Presenting an urban branding model with the approach of developing the urban tourism ecosystem in Gorgan

Subject Areas : CLIMATOLOGY

nafise varkiani poor ¹ , mahmood reza cheragh ali ²

1 - Entrepreneurship Development
2 - Assistant Professor, Faculty of Economics and Management, Golestan University

Received: 2022-01-22 Accepted : 2022-06-12 Published : 2022-06-21

Keywords: Gorgan city, urban branding, Urban tourism ecosystem development, tourism approach, mass orientation,

Abstract :

Urban brand is an important asset for sustainable urban development and the difference between cities. Urban branding is a phenomenon that cities need to achieve a sustainable competitive advantage in the age of globalization and pave the way for entrepreneurship. The main purpose of this study is to design an urban branding model for the development of urban tourism ecosystem in Gorgan. The research method is fundamental in terms of purpose and in terms of collecting qualitative information and has been done using the data theory theory method. In this study, using targeted sampling and snowball sampling methods, with 21 faculty members in the fields of urban management, marketing management, executive management, government and cultural management, and municipal managers and people with experience In-depth urban management interviews were conducted and then the data obtained from them were analyzed through open, centralized and selective coding. Paradigm model of branding from causal conditions, contextual conditions, intervening variables, strategies and consequences of branding (development of urban tourism ecosystem, development of social capital, attraction and development of investment and tourism, and rural development And reduced migration) for that city are the results of the research.