Factors influencing on Iran's image as a tourism destination Online publication date: Tue, 10-Jan-2017
by Somaye Mahmoudi; Bahram Ranjbarian; Saeed Fathi
International Journal of Services and Operations Management (IJSOM), Vol. 26, No. 2, 2017
Abstract: The purpose of this study is to identify the factors influencing on image of Iran as perceived by potential tourists by fuzzy-Delphi technique and also to develop a model to measure Iran's image. For this purpose, a sequential-explanatory mixed method approach was adopted. The statistical populations of both quantitative and qualitative studies include the members of Coach Surfing and Linked-In social networks. In order to identify the dimensions of the destination image, the content analysis technique was employed. The results of fuzzy-Delphi technique showed that the perceived risk, familiarity and Middle East image were found to be the effective factors determining the image of Iran. The quantitative data were analysed through confirmatory factor analysis in the AMOS software. The findings showed that the perceived risks, the image of Middle East region and tourists' familiarity with the destination affect the destination image and destination image in turn affects the tourists' intention to visit Iran.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Services and Operations Management (IJSOM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com