Physical Aanalysis of the Effect of Tourism Destination Image on the Value and Quality of Perceived Services as Factors Affecting the Experience of Urban Tourists (Case Study: Darabad Tourist Area of Tehran)

The present study has physically analyzed the effect of the destination image variable on the perceived quality of tangible and intangible factors and the perceived value of urban tourism areas. The sample size was calculated using the Cochran's formula for unknown communities to 173 people and were selected from tourists visiting the Darabad area of Tehran. The obtained data were analyzed using descriptive statistics, t-test, multiple linear regression in SPSS software and structural equation modeling in AMOS software. Findings from the modeling of structural equations and factor loads calculated in the standard state, indicate that the quality of tangible factors with a factor load of 0.70, has been more affected by the mental image of tourists. After that, the mental image of tourists with a factor load of 0.64 had an effect on the quality of perceived tangible factors. Furthermore, the mental image of tourists has affected the perceived value of services with a factor load of 0.45. The role of mediating factors in the quality of perceived tangible factors and the quality of perceived intangible factors on the perceived value of tourism services has been measured using multiple linear regression. According to the results, the quality of perceived tangible factors with a beta statistic value of 0.205 had a greater effect on the perceived value of services in the Darabad tourist area, followed by the quality of perceived intangible factors with a beta value of 0.193.