Presenting a Brand Development Model in Tourism of Natural Places

Subject Areas : Jounal of Marketing Management

Yasamin  Golafshan Yousefi, ¹ (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Azam  Rahiminik ² (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
sina  Nematizadeh ³ (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
mandan  momeni ⁴ (Department of Human Resource Development Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)

Received: 2023-05-25 Accepted : 2023-07-13 Published : 2023-07-23

Keywords: natural places, Brand development, tourism industry, place marketing,

Abstract :

Although many aspects of brand theory can be applied to tourism destinations and different places, the branding process of tourism destinations is much more complicated than branding for products and goods. For this reason, it is necessary and important to identify the factors that lead to the branding of tourist places. In this article, we have tried to present a brand development model in the tourism industry using a qualitative approach and thematic analysis method. To present the model, first the research literature was studied and then 10 tourism industry experts were interviewed. The data obtained from the interviews were coded, the categories were defined and finally 7 main themes were obtained, which include attachment to the place, awareness of the tourism destination brand, physical factors, background conditions, place value, communication and information. Facilities and services.

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