Bagher Bagherian kasgari - Doctor of Business Administration University of Payame Noor Tehran, Iran

The study investigates tourist’s motivationstrategies with a segmentation approach in order to give an understanding of the theory of motivationstrategies in general and the motivation factors influencing consumer decision making in a tourism context in particular. The research findings identified two tourist segments based on motivationstrategies , referred to as Traditional Tourists and Nightlife and Positive Recommenders , with social and intellectual motivationstrategies found as the strongest motivations .Based on the findings of the study, some policy recommendations are given to the local tourism marketers and managers in order to develop the local tourism industry appropriately

motivationstrategies, tourists’ motivation, tourists’ activities, segmentation, Mazandaran