The Role of Innovation in the Tourist Attitude and Improving the Destination Performance(Case study: visitors of historical places in Tehran)

This study aims to investigate the role of innovation in tourist attitude and improve performance destination. In this regard, while reviewing concepts innovation, attitude, destination performance, using structural equation modeling method, we examined effect on promotion performance. The statistical population includes tourists from historical places Tehran, whose number is unlimited. sample size was determined Krejcie-Morgan 384 determination table, which selected simple random sampling. order collect data research, a questionnaire used, validity confirmed as content by experts, construction structure confirmatory factor analysis Smart-pls software its reliability Cronbach's alpha coefficient, approved 0.954. analyze study, Chlomogroff-Smirnov test used for regular testing, hypotheses. results showed that services marketing has significant impact attitudes, promotion, also show mediating not been confirmed.