Analysis the Rule of Tourists Destination Image In Urban Tourism. Case Study Urmia city

The tourism destination image (TDI) is considered an effective element in destination selection and tourist behavior . The importance of tourism destination image is clear for all practitioners in the tourism industry and researchers. This importance mainly lies in tourists’ mental image of a destination image and the resultant behavior that lead to choosing a favorable destination. The importance of the tourist destination image is universally acknowledged since it affects the individual’s subjective perception and consequent behavior and destination choice. Thus, this study investigated effective elements in the formation of these mental images. First a model was developed based on theories and literature review and then data of tourists’ mental images of Urmia city in Iran was collected by survey method in the form of a questionnaire. Then, the hypothesis was tested. The study population consisted of all domestic tourists who travelled to Urmia between March and August, 2014 (a period of six months) .