The aim of this study is to investigate the effect of tourism services quality on destination loyalty according to the mediating role of a destination mental image and the satisfaction of tourists. This is an applied research and in terms of methodology it is descriptive and of survey type. It used the close-ended questionnaire in the collection of information. The statistical sample consists of 388 tourists who visited the most popular places in Qazvin province during summer of 1395. The research model was investigated by the structural equation modeling. The results indicate that the quality of tourism services affects the satisfaction and image of tourism and also the tourism image affects the satisfaction and loyalty and satisfaction affects tourism destination loyalty. The mediating role of satisfaction and a destination image between the quality of tourism services and loyalty to the destination of tourism was confirmed and finally, the mediating role of destination image between tourism services quality and tourist satisfaction was approved.

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) .

The purpose of this study is to investigate the relationship of engagement in social media with the image and tourism destination selection, ultimately. For this aim, a conceptual model that shows the relationship between engagement, cognitive mental image, emotional image and destination selection was designed and the research was carried out by using survey method and questionnaire tool. The target population of the study was the users of the active tourism groups in Telegram, and an available sample was our sampling method. Collected data were tested by using structural equation modeling and by helping SPSS22 and AMOS22. The results of the research model analysis indicated that there is a significant relationship between engagement in tourism-based Telegram groups with a cognitive and emotional image of the destination. In addition, cognitive mental image and emotional mental image have also a meaningful relationship with the destination selection. Finally, this study did not find evidence of a direct relationship between engagements with destination selection. At sum up, practical propositions for using telegram channel by tourism destination management have been provided.

Despite the relative acceptance of the functions of the dissemination of high quality information on social media, on the formation of a desirable mental image for the users and the significant impact of this mental image on users’ intention to buy in the domestic tourism literature, the quality and features of the content of published information on social media have received little attention by the researchers. Therefore, given the application and benefits of social media in various industries such as tourism industry, it is important to publish high quality information on social networks in order to gain a competitive advantage in the tourism industry. Moreover, there are very few studies investigating the impact of the quality of published information regarding the tourist destinations on social media on the formation of tourists’ mental image and the intention to buy. Hence, the purpose of this article is to provide answers to the following questions: “what are the factors influencing the formation of tourists’ behavioral image of tourist destinations on social media?”, “which of the following factors have the greatest impact on tourists’ behavioral image of tourist destinations on social media?”, and “what are the decision-making rules to predict the tourists’ behavioral image of tourist destinations on social media?”

This research is descriptive-survey in terms of the purpose is based on consecutive exploratory research in term of strategy. It also uses both quantitative and qualitative methods of data analysis. In the first phase, based on the literature review and using the Delphi method, the conceptual research model was extracted and finalized according to the experts. And then, quantitative data were collected by distributing the questionnaires among the selected sample of the tourists. In the second phase, using Rough Sets Theory, the decision rules were extracted from the collected quantitative data. The research was conducted in the city of Tehran in autumn and winter of 2018. The statistical population of the qualitative part of the research consists of university experts and tourism industry activists, and 11 individuals were selected to take part in the present research based on purposeful sampling (considering some prerequisits such as academic knowledge or practical experience and expertise in social media marketing). In the quantitative part of the study, the target population includes the tourists who use social media to choose and buy their trip.  

Related tourism information, up-to-date and comprehensiveness of the published information about tourist destinations and the facilities and travel amenities on social networks, are reported to have the strongest effects, respectively, on the formation of a cognitive mental image of tourist destinations among the tourists. In addition, attractiveness of the information and value-added information about tourist destinations and the travel facilities and amenities on social networks, are reported to have strong effects on the formation of an emotional mental image of tourist destinations among the tourists. The amount of information and the design of a website about tourist destinations and their facilities and travel amenities on social networks are considerd to have weak effects on the formation of cognitive and emotional mental image of tourist destinations among the tourists. The findings indicate that the cognitive image created from tourist destinations, in the minds of the tourists, affects the formation of emotional image of the tourist destination. There is a positive relationshipbetween the quality of tourism information on social media and the destination image. Moreover, tourists use social media as an effective source of tourism information. The relevance of tourism information has a significantly positive impact on the formation of the cognitive and emotional image of the destination. Up-to-date tourist information has a significantly positive effect on the formation of cognitive and emotional image of the destination. The comprehensiveness of tourism information has a significantly positive effect on the formation of the cognitive and emotional image of the destination. And finally, attarctive and invaluable information have a relatively significant effect on formation of the emotional image of the tourist destination.

