Effective factors in the formation of the image of the tourism destination (Case Study: Golestan Province in Iran)

Introduction: The image of a tourist destination has an important role and influence in the decision-making process, destination selection and tourist behavior. The present article is an attempt to present a comprehensive concept of the image, its process and the influencing factors on the formation of the tourist's image (both before and after visiting the destination) Golstan province in Iran. Methods: The present research is practical in terms of its purpose. It is quantitative in terms of data type. It is descriptive in terms of how data is collected. It is a survey research in terms of implementation. It is a type of correlation. ۱۳۲ (N=۲۰۰, n=۱۳۲, Krejci and Morgan) tourism employees in Golestan province were surveyed using simple sampling method. Research data were collected using a questionnaire ۲۸ items and analyzed by SPSS and LISREL Software. Results: The findings show that image formation is affected by the perceptions and personality of the tourist as well as the characteristics of the destination. Discussion: Considering that Golestan province has the sea, forest, mountain range, plain and pasture, atural resources have the greatest impact on the formation of the image of the tourist destination.

Keywords:

Destination image , Natural resources , Public infrastructure , Tourism infrastructure , Political factors , Economic factors , Social-Cultural factors