چکیده:
This study, which is a structural equation modeling study, has investigated the effect of literary tourism in 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 around the world that have been highlighted in some non/fictional novels. They can fascinate new tourists, increase the number of domestic travelers, and promote the tourism destinations. Due to the fact that the sample size is not known through the Cochran's formula with 95% confidence level, 384 people were selected by available sampling method and 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. Attitude was also recognized as a significant mediator between spiritual perception and behavioral goals. Findings of this study indicate that literary tourism has a positive, significant effect on increasing re-visit tourism destination through attitude, mental norms and perceived behavioral control.