Hamideh Khaksar Astaneh - Faculty member of ACECR of Khorasan Razavi
Masoumeh Tavangar - Faculty member of ACECR of Khorasan Razavi
Ali Rahnama - Researcher member of ACECR of Khorasan Razavi

Tourism is considered the biggest and most valuable industry in the world. If it is accomplished, it can lead to economic growth, improving employment, and increasing social welfare. Investment in and development of this industry have a direct impact on the culture, international relations, education, society, and economy of a country. Today, buying souvenirs is one of the most common leisure activities in the world, which is also very popular among tourists. Buying souvenirs as a form of tourism has been an integral part of the tourist experience and a significant part of the total expenditure of tourists belongs to shopping. The main purpose of the present paper is to investigate the factors influencing the investment of tourism in Mashhad. The present study is applied in terms of purpose and survey in terms of descriptive nature. The statistical population of this study is experts in the field of tourism. 200 questionnaires were completed by the census method. The structural equation model was used to analyze the data. According to the results, the most important factors affecting investment in tourism souvenirs are managerial, financial, legal, and infrastructure factors, respectively. In the following, it is discussed to provide solutions to promote the mentioned factors to develop and offer tourism souvenirs.

Investment, management, financial, tourist souvenir, Mashhad City