Factors influencing on Iran's image as a tourism destination

The purpose of this study is to identify the factors influencing on image of Iran as perceived by potential tourists by fuzzy‐Delphi technique and also to develop a model to measure Iran's image. For this purpose, a sequential‐explanatory mixed method approach was adopted. The statistical populations of both quantitative and qualitative studies include the members of Coach Surfing and Linked‐In social networks. In order to identify the dimensions of the destination image, the content analysis technique was employed. The results of fuzzy‐Delphi technique showed that the perceived risk, familiarity and Middle East image were found to be the effective factors determining the image of Iran. The quantitative data were analysed through confirmatory factor analysis in the AMOS software. The findings showed that the perceived risks, the image of Middle East region and tourists' familiarity with the destination affect the destination image and destination image in turn affects the tourists' intention to visit Iran.