The Effect of the Online Experience of Tourism City Brand On the Intention to Visit the Tourist Destination (Case study: Tehran)

The purpose of the present study is to evaluate the effect of online experience of a tourism city brand on the behavioral intentions to visit the tourist attractions in Tehran. The City of Tehran, one of the world’s largest cities in the world, has numerous capacities and potentials for national and international tourism, which despite this city’s large travel volume, it has been neglected and not used. Tehran's diverse nature, rich historical backgrounds, commercial attractions, and numerous museums can help attract tourists; however, it seems that the tourism potential of this city is not used. The research method used in this study is a descriptive survey. The study’s statistical population includes foreign tourists visiting the tourist attractions of Tehran (museums of Tehran). Descriptive statistics and inferential statistics have been used with Amos and SPSS software to analyze the research data. The results showed that “online experience of the destination brand” positively affects both “brand originality” and “tourists’ intentions”. The findings of the present research can be used in order to increase the number of international tourists visiting Tehran attraction.