Influence Explaination of Word of Mouth on Tourist's Destination Image

Tourist's behavior is affected by their perceptions of a tourism destination. Information resources are the main determinants of destination image. Word of mouth is a powerful instrument and key information resource affecting attitudes and behaviors of tourists. Hence, current study aims to investigate the influence of word of mouth disseminated by the tourists on destination image and consequently, travel intention. Statistical population was international tourists who have traveled to Isfahan during the period of research. A sample of 450 tourists was selected by a convenience sampling approach. To test hypotheses, structural equation modeling was employed. Data analysis was conducted by LISREL software. Results indicated that word of mouth has a significant influence on destination image (psychological, cognitive, unique, affective and overall) and intention to travel Iran. Finally, according to supported hypotheses, managerial implications and future directions have been provided.