Faculty of Geography- University of Tehran urban tourism 2423-6926 6 1 2019 05 22 Investigating the effect of tourists' mental image of Qamsar and Niasar Flower & Golab Festival on quality and perceived value of services Investigating the effect of tourists' mental image of Qamsar and Niasar Flower & Golab Festival on quality and perceived value of services 1 17 67108 10.22059/jut.2018.250298.440 FA Mohsen Shaterianshaterian Professor of Geography and Urban Planning, Kashan University, Kashan, Iran 0000-0002-4125-0837 Sadigheh Kiani Assistant Professor of Geography and Urban Planning, Kashan University, Kashan, Iran Fatemeh Sheikhzadeh MA of Geography and Urban Planning Tehran Noor Message Noor Journal Article 2019 01 10 The issue of urban tourism in large cities such as Tehran has great importance for the leisure of the people in the city. One of the most important recreation destinations in the city, which has attracted tourists in recent years, is Chitgar recreation Area, located in the west of Tehran. In present study according to the goal of study which is assessing the recreation development status in mentioned area, two models that are COPRAS and BOCR models were used. In order to combine both models, main criteria of BOCR which means economical, social and environmental issues considered as model’s inputs in COPRAS model. Results reveal that in BOCR model, economical and social advantages with allocation of 0.46 score have taken most impact while economical costs (0.16 score) have taken lowest impact in compare to others. Results from COPRAS model shows economical, social and environmental issues with allocation of 0.052, 0.021 and 0.013 COPRAS score have most influence from recreation development respectively. However, in contrast to the BOCR model, Effectiveness of sub-criteria will not be recognizable. In both methods environmental issues identified in undesirable condition and due to this matter recreation development in this area needs to pay attention and develop the environmental conditions.   The issue of urban tourism in large cities such as Tehran has great importance for the leisure of the people in the city. One of the most important recreation destinations in the city, which has attracted tourists in recent years, is Chitgar recreation Area, located in the west of Tehran. In present study according to the goal of study which is assessing the recreation development status in mentioned area, two models that are COPRAS and BOCR models were used. In order to combine both models, main criteria of BOCR which means economical, social and environmental issues considered as model’s inputs in COPRAS model. Results reveal that in BOCR model, economical and social advantages with allocation of 0.46 score have taken most impact while economical costs (0.16 score) have taken lowest impact in compare to others. Results from COPRAS model shows economical, social and environmental issues with allocation of 0.052, 0.021 and 0.013 COPRAS score have most influence from recreation development respectively. However, in contrast to the BOCR model, Effectiveness of sub-criteria will not be recognizable. In both methods environmental issues identified in undesirable condition and due to this matter recreation development in this area needs to pay attention and develop the environmental conditions.   https://jut.ut.ac.ir/article_67108_a4a40c9c5fd065416d8e6bf3ea9a1870.pdf