Enhancing Tourism Productivity via Assessment of Factors Affecting the Introduction of Traditional Iranian Markets as a Tourism Brand: The Case of Tabriz Market

Subject Areas : Project Management

Aref Monadi ¹ (PhD Candidate, Department of Arts, Architecture and Urbanization, Marand Branch, Islamic Azad University, Marand, Iran)
Karim Hoseinzadeh dalir ² (Professor, Department of Arts, Architecture and Urbanization, University of Tabriz, Tabriz, Iran)
Bakhtiyar Ezat panah ³ (Assistant Professor, Department of Arts, Architecture and Urbanization, Marand Branch, Islamic Azad University, Marand, Iran.)

Received: 2019-08-26 Accepted : 2020-03-06 Published : 2020-12-21

Keywords: Market, tourism development, branding, Traditional Markets,

Abstract :

The purpose of current enquiry was to assess the factors that impact the introduction of traditional Iranian markets as a tourism brand with a focus on Tabriz market. To this end, an interview was conducted with the research sample comprising the experts in the field, the customers of Tabriz covered market, the businessmen working there. The Cochran model was used to estimate the sample size. The data collected from the interview were coded and categorized via Excel software and further analyzed through SPSS software. The initial analyses were carried out in two phases starting with identification of the characteristics of the research sample with respect to 6 different factors relevant primarily to their socio economic status. Further, the indicators evaluating the independent variables were scrutinized. A Likert scale was employed to collect the data. It comprised 58 indicators subcategorized under four independent variables: the image of the target market, market identity, market tourist facilities, and market uniqueness. The data analysis procedures included estimation of the average impact of each of the indices on each variable and the average effects of independent variables on the branding of Tabriz covered market, testing the relationship between the indices and independent variables and the branding of Tabriz market via Spearman correlation test, estimating the effectiveness of independent variables through linear regression model, final ranking of independent variables via path analysis method and, finally, a significant level analysis of the relationship between traditional market and market branding. The findings indicated that all three groups of participants believed that indices and independent variables had high average effect on Tabriz market branding as the dependent variable.                                                                   

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