Designing a model for surviving and strengthening the hotel brand in the tourism industry with future studies approach through Grounded Theory (case Study: Selected 4 and 5 star hotels in Mashhad)

Subject Areas : Futurology

behnaz daneshmand ¹ , Mohammad Haghighi ^{2 *} , Azim zarei ³ , golnar shojaei ⁴

1 - Islamic Azad University, Shahrood Branch, Shahrood, Iran
2 - University of Tehran
3 - faculty of management and administrative of semnan University,
4 - faculty of management and administrative of islamic Azad University, shahrood branch

Received: 2020-07-11 Accepted : 2021-02-14 Published : 2022-05-22

Keywords: brand surviving and strengthening, tourism and hotel industry, Future Studies,

Abstract :

Background: hotel managers should have a positive attitude towards the development of business strategy in the future, which can include all the dimensions related to brand strengthening and promote the position and create value and provide the possibility of distinguishing the brand from competitors.Objective: The present study seeks to achieve the survival model and strengthen the hotel brand in the tourism industry with future studies approach through Grounded Theory in selected 4 and 5 star hotels in Mashhad.Methods:This study is performed qualitatively through Grounded Theory approach and three coding steps .field method is used to collect the data with semi-structured interview method with 12 managers of 4 and 5 star hotels in Mashhad, who have been selected using non-probabilistic sampling methods and snowballFindings: The final research model was presented in the form of a central coding paradigm and led to the design of seven .These include causal conditions (four categories), intervening conditions (three categories), basic conditions (three categories), central category under brand management architecture, strategies (seven categories), and outcomes (seven categories). future studies plays an important role in the tourism industry in terms of strategies and outcomes in the model of surviving and strengthening of the hotel brand.Conclusion: The present study shows that by using brand management architecture, it is possible to take steps to survive and strengthen the brand of hotels and achieve the desired goals by implementing the model designed that presented in this research.