---

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.

---

Undoubtedly, the development of tourism in any region requires a precise identification of the area and the provision of facilities and services needed by tourists, which is essential for the purpose of planning at all levels in order to achieve the successful development of tourism. This research deals with the pathology of service provision and prioritization of tourist destinations in terms of tourism potential in Zanjan province. The research was a combination of qualitative and quantitative, which was the method of collecting information in the form of interviews and questionnaires. In order to analyze the interviews from MaxQuda, the hierarchical analysis model was used to evaluate the criteria and the geographic model was used for the geographical distribution of tourist destinations. According to the findings of the research, Zanjan province, despite having suitable capacities for tourism, suffers from many problems such as lack of facilities, instability in policies to improve the quality of tourism services, and lack of management and planning in tourism development, and has not yet enjoyed proper progress in this field. The low general level of services and inconsistency in planning and different views on tourism are the two main problems of the tourism services sector in Zanjan province. But according to the geographical distribution, tourist destinations: Soltanieh dome, gen chimneys, Angoran mine, Oljaito ecotourism resort, Soltanieh ecotourist resort, boutique hotel, Zulfaqari mansion, El Daghi, Seyed Mohammad bridge, Zanjan Jame Mosque, Khedevi house, colorful mountains in the first cluster This means that the tourist destinations in question are surrounded by high capabilities and more population, which should be placed as priority areas in the planning and development of services.
 

---

The aim of this research is to identify and prioritize impact factors of service quality in Tourism Industry. Today, Tourism knows as the most important factors for incoming of countries and Iran is one of the 10^th best countries about site seeing. Hence, based on rules, the dependency of Iran’s budget on oil have to decrease. The trip is one of the most important things for each Iranian's family. Therefore, the quality of services in the tourism industry can effect on the quantity of trips. So, these factors must be identified and then the rare resources of travel agencies are allocated to them. One of the evaluation models of service quality is Servqual that has 5 criteria such as reliability; responsiveness; assurance; empathy and tangibles which each of these criteria has sub-criteria. Travel agencies can implement this model and evaluate the service quality of them. But after identification of these factors, allocation of these rare resources such as HR, budget, time for implementing improvement programs is the most important factors for each agency. Hence, for allocating rare resources of travel agencies, Rembrandt method is used. Statistics society of this research is all passengers who travel in other in the internal or external city of Iran during Esfand month. This research is done by survey and sampling did by random. The result shows that among five criteria, sympathy criterion has high priority and among sub-criteria, creating trust in customer has high priority.