Among the possible models of the Rough Sets Theory in the present study, it is shown that the relevance, up-to-date and comprehensiveness of destination information on social media should be the first priority of the owners and managers of tourism pages on social networks. Besides, it is necessary to focus on the production of attractive and valuable information content related to tourism on social media, with an emphasis on the functional features of content and visual, phonetic and other sensory attractions.

Loyalty of a tourist to a specific destination is a key issue in tourism management. A high level of loyalty in a destination can have positive consequences for the development of tourism in that region. One of the important topics in this field is measuring and analyzing the level of tourism loyalty in different dimensions and components. Each of these components has a series of indicators that have a significant impact on the loyalty of tourists to that destination. Tourism loyalty is discussed in different dimensions of awareness and familiarity, tourist perception, tourism personality, service quality, mental image, trust, security, satisfaction of tourists. Awareness and familiarity with the image of the destination and direct and indirect experiences arise in the minds of tourists. which makes a tourist have the necessary trust, confidence and understanding in that destination and that destination in this direction tries to improve the quality of services and also creates a beautiful and exciting personality for tourists, which ultimately It leads to the satisfaction and loyalty of tourists. The evaluation of these dimensions can help city tourism planners in its optimal management. The city of Yazd, having a variety of tourist attractions, as one of the most tourist-friendly and popular tourist places in Iran, attracts a large number of domestic and foreign tourists every year. Therefore, paying attention to the category of tourist loyalty, considering the high potential that this city has in the field of attracting tourists, will lead to a domino flow of tourists, and then generate multiple incomes, reducing the cost of attracting tourists and economic prosperity, considering that the economy of this city is dependent on It is tourism. Therefore, the main goal of the current research is to evaluate the loyalty of domestic tourists in Yazd city in the form of a suitable model.

The current research is applied in terms of its purpose and descriptive of the survey type based on its nature and method. The required information is prepared based on the library and field method. The statistical population of the research to evaluate the level of loyalty is all incoming tourists in the year 1400, based on Cochran's formula, the sample size was estimated to be 381 people. A simple random method was used to complete the questionnaire. The collected data have been processed based on descriptive and inferential statistical methods using SPSS software and linear regression tests and one-sample t-test.

The results of the research showed that the dimensions of awareness and familiarity, mental image, trust, perceived value, service quality, security, personality and satisfaction both directly and indirectly (with the mediator role of satisfaction) have a positive and significant effect on the loyalty of tourists in Yazd city. During the surveys, the status of dimensions related to measuring the loyalty of tourists in Yazd shows that the highest average value is related to the dimension of security and satisfaction and the lowest average value is related to the dimension of awareness and familiarity of tourists and also the results obtained from the dimensions indicate It is because the tourists' awareness and familiarity with the city of Yazd has been more through social networks and word-of-mouth advertising, and their mental perceptions of the city in the field of tourism services and facilities, the culture of the people and their participation, tourism costs in relation to the city, in The field of trust towards the destination brand and products, tour leaders and travel agencies, security and comfort of staying in hotels, tours, the city environment, ensuring the order and security of law enforcement officers and entrepreneurs and tourism service providers and the pricing of services and products , in the context of the value of understanding the destination of the tourists in relation to the scientific and historical value and tourism of the city, in relation to the history and attractions, in relation to the cultural and social values, in the field of service quality in relation to the services of historical contexts and tourist places and services Provided to tourism entrepreneurs, infrastructures and services tourist and tourism packages, plans of officials and managers in historical contexts, in the field of city security according to the opinion of tourists regarding the urban economy for tourists and shopping and investment, tourist places and attractions, creating a tourism business, in The field of urban personality in the opinion of tourists, the impact of the globalization of Yazd city, the elements and elements that are appropriate to the historical and urban contexts, the type of religion and beliefs of the city people, the lively and enlightening city, and also the preservation of the ancient religious identity and the general culture of the city people.

