Investigate the impact of the role of human resources on sustainable tourism income with city brand mediating variables

Investigate the impact of income is one of the most important challenges facing city managers, but on the other hand, with the increasing need for public services in cities and financial constraints, this challenge is increasing day by day. On the other hand, today, city tourism is one of the main pillars and economic stimulus of many cities that plays an important role in employment, income and protection of urban infrastructure and public services. Therefore, the purpose of this study is Investigate the impact of the role of city managers that as a human factor can affect the sustainable income of tourism by considering the mediating variable of city brand. The statistical population in this study included municipal managers at both senior and operational levels, members of the city council and officials of the heritage department related to the tourism sector in Cities in the central part of Mazandaran province. Sampling was done by cluster sampling method. Data collection tools are questionnaires.in order to evaluate the validity of the questionnaire, content validity, factor analysis, convergent and discriminant validity were used. Cronbach's alpha value was more than 0.70. To determine the degree of fit of the conceptual model, the structural equations modeling method has been used. Findings showed that there were positive and significant relationships between model variables and the role of city brand mediation was also confirmed and the claimed model has a good fit.