Abstarct: Understanding the nature and awareness of various factors affecting customer behavioral intention is one of the most important issues in analyzing future behaviors of water park customers. The purpose of this research was determining the effect of service quality and perceived value on customers' behavioral intention with the mediating role of image in water parks, as tourism destinations. This is an applied and descxriptive-correlational research in terms of purpose and data collection, respectively. The statistical population of this study was customers (over 18 years old) Mashhad water parks (N = unlimited), of which 262 persons were selected by convenience sampling method. To collect data, five questionnaires was used, which include 1) service quality of Liu (2008); 2) perceived value of Gallarzaa and Saura (2006); 3) researcher-made questionnaire for destination image; 4) revisit intention (Jin et al., 2013; and Lim, 2006); and 5) word of mouth questionnaire from Wang et al. (2018). The formal and content validity of these questionnaires, were confirmed by 6 sports management specialists and the reliability of the questionnaires approved by Cronbach's alpha coefficient in a pilot study on 30 people of statistical population. To test the hypotheses, Pearson correlation and structural equation model were used. The results showed that service quality affects the destination image positively (β=0/24, p≤ 0/05) and significantly. The service quality through the destination image indirectly affects the revisit intention; but there was no direct relationship between the services quality and revisit intention. The destination image did not have a mediating role in the relationship between the service quality and word of mouth; Also, there was no direct relationship between the services quality and word of mouth. The effect of perceived value on revisit intention (β=0/31, p≤ 0/05), word of mouth (β=0/34, p≤ 0/05) and destination image (β=0/54, p≤ 0/05) was positive and significant. The destination image had a positive and significant effect on revisit intention (β=0/50, p≤ 0/05) and word of mouth (β=0/22, p≤ 0/05). Perceived value is also affectes revisit intention and word of mouth by mediating the destination image. Also, perceived value has the most effect (β= 0.58) on the revisit intention. The determination coefficient of endogenous variables showed that 54%, 76% and 29% of the variance of destination image, revisit intention and word of mouth variables were explained by exogenous variables, respectively. Finally, The results indicated that there were adequate fit indices of the model (CMIN/DF=2.15, NFI=0.86, CFI=0.92, TLI=0.90, RMSEA=0.07). Delivering value to the customer by creating an optimal image of the place of delivery leads word of mouth, which affects others by reducing purchasing risk and simplifying the search for information, so it can be used as an effective way to To attract new customers for water parks.