fariba vahidzadegan; Ali Zangiabadi
Abstract
Abstract Introduction In the face of the increasing competitiveness of the tourism industry, destination tourism brand emerges as an important asset determining tourism destination identity. Attention to the urban landscape and planning is one of the most important factors that can greatly impact the ...
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Abstract Introduction In the face of the increasing competitiveness of the tourism industry, destination tourism brand emerges as an important asset determining tourism destination identity. Attention to the urban landscape and planning is one of the most important factors that can greatly impact the urban brand. Urban landscape initially attracted the attention of the tourists. In a competitive environment, cities try to gain more market share, outstanding talent, and global attention. The main resources and attractions that are the key motivators for traveling and visiting a destination are divided into eight categories: 1- Environmental attractions (natural and human-made landscapes) 2- Culture and history 3- souvenirs and handicrafts 4-customs 5-celebrities 6-food 7- festivities and events 8-Tourism infrastructures. Apart from their role in shaping the form of the city, good and prominent urban landscapes serve as a tool for governments to increase their ability to attract tourists and global investments. Cities with a favorable visual environment can enhance their mental image and strengthen civic pride by expanding the audience's aesthetic experience. In such a competitive environment, paying attention to the urban brand is more important than ever. Urban and tourism managers have realized that to promote tourism, they must pay attention to various aspects of urban branding. The urban landscape is one of the factors that greatly impact the urban brand and its development and progress. This study investigates the role of the Isfahan urban landscape in the tourism brand of this city. This study investigates the role of Isfahan urban landscape in the tourism brand of the city. The main purpose of this study was to Explain the Interaction of Tourism brand equity and Urban Landscape from the Perspective of Foreign Tourists and prioritize the factors affecting the Isfahan tourism brand equity. Data and Method With a rich historical, cultural, artistic, natural background, Isfahan city is one of Iran's most important tourist destinations. The present study is applied research in terms of purpose and descriptive-analytic and survey concerning the method. The statistical population of the survey includes all foreign tourists who visited the city of Isfahan in 2019. The study sample based on Cochran's formula is 383 foreign tourists. In this research, by using the brand equity model, we validate the Isfahan tourism brand by emphasizing the city perspective from the view of foreign tourists. The data collection method is a questionnaire, and that of data analysis is by using Amos 23 software; In order to evaluate the reliability of the questionnaire, Gronbach's alpha was used, which is 0.89 for this questionnaire and indicates the acceptable reliability of the questionnaire. The method of factor analysis is confirmatory. Results Brand image is the closest step to brand formation. A brand image is a perception of the brand reflected in the customer's mind by brand associates. A brand image does not have to be an objective image. The study results indicate that Isfahan's brand image has the most role in Isfahan's tourism brand equity. Also, historical attractions, cultural attractions, and handicrafts sequentially show the Isfahan branding image from the perspective of foreign tourists. Conclusions The image of Isfahan tourist destination in foreign tourists' view is an image of a historical tourist destination. Historical landscape, natural landscape, and handicrafts in the case of Isfahan are considered competitive advantages; Especially the first one is a distinctive and unique feature of Isfahan compared to competing destinations. Improving and increasing the quality of the landscape affects the urban brand directly and has high power in attracting tourists and different investors. The urban landscape is one factor that greatly influences the urban brand and its development and progress.
Mohammad Najjarzadeh; Seyed Abbas Ebrahimi; Rezvan Golestaneh
Abstract
With the dramatic changes in communications in the current century, tourism has witnessed a great deal of transformation. On the other hand, today's busy world has provided little opportunity for pleasure and entertainment, and consumers services are eager to get the travel information they need as quickly ...
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With the dramatic changes in communications in the current century, tourism has witnessed a great deal of transformation. On the other hand, today's busy world has provided little opportunity for pleasure and entertainment, and consumers services are eager to get the travel information they need as quickly and easily as possible. The purpose of this study is to investigate the effect of tourism brand in social media in order to develop the travel motivation to Tehran, considering the mediator role of attitude toward the destination. A questionnaire consisting of 35 items and 313 samples was collected. Factor analysis and structural equation modeling were used for data analysis. The results indicated that tourism brand (t valu: 11.38) and attitude toward destination (t valu: 3.96) have positive and significant effect on travel motivation. Also, in the impact of the tourism brand on travel motivating, the attitude toward destination plays as a mediator.
Mohammad Saleh Torkestani; Kobra Bakhshi Zadeh Borj; Pedram Jahedi
Abstract
Competition and the speed of change in the tourism industry have made organizations to understand audience feedback to plan for attracting more tourists. This research is an applied research, with a combination of elements. It attempts to use the brand conceptual mapping method to create insight from ...
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Competition and the speed of change in the tourism industry have made organizations to understand audience feedback to plan for attracting more tourists. This research is an applied research, with a combination of elements. It attempts to use the brand conceptual mapping method to create insight from the understanding of internal audience to the tourism brand of Kish Free Zone. For data collection, 200 people in Tehran in two groups of people with/without a history of visiting the Kish Free Zone were selected by simple sampling. After two interviews using Brand Conceptual Mapping Method, their mental maps were drawn up. Although the Kish Free Zone includes the Kish Island, Hendurabi, and greater and little Faror Island, except Kish, there was no association related to the other islands in the maps. According to the results, people with a history of visits had more associations and more positive associations. More than half of the associations of people without a history of visits were similar to those with a history of visits. The inclusion of an advertising media as a negative association on the map of people without a history of visits was a notable point
yazdan shirmohammadi; ghazaleh Darabi; Zynab Hashemi baghi
Abstract
In the current super competitive environment, tourism marketers should focus on branding and the factors that make up the brand of a tourism destination. Since attention and mental conflicts, choice and intention to visit are the essential elements in the tourism brand's structure, any change in these ...
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In the current super competitive environment, tourism marketers should focus on branding and the factors that make up the brand of a tourism destination. Since attention and mental conflicts, choice and intention to visit are the essential elements in the tourism brand's structure, any change in these elements can be important in the demand for re-visitation. The aim of this study was to investigate the effect of sustained tourism mental conflicts into domestic tourists intention of revisiting in comparison with international tourists with and without the effect of intermediary variables (brand awareness, brand image, brand perceived quality and brand loyalty). The present research is applied in terms of its purpose and is considered as descriptive-survey research in terms of research methodology. The statistical population is the international and domestic tourists of Tehran. The Statistical analyses were performed using SPSS and AMOS software. The bootstrap method was used to test the path analysis of hypothesis. The findings of the research indicate that the sustained mental involvement of the tourists on the intention of visiting domestic tourists is influenced by the effect of intermediate variables and the sustained mental involvement of the tourists has a positive and significant effect on the intention of international tourists’ re-visitation with effect and without intermediary variables. In fact, revisiting Tehran as a tourism destination requires considering brand awareness, brand image, destination brand quality, loyalty to the destination brand and sustainable tourism engagement. These factors are interconnected and their effect on domestic tourists is different from foreign tourists. Therefore, marketing and branding strategies for domestic tourists should be different from branding for international tourists.
