Designing and explaining a model of the effect of word of mouth on destination image of tourists and travel intention (case study of Isfahan)

Research indicated that tourist's behavior is affected by their perceptions on destination image and the issue is observed in the stage of destination choice. Researchers believed that various factors would affect the formation of destination image. Hence, this research aims to design and explain a model of word of mouth influence on tourist's destination image and travel intention. Research model was based on prior local and foreign studies, academic experts, managers of tourism industry, and researcher's propositions. Data was collected by questionnaire and was analyzed by SPSS and LISREL software. Population was international tourists who have visited Isfahan during øJanuary and February 2015. A convenience sampling approach was employed to collect a sample of 450 tourists. Confirmatory factor analysis was used to confirm the proposed constructs. According to path analysis, 19 hypotheses were supported by the data