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This study is a structural equation modeling study. It has investigated the effect of literary tourism during the Covid-19 virus pandemic on tourists' behavioral goals through the attitude of mental norms. The present study is a one-section survey. The statistical population of this study includes all tourists who visited the cultural and spiritual sites of Shiraz, like Hafez and Saadi tombs. Literary tourism is a concept that praises the culture and heritage of a destination. The concept is to go to locations worldwide highlighted in some non/fictional novels. They can fascinate new tourists, increase the number of domestic travelers, and promote tourism destinations. Because the sample size is unknown through Cochran's formula with a 95% confidence level, 384 people were selected by the available sampling method. They answered the questionnaire about the effect of literary tourism during the Covid-19 virus pandemic on tourists' behavioral goals. The collected data were analyzed by using Amos software and SPSS. Confirmatory factor analysis, the reliability and validity of the contract measurement model, Cronbach's alpha results (above 0.7), and composite reliability (greater than 0.7) for the reliability and mean of the extracted variance (greater than 0.5) were confirmed. The structural equation model was used to test research hypotheses and the relationships between research variables (spiritual factors, behavioral purpose). The results showed that spiritual variables, in general, have a positive effect on the behavioral goal of tourists through the attitude of tourists' mental norms. This attitude was also recognized as a significant mediator between spiritual perception and behavioral goals. The findings of this study indicate that literary tourism has a positive, significant effect on increasing re-visit tourism destinations through attitude, mental norms, and perceived behavioral control.

Destination Image as a development which comprises of interrelated assessments converged with general impressions and convictions dependent on data preparing from an assortment of sources after some time; little research has concentrated on picture arrangement corresponding to this kind of goal, this article explores the mediating role of Online Image on the connection between E-WOM and  E-service quality, E-satisfaction, E- trust The result of Structural equation Modelling  (AMOS) path analysis affirmed that estimation model fulfilled the necessity and evidence the solidness of things, builds and correlation. All the four conditions for estimation model was met: things stacking above 0.7; unwavering composite quality (CR) above 0.7; Average Variance Extraction (AVE) above 0.5. The scholastics and industry will profit by the usage of this examination. Likewise, the tourist industry division can draw from these outcomes as references and proposals inside the impediments of the study. Future research headings were proposed to deal with the restrictions.