Master's thesis tourism and Local Food and Beverages

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MASTER'S THESIS
Tourism and Local Food and Beverages
Consumption
The case of Mazandaran Province, North of Iran
Yeganeh Tajik
Zohreh Namavarjahromy
Master program
Business Administration
Luleå University of Technology
Department of Business Administration, Technology and Social Sciences

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Tourism and Local Food and 
Beverages Consumption 
 
(The case of Mazandaran Province, North of Iran) 
Supervisors: 
Prof. Kamran Mohamadkhani 
Prof. Joao sarmento 
By: 
Zohreh Namavar Jahromy 
& Yeganeh 
Tajik 
January 2011 

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Abstract: 
The purpose of this research was studying the effect of motivational factors on local food 
consumption from the domestic tourists' point of view. This research focuses on the tourists 
interested in local food as an attraction. It contributes to the development of food and presents 
a more thorough view of the tourists' behavior. The variety of climate, geography, and 
subcultures causes the variety of food, although this important item has been ignored as a 
tourism attraction in Iran. 
The research methodology employed in the present research was descriptive. The population 
was selected from six restaurants in the North of Iran. By the way; the number of 380 
questionnaires according to cluster and simple random sampling was filled out by 
participants. The data gathered through the questionnaire were analyzed via SPSS. The 
results of the research revealed that there was a meaningful relationship between the local 
food consumption and all factors under the study in the North of Iran as a tourism destination. 
The data analysis methods used in this study were Chi-square, T-Test, Freidman and measure 
of frequency. Based on the findings of this research food has a great influence on attracting 
tourists to a destination from the domestic tourists' point of view.