Analyses of structural relationships of destination image, loyalty and satisfaction of tourists in Tabriz metropolis

Tourists perceived image towards the tourism destination is one of the effective factors in attracting tourists for visiting a place and choosing every trip destination, a destination image, especially a positive one, plays an effective and a significant part in future behaviors of tourists, such as their satisfaction and loyalty to tourism destination. based on which the present study is to indicate the effect of perceived image of tourists from Tabriz on their satisfaction and loyalty to the city. Questionnaires were as the main tool of data collection. So, 388 questionnaires were distributed among tourists through a random sampling in summer, 1397, structural equation analyses modeling, SPSS 20 and Amos 24 software’s were used to analyze the data and also to test the hypothesis of the research, the results of the present study show that the quality of the perceived image of tourists from Tabriz has directly positive and meaningful effect on their loyalty. The satisfaction of tourists also on its turn does have a direct and meaningful effect on their loyalty. Finally, the destination image, in addition to direct impact also affects the loyalty of tourists indirectly and through satisfaction.