Today, the link between tourism and sports has created a new type of tourism that includes various aspects. There are various factors in each region that affect the development of tourism in that region. The purpose of this research is to investigate the social and cultural motivations of sports tourists in Lorestan province. The current research is one of descriptive survey researches (localization) that was conducted in the field. The population and statistical sample of this research consists of three groups: managers and experts of travel agencies, managers and experts of the tourism department of the tourism and cultural heritage organization of the province, physical education experts working in the education and physical education departments of the province and the heads of sports boards. The questionnaire was distributed among 151 people and descriptive and inferential statistics were used to analyze the data of this research.In any study that is carried out for the purpose of planning and developing tourism in the destination city or country, the reasons, attractions and obstacles that are important for tourists should be identified (Hanror, 2013) considering that today We are witnessing turning to new financial resources in the development of the national economy and using the sports industry to generate income in general and the financial independence of the sports sector of the society in particular, and in this regard, the creation and development of sports tourism is one of the most important global channels in development. The contribution of the sports industry to the national gross product is considered, and on the other hand, different provinces of Iran, based on specific geographical, cultural and climatic characteristics, can have a special contribution to this national and regional development Therefore, this research leads to the formation of an initial framework and solution and can be an aid to the sports planning of Lorestan province and a model for other provinces as well, and it is very valuable from this point of view. Limited scientific activities in this field is a completely new topic and its findings will have its own innovation for the Iranian sports authorities.
The results of the research showed that among the components of social and cultural motivation, the component of social norms, position and reputation have the greatest impact on the attraction of sports tourists in Lorestan province.