عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Today, demand and desire for tourism are growing at an incredible rate in the world with different incentives of recreation, pilgrimage, trade, etc. The tourism industry has a high potential for development in Iran. However, it is noteworthy that having merely tourist attractions cannot be a reason for having a thriving tourism industry it rather requires introducing these attractions to potential tourists.
An important strategy is creating mental images of tourism destinations. Imaging is a subjective-cognitive reflection that occurs after collecting and processing information about a tourism destination. When the inductive image is shaped up, combined with supply-side factors, tourists can perceive deducted image of the tourism destination.
According to the results of this study, it is recommended to consider both supply-side and demand-side factors for improving the perceived image of the tourism destinations. All these factors can be classified into 11 indicators, in descending order of preference based on expertsâ opinion using TOPSIS and MCDM Engine techniques: features of tourist destination, cultural and historical heritage, the government and the political system, peopleâs role, marketing, culture and beliefs, infrastructure, psychological characteristics of tourists, brand name and personality, employeesâ sense of belonging to the brand, and brand culture and slogan.