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Title

Studying Orientation level of Family Heads to Tourism and Its Relationship with Variables of Mass media, Economic Capital and Social Capital in 10 Districts of Tabriz Municipality

Pages

 Start Page 37 | End Page 53

Abstract

 Studying the role of mass media, economic capital and social capital in orientation to health tourism is among the most important goals of the present research. In this research, 400 family heads from 10 districts of Tabriz municipality were selected as the sample size using clustered sampling method, being studied with the aid of questioner research tool. 31% of statistical population of the study involves women and 69% of it involves men. Findings of the study indicated that, 53. 3% of the respondents introduced mass media as one of the most important advertisement tools for orientation to health tourism. Results of the study indicated that, there is a significant relationship between the two variables of satisfaction from mass media and orientation to health tourism. There is also a direct and significant relationship between the two variables of economic capital and orientation to health tourism among family heads of Tabriz city. Also, there is a direct and significant relationship between the two variables of social capital and orientation to health tourism among family heads of Tabriz city. Moreover, regression analyses results indicated that, independent variables of economic capital, use of mass media and satisfaction from mass media had the most effect on the dependent variable of orientation to health tourism. Meanwhile, independent variable of satisfaction from mass media with 20% had the most shares in explaining health tourism and after that independent variable of level of use of mass media explained 19% of dependent variable of health tourism.

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