Evaluation of Destination Image among Foreign Visitors in Tehran

ABSTRACT: The purpose of this thesis is to determine the image characteristics of Tehran as tourism destination; from foreign travelers’ view. It will be tried to determine strong and weak image components of Tehran from foreign traveler’s perspective. Furthermore, this study tends to examine the relation between destination image and its components, overall image, and future behavior. The aforementioned relationships were tested by data obtained from foreign travelers. According to the study the strong and weak cognitive image components of Tehran have been determined. The study indicated that museums, restaurants and cuisine, hospitable and friendly people and low prices are strong image components of Tehran. The weak cognitive components are lack of qualified tours and excursions, the crowdedness of the city and lack of tourism information. The study also will demonstrate the direct effect of cognitive and affective image components of Tehran on overall image. The direct effect of overall image on tourist’s future behavior will be discussed as well. In addition, management implications are provided based on the results of the current study. Furthermore, some information regarding the limitations of this study as well as implication for future research will be presented in this thesis. Key words: destination image, image components, tourist’s behavior, Tehran. ……………………………………………………………………………………………………………………………………………………………………………………………………………………