Identifying Iran's image dimensions as a tourist destination using content analysis

Abstract

The present study tried to identify the dimensions of Iran's image as a tourism destination. The researcher developed an on-line questionnaire and by sharing it with the different members of social networks, received their opinions about Iran. The responses given by the participants were analyzed with Nvivo software and the image of Iran as a tourist destination was identified in terms of 8 dimensions: Rules and regulations, Infrastructures, Perceived Risks, Natural environment, Culture and history, Country's general atmosphere, Value for money and Uniqueness of the destination.