In this research, the dimensions and level of tourism loyalty in the city were examined and analyzed, and in the final result it was found that the dimensions of loyalty are generally at a relatively acceptable level in the city of Yazd. According to the results presented in the final conclusion, plans and suggestions can be made in order to improve the level of loyalty in Yazd city as much as possible. In the end, it should be said that by formulating a vision of tourism loyalty and formulating several scenarios regarding the development of the level of loyalty in the 10-year horizon, the path of tourism in Yazd city can be transformed and Yazd has an acceptable share of the current tourism flow in the region. have the center of the country. Accordingly, attention should be paid to the conditions of the post-corona period. Loyalty level development model in current conditions should be developed compatible with the characteristics of this era.

Objective Successful development of tourism in many tourism destinations around the world depends on how to manage tourists’ perceptions by marketing managers and tourism planners. Thus, any information source about the tourists is of high importance that can be used to affect their beliefs towards the religious destinations. Therefore, it is important to identify the formation of such perceptions of a destination and the affecting factors, esficifically word of mouth (WOM) advertisement, in order to develop religious tourism industry and plan for appropriate related marketing. The aim of this study is to identify whether tourists’ perception of religious destinations can play an intervening role in the effect of WOM advertisement on tourists intention for a destination.

Methodology The present study is practical in nature and is considered a descriptive-exploratory research. The statistical population includes the residents of Ilam and KhoramAbad cities. The sample size was determined based on Krejcie and Morgan’s range of participants. So a sample of 450 available residents was selected. Descriptive and inferential data analyses were conducted. Then, factor analysis was run and structural equation modeling was used to test the hypotheses.

Findings The findings showed that WOM advertisement had a positive effect on tourists’ mental image of reigous destination which is in line with the effect of religious leaders’ WOM advertisement on tourists’ perception i.e. WOM helps create an image of more abstract and intangible characteristics of a destination such as the atmosphere or the friendliness
of people for tourists. WOM was proved effective on tourists’ awareness of the religious destinations. In fact, face-to-face interactions, WOM advertisement builds a database for tourists and affects his/her beliefs about the characteristics of the tourism destinations. It was also shown that WOM can help visualize the religious destination in the mind of the tourists. The more the desirable information about the destination, it makes it easier and quick for tourists to choose that destination among other tourism options. WOM was also influential on tourists’ intention of visiting a religious destination. In addition, the mental image of the religious destination affects tourists’ intention of such trips. If tourists have a more psychologically desirable perception of the destination in mind and if they are more informed about the intangible (the quality of hotels or restaurants and hospitality of the people) and tangible (transfer, the quantity of hotels and restaurants) features of a destination, they would have a more desirable image of the destination in mind.

Conclusion Positive beliefs and excitements in the minds of tourists can result in the selection of that destination by the tourist. Moreover, awareness of a religious tourism destination affects the tourists’ intention of travel. This can prove the positive relationship between brand awareness and the purchasing intention of the customers which means the more desirable the awareness of the destination, the easier for tourists to give priority to that destination. Finally, the mental image of a religious destination affects the intention of travel to that destination which is in line with the fact that there is a significantly positive relationship between brand image and customers’ purchasing intention.

The aim of this study is to explain the role of destination brand awareness and destination brand experience on destination brand image and destination brand identification. The statistical population of the study is domestic and foreign tourists that visited Iran’s selected cities from October 2019 to May 2020. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 415 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 939%) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i.e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination Image and destination brand identification. Moreover, destination brand awareness has a positive effect on destination Image and destination brand identification.

