A Developing Factor or a Threat to Tradition, Kang Residents Conception of Tourism

As a tourism target site in the west of Mashhad, Kang has always been an attractive area for tourists. This case study aims at describing and analyzing Kangians perception of tourism and its grounding factors utilizing qualitative
method and interpretive paradigm. A sample of 27 Kang residents was chosen using theoretical sampling method and snowball technique. The required data was gathered through deep interview. The triple steps ptocedure of encoding (open, axial and selective) of data usual in grounded theory was conducted on interview texts. In order to achieve the final theoretical model, the categories were classified in causal, contextual,
intervening, interactive and consequential groupings. The texts thematic analysis showed that tourists have created deep changes in different aspects of local people life. From the residents point of view, although tourism has
brought economic and, to some extent, social benefits to their hometown, but vast negative social, cultural and environmental consequences have been resulted from tourism development as well. Consequently, Kangians, as a
traditional society have a conflicting attitude toward tourism. On the one hand they are concerned about their cultural values and nature, on the other hand. They welcome tourists due to the income they earn trough tourism. We believe that, despite adverse socioeconomic effects of tourism, economic benefits from tourists will decrease the importance and influence social norms and, along with structural development, will bring tourism boom.