Sustainable development of tourism
fateme Yari Ghaleh; Nader Naderi; Bijan Rezaee
Abstract
Currently, numerous cities offer a variety of tourist attractions, which contribute to a unique local atmosphere for visitors. These attractions not only expand the range of appealing destinations but also have the potential to boost a city's reputation in the tourism industry, bringing economic benefits, ...
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Currently, numerous cities offer a variety of tourist attractions, which contribute to a unique local atmosphere for visitors. These attractions not only expand the range of appealing destinations but also have the potential to boost a city's reputation in the tourism industry, bringing economic benefits, job opportunities, and improved sustainability. Museums, art galleries, festivals, historic sites, and cultural events bring many tourists to a city and create changes in both tourists and the city environment. Their influence extends to economic, political, and social aspects, significantly impacting cultural interactions. Every city worldwide has its mix of features and activities, giving it a distinct identity. Promoting Kermanshah as a creative tourism destination, emphasizing cultural and artistic manifestations tailored to the province's needs and potential abilities, can be an essential step in contributing to sustainable regional development. This step involves utilizing existing attractions to create innovative tourism experiences, which require research and active involvement from tourism stakeholders. Since each region has its own geographic and unique characteristics, it is essential to conduct region-specific studies. Thus, the present study aims to identify the factors driving creative tourism development and emphasize the role of urban branding in Kermanshah Province. The dominant approach of the research was mixed (qualitative-quantitative), in which theme analysis and survey methods were used in the qualitative and quantitative parts. The inductive content analysis was performed, and through three procedures of open coding, secondary coding (finding concepts), and categories, 153 primary codes, 17 conceptual codes, and five factors were identified, which are drivers of cultural and historical heritage, institutions and organizations, and social drivers were the first, the second, and the third priorities, respectively.
Pejman Alipour; Bahram Kheiri; Abbas Heydari
Abstract
Issue: Customer participation in a wide range of voluntary, active and interactive business behaviors increases the perceived value of the brand. In fact, there is a great deal of empirical evidence to support a general link between customer engagement and customer perceived brand value. However, the ...
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Issue: Customer participation in a wide range of voluntary, active and interactive business behaviors increases the perceived value of the brand. In fact, there is a great deal of empirical evidence to support a general link between customer engagement and customer perceived brand value. However, the concepts of customer engagement and brand value co-creation are significantly multifaceted issues. Therefore, there is an important research opportunity to examine the relationship between different factors affecting the creation of brand value through customer participation. Recognizing this research hypothesis, the present study seeks to identify a set of factors that affect the creation of brand value in various ways through customer participation with a precise and meticulously meticulous approach, and thus, a model for explaining co-creation. Provide brand value in the tourism industry. The lack of comprehensive and multifaceted models on the issue of brand value co-creation in the tourism industry further clarifies the theoretical importance of this paper. At the same time, since the main evidence and information of this research is provided through interviews with tourism industry stakeholders who are fully acquainted with the subject; Therefore, it can be inferred that the proposed model of this research has a good validity.Method: The present study is a fundamental study that has been conducted with the aim of developing and validating the pattern of brand value creation in the tourism industry. From the perspective of data type, the present study has been conducted by mixed method (quantitative-qualitative) and from the perspective of data collection period is in the category of cross-sectional research. The study population in the qualitative section, including marketing and branding specialists in the tourism industry, reached a theoretical saturation with 15 experts. And in a small part, a sample consisting of 311 employees of Tehran hotels has been selected. The main method used in the qualitative part is the data approach of the foundation (grounded theory) and using this method, the main and sub-categories of designing the pattern of creating brand value in the tourism industry have been identified. In the quantitative part, the partial least squares method is used to validate the model. MaxQDA 11 software was used for content analysis and partial minimum squares calculations were performed with Smart PLS 2 software.Discussion and Conclusion: Managers should try to adapt services in the digital context to the needs of the day and with changes, and also by increasing customers' trust in the brand, their service to the services they provide and the conditions they create in the minds of consumers. Raise the brand in the context of e-commerce. The importance of trust in the development of e-business in the service sector has already been mentioned (Das et al., 2019). In this regard, it is necessary for managers of tourism and hotel industry with appropriate activities and investments in marketing in the digital context, setting fair prices and appropriate to the level of service quality, customer participation in programs and social activities with the aim of promoting the brand name in different market segments. Promotional activities such as offering cash discounts, prizes, etc. provide the necessary platform for promoting customer engagement with the brand and managing the brand value of the hotel in the field of e-commerce.
Fatemeh Baghaienia; mohammad shaker ardakani; nahid amrolahi; Ali Behjati Ardakani
Abstract
Because human resources have a great impact on forming a positive image of the organization in the minds of customers, so today in the internal branding process, personnel have an important role in conveying brand promises to customers. Therefore, the purpose of this study is to analyze and identify ...
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Because human resources have a great impact on forming a positive image of the organization in the minds of customers, so today in the internal branding process, personnel have an important role in conveying brand promises to customers. Therefore, the purpose of this study is to analyze and identify the factors affecting internal branding from the perspective of executives. The method of this research is qualitative and the data obtained from interviews with 19 executives of hotels in Yazd who have been selected by snowball sampling method and have been analyzed using thematic analysis method and Nvivo software. The data after coding includes 642 initial codes, 32 themes and 9 comprehensive categories. The results showed that the effective factors in internal branding from the perspective of hotel executives includes training, monitoring, effective communication, effective meetings, customer orientation, leadership, selection and employment, service compensation and quality of working life.
Sayyed Mohammad Tabatabaei Nasab; Fahime mahavarpoor; Faezeh Asadian Ardakani
Abstract
Reputation is a key issue in business. Like organizations, cities also compete at regional, national, and even international level. In such a competitive environment, reputation can be a valuable resource for a city. This study tried to present a model to explain the impact of branding on city reputation ...
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Reputation is a key issue in business. Like organizations, cities also compete at regional, national, and even international level. In such a competitive environment, reputation can be a valuable resource for a city. This study tried to present a model to explain the impact of branding on city reputation and its role in city performance. In terms of the purposes, this is applied research that had been done using the survey method. The required information was collected through a questionnaire from a sample of 277 Isfahan travelers using the available sampling method. Structural equation modeling with Smart PLS2 software was used for data analysis. The results revealed that city reputation has a positive and significant relationship on city performance and brand image impacts the city’s reputation through brand equity. Also, brand identity has a significant positive relationship on brand image.
