Investigating the Impact of Destination Image and Quality of Services on the Competitiveness of Tourism Purposes: Tabriz City

The objective of this study was to examine the impact of destination image and service quality on the competitiveness of tourism destinations, specifically focusing on Tabriz city.This research is classified as applied in terms of its purpose and analytical in terms of its descriptive methodology.The statistical population comprised incoming tourists to Tabriz, with a sample size estimated at 384, calculated using Cochran's formula for an infinite population.To gather field data, a researcher-developed questionnaire was employed, the validity of which was confirmed by subject matter experts.The reliability of the instrument was assessed using Cronbach's alpha and composite reliability, with the results affirming the questionnaire's reliability.Data analysis was conducted utilizing SPSS and LISREL software.The findings indicated that both destination image and service quality exert a positive and significant influence on the competitiveness of tourism destinations.Furthermore, the path coefficient analysis demonstrated that the impact of destination image on the competitiveness of tourism destinations was greater than that of service quality.