Modeling the Factors Affecting the Image of the Tourist Destination and its Effect on Tourist Satisfaction A case study of Tehran city

Tourism as a global activity today has doubled in importance due to the overlap of the three principles of job creation and income generation, tourist satisfaction, and environmental protection. Since different tourist destinations are competitive in attracting tourists, improving and promoting effective indicators in attracting tourists to tourist destinations is of great importance. This study aims to model the factors affecting the image of tourist destinations and their impact on tourist satisfaction in Tehran. The research method is descriptive-analytical, which has been done by the survey method.  The statistical population of this study is tourists visiting Tehran. In order to determine the number of research samples, due to the unknown number of the statistical population, the required number of samples was 354 questionnaires. In order to analyze the data, a factor analysis statistical test, one-sample T in SPSS software, and structural equations in Amos Graphics software environment were used. The results show that using a factor analysis test to measure the effects of image components of tourist destinations on tourist satisfaction, 6 factors whose specific values were greater than 1 were extracted. These six identified factors were able to 63% of the variance of component image effects. Explain tourism on the satisfaction of tourists. Also, the results of the one-sample t-test to calculate the final score of the level of satisfaction with the image of tourist destinations, with a value of (2.39), were in an undesirable and unacceptable situation. Also, the results of second-order structural equation analysis showed that the overall image of the destination factor has the highest factor load on tourists' satisfaction with 60%. The final results of the structural equation model show that the effect of cognitive image on the overall image is equal to (0.21), the effect of the emotional image on the overall image is equal to (0.18), the effect of the persuasive image on the overall image is equal to (0.30), and the effect of the overall image on the satisfaction of tourists according to the route analysis model is equal to (0.27).