From the point of view of strategic resource، based approach, achieving sustainable competitive advantage can be achieved through intangible assets and capital, of which organizational reputation and mental image are the most important of these assets. Mental image is interpreted as a concept of a tourist place that remains in the mind of the tourist using associations. Unfortunately, most studies have considered the mental image of tourist destinations as a cognitive assessment (estimation), only a small number of studies have used both cognitive and emotional components in understanding the overall image of the destination. In general, it is important to consider the cognitive and emotional components of the destination image. Today, a suitable environment is one of the basic indicators and criteria in choosing tourist destinations, which can include all the material and spiritual effects of the human environment (Amanpour et al., 2017). This issue has received less attention in our country. The subject of this study is District 12 of Tehran, this district is central in Tehran. Region 12 is one of the important tourism centers as a valuable and unique capital of historical antiquity, the existence of valuable cultural and religious monuments in the national and international territory and with excellent conditions and is known as one of the major tourism centers in Iran and the world. This study examines the mental image of tourists with emphasis on creative tourism by considering and enumerating the concepts that exist in the mental image literature and the development of creative tourism.

Tourism destination image plays a significant role in the choice of destination. On the other hand, tourist perceived risk is an important factor influencing his/her image of tourism services. Therefore, the present article aims to provide a model for better explaining the impact of tourist perceived risks on the desire to revisit the tourism destination with the mediating role the mental image of the tourism destination image. The statistical population of the study consisted of those foreign tourists who traveled to Isfahan city in November 2015. A sample of 300 people was selected from this population by simple random sampling. To collect data, a questionnaire containing 38 questions was designed.  Then, descriptive and inferential statistics were used to examine the research data and test the hypotheses. According to the findings, tourist perceived risk was classified into four groups of political, economic, hygiene and socio-cultural risks. Also, the mental image of the tourist destination can be divided into three dimensions: affective, cognitive, and conative. Furthermore, the research findings showed that perceived political, health, economic and socio-cultural risks have a significant effect on the desire to revisit the destination of tourism with the mediating role of the affective, cognitive, and conative image of the tourist destination

The huge part of Iran is arid and semi-arid, and there are many deserts in the country, but there is no tourism infrastructure in these areas. One of the most important desert areas in Iran is the Maranjab desert, which has become a tourist destination in the south, Bandrigg and the southern ridge and the desert national park in the west.The purpose of this study is to analyze the indices affecting the development of desert tourism with a focus on health tourism in Maranjab Desert. The present study is conducted on the basis of descriptive-analytical method in two qualitative and quantitative sections based on thematic analysis and confirmatory factor analysis of the first and second order. By using Delphi method 35 experts in tourism were selected. All of them completed the 6 main dimensions of health tourism development in desert destination including ecology, Physical development, destination mental image, research and development, policy making, and social responsibility. In order to evaluate the validity and reliability of the health tourism development pattern, the matching method has been used. The findings indicate that ecological variables, physical development, destination image, research and development, policy making and social responsibility are the effective components health tourism development in a desert destination. Therefore, it can be said that each of these variables can affect the development of desert tourism. In order to show the effect of each of the indicators, factor analysis of the first and second order has been used, the results indicate that all of the model indices are confirmed. Then, the Pearson correlation coefficient was used to determine the type and degree of the relationship of a quantitative variable with another quantitative variable. The results indicated that the ecological variables with the research and development variables (r = 0/506 and P <0.001), physical development variables with target mental image variable (r = 0.88, P <0.001), the variable of the target mental image with the variable of policy-making (r = 0.779 and P <0.001), the research and development variable with the policy-making variable (r = 0.888 and p <0.001) and the variable of policy-making Social responsibility (r = 0.807 and P <0.001) has the highest correlation and the relationship between all variables is significant.

