The aim of this study was to investigate the effect of destination image and service quality on the competitiveness of tourism destinations studied: Tabriz city was written. This research is applied in terms of purpose and analytical in terms of descriptive method. The statistical population consisted of incoming tourists to the city of Tabriz, the sample size of which was estimated to be 384 using the Cochran's formula for an unlimited population. In order to collect field information, a researcher-made questionnaire was used, the validity of which was confirmed by experts. Cronbach's alpha method and combined reliability were also used to evaluate the reliability, and the results of these tests confirmed the reliability of the questionnaire used. In order to analyze the data and information of this research, SPSS and LISREL software were used. The results of the research hypotheses showed that the destination image and service quality have a positive and significant effect on the competitiveness of tourism destinations. According to the path coefficient obtained for these two independent variables, the effect of the destination image variable on the competitiveness of tourism destinations was higher than the quality of services.

Keywords: Purpose image, service quality, competitiveness of tourist destinations, Tabriz

     

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