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There is a relationship between tourism motivation and destination choice, acquiring knowledge about this is so important in predicting the future patterns of tourists’ behaviour. The main purpose of this study is to analyse the motivational factors influencing European tourists’ decision making process to choose Iran. A sample of 404 tourists were studied, the data were analysed using factor analysis. The mentioned factors were categorized in four pull factors groups named “Attractiveness of safety and peace of mind”, “Attractiveness of marketing”, “Attractiveness of seeking diversity”, and “Attractiveness of culture and history of the destination”. The results show acquiring knowledge and learning about history and cultural heritage is a notable motivational factor, also tourists are persuaded to travel to Iran for feeling safe and secure and relying on their friends’ recommendations. Using social media professionally for providing tourism information about Iran and trying to give actual positive image of Iran will lead more European tourists to choose Iran. So, it is necessary to regard three main dimensions of tourism destinations such as improving international political relationships, conserving cultural and natural resources and offering tourism services and facilities.

The main purpose of this study is to analyze the relationships among information sources, destination image and destination choice decisions of potential travelers. A conceptual model was generated on the basis of literature review in which five hypotheses were proposed. Research instrument administrated in the English language was used for this study. Data analysis was conducted in two stages. First, exploratory factor analyses using principal component method with Varimax rotation were conducted on destination image and information sources to examine their dimensionalities and psychometric properties. In the second stage, multiple regressions were used to test hypothesized relationships among all image factors, information sources and choice of Iran as a tourism destination. All of these procedures were performed using SPSS 17. The results confirmed that information sources have a significantly positive effect on destination image and choice decisions. The theoretical and managerial implications were drawn on the study findings.