and stores, tourism infrastructure, economic power, natural power, tourism facilities, demographic-social power, and it was also determined. Each of the above components is about 38.5% of the commercial market and stores, about 19.6% of tourism infrastructure, about 36.8% of economic power, about 39.5% of natural power, about 42.9% of tourism facilities, and finally, about 21% of the demographic-social power component. They explain the changes related to sustainable tourism development. Finally, the city of Ganaveh is in a good condition from the point of view of the categories affecting the development of sustainable tourism, such as tourism infrastructure, economic power, natural power, demographic-social power and tourism facilities.
Extended Abstract
Introduction
Tourism plays an important role in the economy of societies and accurate identification of the market is the key to its development. On the other hand, although tourism is an international activity. Paying attention to the rapid growth of tourism and the attraction of tourism in different dimensions, the presence of tourists and those interested in the shopping and tourism markets of the sea beaches in Bushehr and especially in Ganaveh, as well as the role of tourism in creating permanent, seasonal employment and foreign exchange income that is obtained in this way.. Sustainable tourism is a new but very important concept in the tourism industry. Countries can multiply their profits from this industry by following a few simple tips. It reveals the necessity of conducting research in the field of sustainable tourism with an emphasis on the attraction of commercial tourism in the city of Ganaveh and in addition considering that trade and commercial markets are an effective factor in the growth and development of tourism and according to the commercial and geographical location of different regions Each of the natural attractions has a different priority, so it is necessary to carry out research in this field, therefore, the purpose of this article is to investigate the sociological factors of the market on sustainable tourism with an emphasis on the attraction of commercial tourism in the city of Ganaveh.
 
Methodology
This research is applied in terms of purpose, and in terms of implementation method, it is descriptive research with emphasis on correlation method. In terms of collecting information, it is field type. Data measurement scale is relative scale. Because the purpose of the research is to know the relationship between sociological and tourism factors and the development of tourism and the attraction of commercial tourism, and correlational research includes all researches in which the relationship between different variables is tried to be discovered and determined using the correlation coefficient. Therefore, the correlation coefficient is an accurate indicator, which states how much changes in a variable depend on another variable. The statistical population related to this research includes all citizens over 18 years old and under 60 years old in Ganaveh city, as well as organizations active in the field of tourism in 1400, the number of citizens according to the latest population census in the central part of the city is 73,472 people. Including 36,186 women and 37,286 men live in 19,977 households, of which 43,965 people live in the age range of 18 to 60 years and are part of the statistical population of this research (Housing Population Statistics System, 1401).
In order to select a statistical sample for the use of analytical methods of inferential statistics, a simple random sampling method is used, that is, there is no subjective selection in advance. Random sampling is used. Sampling was done by random method and the sample size was calculated using Cochran's formula, and the number was 380/84, which was calculated by trending the number of 381 people for the statistical sample. In this research, in order to determine the sociological factors of the market on sustainable tourism, with an emphasis on the attraction of commercial tourism, the questionnaire of effective factors in the development of tourism in the region (Zarabadi et al., 2013: 37-48) was used. All analyzes were considered with SPSS and Smart PLS statistical software at a significance level of 0.05.
 
Results and discussion
The results of this research showed that among the factors affecting the development of tourism in Ganaveh city, according to the current requirements, including the commercial market and stores, tourism infrastructure, economic power, natural power, tourism facilities, demographic-social power, and it was also found that Each of the above components, respectively, the commercial market and stores about 38.5%, tourism infrastructure about 19.6%, economic power about 36.8%, natural power about 39.5%, tourism facilities about 42.9% and finally the demographic-social power component about 21% of the related changes They explain sustainable tourism development. The discussion of attracting tourism in the effectiveness of the commercial market and stores component on various aspects of sustainable tourism including the cultural dimension, economic dimension, social dimension and environmental dimension in Ganaveh city as an effective and constructive emphasis factor. In the end, Ganaveh city is in a good condition from the point of view of the categories affecting the development of sustainable tourism, including tourism infrastructure, economic power, natural power, demographic-social power and tourism facilities.
 
Conclusion
Competition in the direction of sustainable tourism, according to the needs of tourists, should be given importance and planning of tourism management and urban management. Tourism is a set of interconnected elements that interact with each other at all stages. Among these elements are infrastructures, which have a vital role in the process of tourism and its development. In this way, sustainable tourism leads to cross-sectoral development in the host community, especially urban communities, and increases the level of satisfaction with the lives of local people. In fact, the multi-purpose applications of infrastructure in tourism can help pay for infrastructure that includes the economic-social benefits of tourism. delivered Considering the importance of the role of the tourism industry in reducing various issues and problems in countries, planning and development for the promotion of the tourism industry in Iran has generally been sidelined due to excessive and effortless reliance on oil revenues. Also, tourism development plans in Iran focus more on the number of foreign tourists to Iran and pay less attention to factors affecting the entry of this type of tourist such as infrastructural development, general government policies, media and advertising, and political-social conditions governing the society.
 
Funding
There is no funding support.
 
 Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
 Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.