The role of Smartphone in the formation of the destination image from the Perspective of Citizens of Tabriz metropolis

In the metropolises of Iran, including Tabriz, attention to the provision of electronic services and the use of smart tools such as smart phone in the field of tourism has increased in recent years. Therefore, the purpose of this study is to investigate the role of using smart phones in tourism in the formation of destination image and travel experience from the perspective of citizens of Tabriz metropolis. Therefore, the statistical population is the citizens of Tabriz who use smart phones and the sample size according to Cochran's formula for the unknown statistical population is 384 people. For data analysis, structural equation and path analysis methods have been implemented with Smart PLS software. The results showed that the use of smart phones in travel has a positive effect on the travel experience of citizens of Tabriz metropolis; The use of smart phones in travel has a positive effect on the destination image of the citizens of Tabriz metropolis; And the use of smart phones in travel with the mediating role of travel experience has a positive effect on the destination image of the citizens of Tabriz metropolis. The results of the present study are useful for managers and policy makers who intend to attract tourists to tourism destinations in the age of information and communication technology using smart phones and to continue the life of tourism destinations in the field of global competition and provide tourist areas.