The Effects of Isfahan Tourists’ Image on Its Sustainable Tourism Development

The main purpose of this study is to investigate and explain the effects that Isfahan domestic tourists’ image would have on tourism development of the city. The study population is a group of tourists who have experience of travelling to Isfahan. As the population of the study is unlimited, the sample size has been determined based on the method of Cochran's sample size determination, and a sample of 384 (convenient) was selected. In order to collect data, a questionnaire was applied using Likert scale (five choices). For the validity, formal questionnaire was used and reliability was calculated for each variable by calculating Cronbach's alpha coefficients. Structural Equation Modeling was applied for collected data analysis and conceptual model evaluation. Then, Model fitting and required analysis were done by using AMOS software. Finally, designed theoretical pattern were fitted by modifying conceptual model. Therefore, it can be stated that individual characteristics have positive and significant effects on tourists’ behavior, tourism achievements and tourism development, due to tourist’s imag