Developing Iran's Image Model as Tourist Destination: A Mixed method

Abstract

The aim of current study was to examine the effect of perceived risk of potential tourist, middle-east image and familiarity on Iran’ image destination. For this purpose, a mixed method approach was considered. The members of couch-surfing and linkedin participated in both qualitative and quantitative studies. 74 respondents participated in the qualitative study and 520 respondents participated in the qualitative study. Content analysis techniques were used to identify the dimensions of the destination image. Available non-random sampling was used in qualitative study. The data of destination image and perceived risk dimensions were identified by exploratory factor analysis and relationships between the constructs of the model were investigated by confirmatory factor analysis using Amos. The results of qualitative method identified eight dimensions for Iran’ destination image. The results of exploratory factor analysis identified six dimensions for Irans’ image and three dimensions for perceived risk. The findings showed that perceived risk, Middle East image and familiarity had impact on the Image of Iran and destination image had impact on intention to visit Iran.

Keywords

• destination image
• perceived risk
• familiarity
• middle east image
• mixed method