The wide range of Iran is covered by desert and dry areas while there isn’t any tourism infrastructure in these areas. Deserts with natural unique features such as hot water, salt lake, sludge, sunlight, sand and so on have many potentials in developing health tourism. The growing demand and also accepting visitors in critical areas in desert during these years and lack of planning in these areas have attracted more attention to desert areas. One of the most important usages of desert areas is health tourism which is ignored in recent years. Activities like sun therapy, sand therapy, and salt therapy are potentials of desert areas in tourism therapy. Marnajab desert as a tourism goal is located in the south, Band rig and high sand dune in the south east and national park in the west of Iran in the north of Aran and Bidgol cities in Kashan. Maranjab desert as one of the most accessible desert areas  of Iran is an important area in developing tourism and especially health tourism due to mild temperature, diverse tourism attractions including Maranjab caravansary and handmade well ,sand dune, salt polygons, Sargardan island, morphologic forms, observing stars ,rare plant and animal species , riding camel , dune bashing , sand boarding , water therapy , sand therapy , peace and quiet place  in addition to cultural and historical attractions . The aim of this study is to introduce health tourism as an effective factor on developing Maranjab desert.

 In the present study, sequential exploratory mixed method is used based on planning and testing its developmental model. So by using interview and scientific texts and sampling method , 35 critical experts  are selected ,then initial framework of quality model  in developing health tourism  based on naturopathy  in desert is extracted  and validated by triangulation  method . 170 persons are randomly selected for quantity evaluation. Therefore, a questionnaire is written with 103 variables in 6 dimensions like ecology, physical development, mental image of destination, research and development, making policies and responsibility. Then in order to study final framework evaluation, confirmatory factor analysis of first and second order and one sample t test are used to determine the importance of model.

Using Delphi method after 3 repetitions, 8 out of 230 questions are deleted and 16 sub- factors and 6 dimensions including ecology, physical development, mental image of destination, making policies, research and development and social responsibility are confirmed. In quantity section , after testing normalized variables , in order to study data number  to conduct factor  analysis  , the KMO  and Bartlett tests are used .The values of KMO test were variables  higher than 0.70 and Bartlett test value was at significant level lower than 0.5 .Then t statistics value was tested that was higher than 1.96 so the hypotheses were confirmed .In order to show effect of each indicator on related variables  and also  fit index to show whether data adjusts to model, the factor analysis of first and second order is used . Here factor loads higher than 0.3 are accepted. After fitness, Pearson correlation was used to determine kind and degree of relation of a variable with another quantitative variable. The results show that ecology variable has relationship with research and development variable (r=0.506,p<0.001), physical development with mental image of destination (r=0.836,p<0.001), mental image of destination with making policies variable (r=0.797,p<0.001), research and development variable with making policies (r=0.882,p<0.001)   and making policies variable with social responsibility (r=0.807,p<0.001) and all variable have significant relationship with each other.

 In this study, implications analysis shows that qualitative model of initial framework of developing health tourism in Maranjab desert includes 6 dimensions .Ecology dimension having cultural and social attractions  and natural attractions  is very important in Maranjab desert , because natural attractions in desert is more susceptible than other  areas . And desert’s people are more introvert than others. So good and correct relationship with desert’s people is important. Physical development dimension in desert includes public and private infrastructure s of tourism .Mental image dimension in desert shows marketing, planning, wide involvement, human resources and service quality. Generally mental image can be defined all beliefs and attitudes of people in this area .In fact the core of destination brand is making positive image in people mind. Making policies includes formulating internal and external strategies. Suitable making policies by local people is one of the most important factors in developing health tourism in Maranjab desert. So this area has two indices such as legal and ethical responsibility. In addition to sensitivities related to observing rules and regulations of protecting natural resources and local community norms, preventing disease in health tourism can increase the importance of social responsibility. Research and development dimension includes studying and education indices, behavioral studies and advanced technology. Based on developing information technology and social networking sites and also changing life style of people, the education and studying in areas like developing health tourism in Maranjab desert seem necessary.