تاثير تجربه سفر بر وجهه استنباط شده از ايران به عنوان يك مقصد گردشگري دربين گردشگران خارجي

The Effect of Inbound Touristsʹ Travel Experience on Their Image of Iran as a Tourist Destination

Success of a tourist destination marketing manager depends on proper identification of markets, their major needs and understanding quality of touristsʹ image about destination and the factors which influence their perceived image; so managers could take proper decision for attracting more tourists. This paper is a descriptive survey research which studies the effect of inbound touristsʹ experience of visiting Iran on their perceived image of the country. The results indicate that touristsʹ image of Iran has been changed in a positive direction after visiting it. In this study, the influencing factors on a destination image have been classified in six groups i.e., infrastructure, culture, economy, politics, environment, and tourism facilities. The results also indicate that among touristsʹ evaluation of these factors, the culture, and environment compare with other factors, evaluated more positively, whereas the quality of Iranʹs tourism facilities has received the lowest rank.