Master's thesis tourism and Local Food and Beverages

B. Food Tourism: 
"Food tourism may be defined as visitation to primary and secondary food producers, food 
festivals, restaurants and specific locations for which food tasting and/or experiencing the 
attributes of specialist food production region are the primary motivating factors for 
travel"(Hall& Sharples, 2003, P.10). 
C. motivation: 
Motivation is an internal force generated from a need that is not satisfied and it causes 
individuals to involve in a specific behavior or pursue need fulfilling activities. In tourism 
research, motivation plays an important role in terms of tourist behavior (Ma
rtin& Rodrı
guez 
del Bosque, 2008). 
D. North of Iran (Mazandaran Province) 
Geographically, Mazandaran province is located in the north of Iran "with more 
than 2,922,432 million residents (Sabzian, 2008, P. 522) which 45.89% were registered as 
urban dwellers, 54, 1% villagers, and remaining were non-residents (Zendehdel, 2000, P. 
198). Sari is the capital city of this province. 
1.1 Research objectives 
The major objective of the research is to achieve the major objective, the researchers divide it 
into the following 6 minor objectives: 
2 

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Chapter 1. Introduction 
Identifying factors influencing consumption of local food and beverages in the north of Iran 
1) Identifying the authentic factors influencing the consumption of local food and 
beverages in the North of Iran as a tourism destination. 
2) Identifying the interpersonal factors influencing the consumption of local food 
and beverages in the North of Iran as a tourism destination. 
3) Identifying the cultural factors influencing the consumption of local food and 
beverages in the North of Iran as a tourism destination. 
4) Identifying the physiological factors influencing the consumption of local food 
and beverages in the North of Iran as a tourism destination. 
5) Identifying the prestige-related factors influencing the consumption of local 
food and beverages in the North of Iran as a tourism destination. 
6) Identifying the demographic factors influencing the consumption of local 
food and beverages the North of Iran as a tourism destination.