INTRODUCTION: NOWADAYS, TRAVELLING AND TOURISM INDUSTRY HAS GROWN INTO A GLOBAL PROFITABLE VENTURE AND IT HAS BEEN CONSIDERED AS ONE OF THE MOST INFLUENTIAL FACTORS IN CROSS-CULTURAL TRADES. SO INVESTIGATION OF EFFECTIVE ADVERTISING TECHNIQUES IS VERY IMPORTANT IN TOURIST ATTRACTION. ADVERTISEMENT IS ONE OF THE MOST COMMON Tools OF INTRODUCING TOURISM ATTRACTIONS. NEW INFORMATION AND COMMUNICATION TECHNOLOGIES BY PASSING GEOGRAPHICAL BORDERS COMPENSATE FOR THE LIMITATIONS OF TRADITIONAL MEDIA LIKE RADIO AND EFFORTLESSLY AND EASILY TRANSFER INFORMATION. ACTUALLY THEY HAVE CREATED A REVOLUTION IN TOURISM DESTINATION MARKETING. ALL MARKETING ORGANIZATIONS THAT HAVE BEEN EQUIPPED WITH THESE NEW TECHNOLOGIES HAVE INCREASED THEIR COMPETING POWER IN OBTAINING THEIR STRATEGIC GOALS. ALSO AS A RESULT IT IS SPECIFIED THAT IN A RECIPROCAL RELATIONSHIP TOURISM INDUSTRY HAS CAUSED FURTHER DEVELOPMENT OF INFORMATION TECHNOLOGY AND COMMUNICATIONS (FRAIS& COWORKERS, 2005). REVIEWING THE LITERATURE ABOUT THIS RESEARCH SHOWED THAT VIEWPOINT OF SOCIETY TOWARD ADVERTISEMENT ALSO TOWARD MOBILE ADVERTISEMENT IS POSITIVE AND ADDRESSES DON’T FEEL CONFIDENT ABOUT ADVERTISEMENT BUT THEY HAVE KNOWN THEM INFORMATIVE DON’T BE ANNOYED BY THEM (SADEG VAZIRI& MOUSAVI, 1391). THE PRESENT STUDY INVESTIGATED THE EFFECT OF VIEWPOINT ON Modern COMMUNICATIVE Tools ON SPORT TOURISTS' GENERAL PERSPECTIVES IN RELATION TO EFFECTIVENESS OF Modern COMMUNICATIVE Tools.METHOD THIS STUDY IS DESCRIPTIVE IN NATURE. INFERENTIAL STATISTICS WERE RUN TO ANSWER THE RESEARCH QUESTIONS. KALMOGOROV– SMIRANOV TEST WAS CONDUCTED TO IDENTIFY THE NORMAL DISTRIBUTION OF SAMPLES, AND STRUCTURAL EQUATION MODELING (SEM) WAS APPLIED IN ORDER TO INVESTIGATE THE RESEARCH HYPOTHESES.RESULTS ALL EXAMINED COMMUNICATIVE Tools IN THE STUDY HAD SIGNIFICANT EFFECT ON GENERAL PERSPECTIVES OF SPORT TOURISTS REGARDING THE USEFULNESS OF Modern COMMUNICATIVE Tools AT P<.001. THE COMPARISON OF THE EFFECT SIZE OF THESE Tools BASED ON B COEFFICIENT INDICATED THAT THE VIEWPOINT IN RELATION TO INTERNET HAS AVERAGE EFFECT BUT IN COMPARISON TO OTHER FACTORS HAD MORE SIGNIFICANT EFFECT ON THE USEFULNESS OF Modern COMMUNICATIVE Tools.VIEWPOINTS IN RELATION TO FACE BOOK HAD THE LEAST SIGNIFICANT EFFECT.IN SEGUENCE VIEWPOINT TOWARD BILL BORD, VIEWPOINT TOWARD CATALOGUE MOBILE, VIEWPOINT TOWARD SHORT MESSAGE, VIEWPOINT TOWARD SOCIAL NETWORK HAVE SECOND, THIRD, FOURTH AND FIFTH RANKS.CONCLUSION BASED ON THE RESULTS OF THE STUDY, IT WAS CONCLUDED THAT APPROPRIATE APPLICATION OF Modern COMMUNICATIVE Tools IN SUCCESSFUL ADVERTISEMENT, POSITIVELY AFFECTED THE PERSPECTIVES OF THE SOCIETY WITH RESPECT TO THE ADVERTISING IN GENERAL AND ADVERTISING TOURISM ATTRACTIONS IN PARTICULAR. THIS WOULD HELP PEOPLE HAVE CONFIDENCE IN ADVERTISEMENT.