Investigating the effect of tourists' mental image of Qamsar and Niasar Flower & Golab Festival on quality and perceived value of services

The mental image of tourists is one of the most influential components of urban tourism development. The mental image is the set of beliefs, and opinions that one person has toward a destination. Golab Festival is considered as an influential event in tourism development in the tourism areas of Kashan every year And this attracts many tourists. we tried to study the effect of mental image of tourists on the quality of tangible, intangible and perceived value of services and the relationship between the quality of tangible and intangible agents with perceived value during the harvest season in Ghamsar and Niasar. The present study is an applied. The method was descriptive-analytical and surveying, the data were collected by questionaire and were modelling and analyzed by Spss & Amos softwares. The results indicate that the mental image of tourists from the destination has a significant effect on the perceived quality of the tangible and intangible factors with factor loadings 0.87 and 0.86. However, the effect of the target image has not been confirmed on perceived value with a significant level above 0/05. Also, the effect of the interface role has been confirmed between the perceived intangible factors on the perceived value of services with factor load 0.64 . But the quality of perceived tangible agents did not have a significant effect on perceived value.