This study identifies the influence of interdisciplinary variables on tourist online purchasing intention, such as consumers' online purchasing experience, novelty-seeking behavior, perceived ease of use, risk taking, tourism service and destination characteristics. The study population includes international tourists who purchased Yazd sightseeing tours. Using convenience sampling, 386 visitors were chosen to complete the variable scale questionnaire. The data were analyzed using SmartPLS and SPSS software. Results indicated that “prior experience,” “ease of use,” “risk taking”, and “novelty-seeking behavior” have a direct and meaningful effect on “online purchasing attitude” and have an indirect effect on “tourist online purchasing intention” with the mediating role of online purchasing attitudes. Furthermore, “tourism services and destination characteristics” and online purchasing attitudes directly and significantly affect tourists' online purchasing intentions. Moving between disciplines improves the quality of industry-relevant research and makes it more practical and valuable. The identified interdisciplinary variables influencing tourists’ online purchasing intentions are valuable for the destination marketing of World Heritage Cities.

There is growing investment in the tourism industry, especially in the countries with potential attractions. All tourism destinations attempt to compete with other opponents and be distinctive. They also try to provide more particular experiences for visitors. The present study aims to investigate the effectiveness of the tourism brokers’ perspective on Turkey's image as a tourism destination through the mediating role of marketing communications and subjective norms. This study is an applied research based on descriptive correlational studies. The research population includes all the tourism brokers in Iran (travel agencies, tour operators, and travel agents) who provide outgoing Turkey tours. The samples (including 250 tourism brokers) are selected using a convenience sampling method and data were collected by using a questionnaire. To analyze data, Structural Equation Modeling (SEM) is applied using the Smart PLS 3 software. Results show that cognitive and affective images have a significant direct effect on tourism destination image while they have a significant indirect effect on destination image through the mediating role of marketing communications and subjective norms. Marketing Communications and Subjective Norms have a significant direct effect on destination image. Previously, there were not adequate information on and attention to the factors affecting tourism brokers in promoting Turkey as a cross-border destination, so this study is conducted to present new ideas for marketers and tourism brokers.