Investigating the Role of Urban Branding Model in Development of Tourism in Gilan
Subject Areas :
samaneh akhavan foumani
1
(PhD student in Business Management; Marketing, Department of Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran)
homa doroudi
2
(Associate Professor, Department of Management, Zanjan Branch, Islamic Azad University, Zanjan ,Iran)
Fereshteh Lotfizadeh
3
(Assistant Professor, Department of Management, Zanjan Branch, Islamic Azad University, Zanjan ,Iran)
Keywords: brand, Tourism, urban Brand,
Abstract :
The world of tourism has a multi-purpose function that can be used as one of the strategies for developing economy, reducing the dependency of the country's budget on oil, creating employment, raising morale and so on. To this end, different countries and cities are trying to take a step towards tourism and economic development by creating and developing an urban brand. In this regard, the present study seeks to investigate the role and impact of urban branding model in order to expand tourism in Gilan province. The statistical population of the present study includes professors and experts in the field of business-tourism involving in this field. In this study, the interview was used to collect data and finally the data were analyzed using the data theory approach in three stages of open, selective and axial coding with MaxQDA software. Finally, 682 semantic units, 171 concepts, 38 categories were identified which were defined in the form of 6 factors.
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