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Promotion of tourism quality in framework of sustainable development purposes is one of the important subjects of rural planning. This study methodology is practical by analytical approach and required data gathered based on document studies. In depended variables of study contain rural environmental quality dimensions (functional, punctual and perceptual, aesthetical and formal, ecological) and depended variable contain rural destination environmental perception indexes and intellectual image from rural destination dimension contain variables such natural beauty, rural calmness, rural pleasant, rural sincerity that had been used in questionnaire designing too. Rural tourist of Rood bar ghasran rural district from Tehran province was the sample community of this study that 160 tourist in 15 rural points had been analyzed as sample study. Result of study show that perceptual values of environment and positive intellectual image of tourist in destination rural was acceptable in all dimensions with high level of meaningfulness and with regard to the good condition of environmental quality in destination rural area. This correlation had been approved by Pierson correlation test among environmental quality dimensions and environmental perceptual and tourist intellectual image of destination variables. Also, by attention to gained result of regression test, could been deduce that aesthetical and formal quality variables had most affect on tourist perceptual values from environment (with 0.541beta coefficient) and positive intellectual image creation (with 0.514beta coefficient) from samples view.

Keywords: Tourism, Environmental quality, environmental perception, intellectual image

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