Designing and explaining the urban brand model in order to create a tourism destination brand with Grounded theory approach

Subject Areas : Futurology

ROMINA RABANI ¹ , Seyyed Mehdi jalali ² , Hassan Mehrmanesh ³

1 - Department of Business Management, Roodehen Department, Islamic Azad University, Roodehen, Iran
2 - Assistant Prof, Department of Management, FiruzKuh Branch, Islamic Azad University, Firuzkuh, Iran.
3 - Assistant Prof,Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

Received: 2019-04-10 Accepted : 2019-06-01 Published : 2021-02-19

Keywords: Urban Brand, Brand, Destination Brand, Urban Branding, Grounded Theory,

Abstract :

Abstract:Background: Today, urban branding and having a destination brand are the requirements of tourism marketing. Cities, like commercial products, need to be branded in order to succeed. An urban brand will be established on the values, attitudes, behaviors and city`s characteristics. Urban branding as a tourism destination brand, considered to be by presenting the city's image, is a source of economic value, political, and socio-cultural importance in order to enhance the competitive advantage. For building or Brand restructuring in the minds of the audience There should be a targeted program. Hence Necessity for explanation urban brand need strategic to Give the city an unforgettable identity.Objective: The purpose of this study is to design an urban branding model with consideration of the tourism`s destination.Methods: This is an applied research and accomplished with grounded theory. In this qualitative study 22 urban managers, experts and professors in the field of urban branding and tourism Interviewed in form of Deep structured and then the data from them were analyzed by open, axial and selective coding. Findings: research findings show Modern strategies of urban development، Urban modeling،determination policy Focus on tourism and Identification of urban tourism are Causal conditions of urban branding. Results: The implications of urban branding (process integrity, enhance and improve city's position, sustainable tourism development, city economic development, peace and friendship societies were raised the results of this research.