Nostalgic tourism destination branding: a qualitative study

Subject Areas : marketing

Parinaz Masoumi ¹ , Vahidreza Mirabi ² , Jalal HaghighatMonfared ³ , Ahmad Vedadi ⁴

1 - PhD student, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Associate Professor, Department of Entrepreneurship Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Associate Professor, Department of Public Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2024-02-07 Accepted : 2024-07-23 Published : 2025-07-11

Keywords: brand, nostalgia, tourist destination, customer attitude,

Abstract :

he main purpose of this research is to provide a model of nostalgic branding of the tourist destination, so the current research is in the field of applied-developmental research. Also, based on the nature and method, the current research is a descriptive-exploratory research with a qualitative approach, which is carried out in a cross-sectional way in terms of time. The statistical sample in the qualitative section includes 30 university and market experts related to the tourism industry, who were selected purposefully and non-randomly. The data collection tool includes a semi-structured interview. Data analysis was done in qualitative method with database approach and MAXQDA v10 software. Based on qualitative analysis, the paradigm model of research in six dimensions of causal factors (sometimes from the destination brand, destination brand image, tourist relationship management, tourist participation), background conditions (tourism infrastructure), intervening factors (host tourism culture), strategies (branding) based on nostalgia), central phenomenon (tourism brand development) and consequences (tourist travel decision) were designed.