The tourism industry is vulnerable to crises due to its direct interaction with people. Iran's tourism industry is always exposed to crises due to its political geography in the Middle East. In order to find an effective solution in accepting the crisis and providing practical measures, the theory of socio-cultural exchange in crisis management of Iran's tourism industry was investigated.
The current study is an applied research that was conducted using content analysis approach. Data collection was done from research literature and in-depth interviews with experts. Sampling was done in a targeted way. Value creation indicators and a positive image demonstrate the effectiveness of these factors. The indicators related to the theory of socio-cultural exchange were examined as solutions suggested by experts. Society exchange theory, with value creation as the main indicator propos the sub-index of sharing of ideas, synergy, respect for the environment, adaptation to society and flexibility. Ssociety exchange theory, with positive image as the main indicator; It suggests the sub-index of commitment, the promotion of professional ethics, the development of long-term relationships, and good relations between businesses.
