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Analysis of the "conjlict between the oficial culture of the gooemmetat. . . and the traditional culture of the masses rooted i n Iranian national and religious traditions. "The Iranian revolution of 1978-79 grew naturally from native soil. The impetus for revolution has been traced to many factors, such as the political and economic conditions (1, 4, 6), foreign interests (3, 5), and the challenge to traditional social structure (7,9). Cumulatively, these factors contributed to what could be best described as a conflict between the official culture of the government and ruling elites, which represented and promoted Western influence, and the traditional culture of the masses rooted in Iranian national and religious traditions.This implicit clash between the rulers and the ruled became most visible with the rise of the oil economy. The tremendous income from the sale of oil products had made Iran a rich-but not affluent-society. The Iranian elite used its wealth to impart Western technology for rapid "modernization" because, as one study concluded, they "viewed the importance of Western technology as inherently good because it can be naturalized into the developmental scheme in a way that ideological and political institutions can not" (2). For the masses, however, whose livelihood was still dependent upon agriculture, such technology and oil wealth had an indirect effect. Lacking resources and arable land, peasants left the countryside for the cities at a rate of half a million a year, looking toward the promises of industrialization. The consequence for a great majority of the population was social dislocation and a new urban culture dominated by Western goals and ideals.

International tourism integrates itself into the complex world of contemporary global affairs through its dependence on telecommunications technologies and its tolerance for widely fluctuating political, economic, and social conditions. A little-explored area which illustrates the relationship of telecommunications and tourism in terms of factors of globalization is the frequent traveler, and especially the frequent flyer program concept.