The present study was conducted with the aim of identifying the factors affecting image management in sports tourism destinations. This study was based on an applied objective and was a qualitative research based on thematic analysis. The statistical population of the present study included experts (professors, specialists, instructors) active in the field of sports tourism, 17 of whom were selected using the snowball sampling method until theoretical saturation was reached. The research tool was a semi-structured interview. The data from the interviews were analyzed using thematic analysis method and with MAXQDA software. The results indicated that the factors affecting image management in sports tourism destinations include: appropriate management system, marketing and branding, media communications, improving the experience and quality of services, innovation in service provision, political factors, economic factors, cultural and social factors, environmental factors, crisis management, and image recovery. These themes were organized into 26 themes and 107 basic themes were identified and classified. According to the findings of this study, we conclude that improving image management in sports tourism destinations can increase visitor trust and satisfaction and consolidate the position of destinations in the minds of audiences, thus enabling the attraction of more tourists and strengthening the competitiveness of destinations.