Aim and Introduction 
Tourism destinations are neither homogeneous nor universally competitive products, and it is inappropriate to evaluate tourists’ destination choices based on simplified assumptions that disregard perceptual factors. Despite this, most studies on tourism demand rely heavily on quantitative variables, particularly macro-level data, due to the challenges associated with measuring non-quantitative dimensions. 
In the context of Iran as a cultural-historical tourism destination, travel costs appear to have limited influence on tourists’ decision-making. If such factors were decisive, the devaluation of the Iranian rial would have significantly increased the influx of foreign tourists. Instead, it seems that qualitative factors, especially those linked to tourists’ perceptions and experiences, play a more substantial role in shaping tourism demand.
The novelty of this study lies in its emphasis on perceptual variables in estimating the tourism demand function for the city of Isfahan, a renowned cultural-historical destination. 
Methodology
The tourism demand model was estimated using the logit method. The study’s target population consists of cultural-historical tourists, and the sample includes 335 respondents, selected via convenience sampling from locations in Isfahan, cyberspace, and Istanbul.
Results and Discussion
Among conventional quantitative variables commonly used in tourism demand models, only the distance variable proved to be statistically significant. Greater distance between the tourist’s origin and the destination imposes higher time and monetary costs, thereby reducing demand. However, in the case of a unique cultural-historical destination, the exclusivity of the tourism offering may prompt motivated tourists to overcome distance-related obstacles to reach the desired destination. 
The estimation results show that the coefficient for the distance variable is –0.049, indicating a negative relationship between distance and the probability of choosing Isfahan as a travel destination. This implies that for each unit increase in distance, the likelihood of travel to Isfahan decreases by approximately 5%. Nevertheless, the relatively small magnitude of the coefficient suggests that, despite the inverse relationship, distance may not constitute a decisive factor in deterring travel to culturally significant destinations.
Furthermore, the coefficient for the safety and security variable was estimated at 0.207 and found to be statistically significant. This finding reveals that a one-unit increase in the perceived level of safety and security at the destination raises the probability of travel to that destination by approximately 21%. This highlights the critical role of perceptual variables—particularly safety and security—in shaping tourism demand.
The results also indicate that the quality of services at the destination, encompassing accommodation and catering services, significantly influences tourism demand. The strong significance of this variable, following the safety and security factor, underscores its substantial role in shaping tourists’ travel decisions.
In contrast, the price variable, although theoretically expected to exhibit a negative relationship with demand—consistent with consumer demand theory—was not found to be statistically significant. This result underscores the dominant role of qualitative variables in influencing tourism demand, suggesting that these factors may outweigh the influence of traditional quantitative indicators such as price.
Conclusion
The findings of this study reveal that the most influential factor affecting tourism demand in Isfahan is the perceived safety and security at the destination. As a key perceptual variable, its impact surpasses that of more traditional economic indicators, emphasizing the importance of fostering a strong sense of security among potential tourists. Accordingly, strategic efforts aimed at enhancing Iran’s international image and strengthening Isfahan’s reputation as a safe destination in key target markets are essential.
The lack of statistical significance for two conventional quantitative variables—price and income—can be interpreted in light of the dominant influence of perceived security. Despite Iran’s position as one of the most affordable tourist destinations globally, concerns regarding safety appear to override cost advantages. Drawing on Lancaster’s theory, which conceptualizes travel as a multidimensional product, this study highlights the pivotal role of qualitative variables such as safety, service quality, and the local community’s attitudes toward tourists. These factors evidently hold greater significance in the decision-making process than price or income, suggesting a paradigm shift in how tourism demand should be modeled and understood.