Abstarct: The aim of this study was to investigate the effect of virtual social networks on customer orientation and service orientation of sports tours with the mediating role of innovative performance. The method of this research was descxriptive data collection method and structural equation model correlation schemes. The statistical population of the study includes; All were sports tourists from Tehran city. Due to the infinity of the research population, G-Power sample size software was used to estimate the sample size and 230 people were selected as the sample size and were selected using non-probabilistic (non-random) sampling method. Data were collected using Jahanbani Network and Social Media Questionnaires, Sachs & Weitz (1982) Customer Orientation, Gwyner et al. (2005), and Eskandarzadeh (2014) Innovative Performance, using structural equation modeling and The partial least squares approach and regression coefficient were analyzed. The results showed that the virtual social network has an impact on the innovative performance of sports tours. Virtual social network affects the customer orientation of sports tours. Virtual social network affects the serviceability of sports tours. Innovative performance affects the customer orientation of sports tours. Innovative performance affects the serviceability of sports tours. The results also showed that innovative performance has a mediating role in the impact of virtual social network on customer orientation of sports tours. Innovative performance mediates the impact of virtual social network on the serviceability of sports tours. Therefore, virtual social networks and innovative performance improve customer orientation and service orientation of sports tours in Tehran city.