Due to mass tourism, coastal cities in Mazandaran Province face numerous challenges regarding compliance with social norms. This study aims to investigate the role of police human capital in fostering tourists’ adherence to social norms in these regions. Methodology: Adopting a quantitative and positivist approach, the study surveyed a sample of 100 police managers and officers selected via simple random sampling from a population of 126 within the Mazandaran Law Enforcement Command. Data were collected using a 34-item Likert scale questionnaire and analyzed using SPSS and PLS software. Findings: Regression analysis revealed that police psychological and ethical characteristics had the most significant positive impact on tourists’ compliance with social norms. Police knowledge was also significant (

β

=0.123), whereas professional skills showed no significant effect. The model explained 26% of the variance in social norm compliance. Conclusion: Police human capital, particularly in psychological and ethical dimensions, plays a crucial role in strengthening social norms. It is recommended to expand training in psychology, ethics, and communication skills for personnel, alongside collaboration with tourism institutions to raise tourist awareness. As the first study in Iran examining this relationship, this research offers a practical framework for managing tourist behavior and enhancing positive interactions in tourism destinations.