An important and less considered category such as the sociological characteristics, especially the individualistic tendencies of the tourist host society has a significant role in the view and satisfaction of tourists. Therefore, various aspects of individualism should be considered in analyzing and explaining the potential of the tourism host society. In this study, an attempt has been made to recognize the sociological effects of tourism on the citizens of Tehran by emphasizing individualistic tendencies from the perspective of residents and officials and to evaluate and analyze the opinions of tourists and tourism experts about the impact of these tendencies on tourism. The research method in this type of research is analytical, descriptive and survey, which is proportional to the type of data, non-parametric statistical tests are used to analyze the data. From the perspective of residents, officials and tourists, the research findings indicate that personal norms such as situational factors, attitudes of people in the tourism host community affect the satisfaction of tourists, as well as selfish orientations are inversely affected.
