Sustainable development of tourism
fateme Yari Ghaleh; Nader Naderi; Bijan Rezaee
Abstract
The current research was conducted to identify the drivers of creative tourism development with an emphasis on 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 ...
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The current research was conducted to identify the drivers of creative tourism development with an emphasis on 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,respectively.The population studied in the qualitative section comprised of managers and experts of cultural heritage and tourism,municipalities and urban affairs,marketing/tourism activists,university faculty members,and entrepreneurs in Kermanshah province.The purposeful sampling and snowball methods were used by which 22 interviews were conducted with the participants,and theoretical saturation was achieved.In the quantitative part of the research,the statistical population included all the managers active in the field of tourism businesses of Kermanshah province.There were 284 people,of which163 were selected as the samples by using the table of Morgan.Three procedures of open coding,secondary coding, and categories were used in inductive content analysis leading to the identification of153primary codes,17conceptual codes,and5factors.
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.
Barat Ali Khakpour; Hamed abbasi; nemat shakarami
Abstract
Considering the global competitive environment, branding tourism potential is important in directing resources and attracting investment. Today, most countries and cities are planning to earn foreign exchange using this green industry. Therefore, in this research, considering the high potential of Fars ...
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Considering the global competitive environment, branding tourism potential is important in directing resources and attracting investment. Today, most countries and cities are planning to earn foreign exchange using this green industry. Therefore, in this research, considering the high potential of Fars province in the field of historical tourism, we seek to evaluate the tourism brand of Fars province based on the tourism development document of this province in 1404 and national competitiveness. In terms of the methodology, this is a descriptive-analytical and in terms of the purposes, this is an applied research. The required data and information collected using library and documentary sources (tourism development document of Fars province) and survey method (questionnaire-interview). The results show that Fars province in terms of tourist attraction and branding criteria, has a competitive map below Mashhad with 3.5 points and 3 out of 5 points, respectively, and it is in a competitive situation with Isfahan province and above other national and regional rivals (Khuzestan, Yazd, and Kerman). The result of the proportional map shows that the main factors influencing the development and branding of tourism in Fars province are macro-management of the country, lack of credit, political perspectives on the historical tourism of Fars province, restrictions of the Islamic society and international sanctions. Also, the most important features of Fars province which have four characteristics of rarity, non-repeatable, irrelevant and valuable are Shah Cheragh shrine, the tomb of the characters and national monuments, historical monuments of Fars province. Therefore, considering these sources and the significant variables affecting tourism branding in Fars province, a map of strategic alignment has been drawn and appropriate strategies have been suggested
