عنوان مقاله [English]
This study analyzes the indicators of tourists 'mental image and the effects of creative tourism on tourists' mental image. Creative tourism as the third generation of tourism with the slogan "fewer museums, more squares" focuses on experimental activities and deeper interaction with the real and cultural life of the people. A mental image is a crystallization of a person's cognition and feelings about a place that is created according to their interests and reluctance or lack of it from a destination. This study emphasizes the effects of creative tourism indicators on the mental image of tourists. This research is of development-applied type and its method is descriptive-analytical using MABAC multi-criteria decision model. The statistical population of this study is domestic and foreign tourists in Tehran's 12th district. Using Cochran's formula and a simple random method, 384 people (334 domestic tourists and 50 foreign tourists) were selected as the sample size. The components and indicators of the research include 9 components and 50 items. The findings of this study show that the components of tourism attractiveness and infrastructure environment are in the first rank and the components of meeting expectations and willingness to visit again are in the last ranks. The results showed that in order to improve the mental image of tourists in District 12 of Tehran, the components of perceived quality, meeting expectations, attractiveness of destination, emotional image, entertainment and activity, attractiveness of tourism according to the historical and cultural aspects of this area through tourism Creativity needs attention.