An Analysis of Image and Environmentally Friendly Behavior in Nature-based Destinations (Case Study: Masal City)

Increasing destructive environmental behaviors and adopting environmentally incompatible approaches in the development of the tourism industry have caused environmental problems for tourism destinations. In this study, the effect of relationship with nature and environmental quality on environmentally friendly destination image and tourist behavior in Masal is investigated and analyzed. The study is an applied and descriptive-analytic study and The statistical population of this study includes tourists entering the city of Masal . sample size was 384 using Cochran formula. After determining the samples based on purposive sampling, research questionnaire was distributed among the samples . The validity of the research instrument was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha (0.831). Data were analyzed using SPSS and Lisrel by structural equation modeling.The findings showed the relationship with nature and environmental quality had a significant effect on the image and behavior of the environment.