Social Security and Tourism Image Building: The Role of Experience, Values and Attitudes

Providing security and protecting the lives and properties of tourists and visitors whether local and non-local, Is a major factor for all societies pursuing economic prosperity and development through tourism industry. Therefore, social security has  been among  the subjects that  researchers in the field of tourism are willing to study. This paper is aimed at examining the effect of social security on the mental image building of foreign tourists, focusing on the role of their experiences, values and attitudes. A questionnaire was distributed among 419 in access foreign tourists who have visited Iran in 2017. The results show a positive effect of social security on tourism image building through the variables of tourists experiences, values and attitudes.