نوع مقاله : مقاله پژوهشی

نویسندگان

• مهدی کروبی ¹
• فاطمه یاوری گهر ²
• سید مجتبی محمود زاده محمودزاده ²
• نسیم محمدیان محمودجیق ³

¹ استاد گروه مدیریت جهانگردی، دانشگاه علامه طباطبایی، تهران، ایران

² استادیار گروه مدیریت جهانگردی دانشگاه علامه طباطبایی

³ دانشجوی دکتری مدیریت گردشگری، دانشگاه علامه طباطبایی، تهران، ایران

چکیده

در سال‌های اخیر شاهد رواج استفاده‌ی برخی از مقصدهای گردشگری از برندها برای توصیف خود هستیم؛به‌طوری‌که،برندسازی ملی گردشگری/مقصد به یکی از مهم‌ترین کانون‌های توجه مطالعات بازاریابی گردشگری تبدیل شده است.ازسوی دیگر، توسعه‌ی گردشگری بیش از عوامل زمینه‌ای،در گرو سیاست‌گذاری است که به نوعی بر عزم دولت‌ها برای توسعه‌ی آن دلالت دارد و در اسناد،قوانین و نظارت بر اجرای صحیح آن‌ها منعکس می‌شود.پژوهش حاضر به‌منظور واکاوی رویکرد برندسازی در سیاست‌های کلان گردشگری ایران طراحی شده است.این پژوهش از نوع توصیفی-تحلیلی و از لحاظ ماهیت داده‌ها کیفی است.پس از بررسی پیشینه‌ی پژوهش،با استفاده از تحلیل مضمون به استخراج سیاست‌های ناظر بر برندسازی ملی گردشگری در متن اسناد فرادستی و پایه‌ی گردشگری پرداخته شد؛ 229کد اولیه،در قالب63 مضمون سازمان‌دهنده،21 مضمون پایه و4مضمون فراگیر باعنوان(1)برندسازی ملی گردشگری،(2)عناصر،(3)آثار و(4)عوامل اثرگذارآن دسته‌بندی شدند.در پایان،شبکه‌ی مضامین ترسیم شد.طبق یافته‌ها،نه تنها شاخص‌های تخصصی برندسازی ملی گردشگری،بلکه شاخص‌های بنیادین سیاست‌گذاری نیز در اسناد مورد بررسی نادیده گرفته شده است.

کلیدواژه‌ها

• برندسازی ملی گردشگری
• مدیریت برند ملی گردشگری
• برندسازی مقصدهای گردشگری
• سیاست‌گذاری گردشگری
• تحلیل مضمون

موضوعات

• مدیریت گردشگری

عنوان مقاله [English]

Analyzing Tourism Nation Branding and Tourism Brand Management of Iran in the Large-Scale and Basic Policies of Islamic Republic of Iran

نویسندگان [English]

• Mehdi Karoubi ¹
• Fatemeh Yavari Gohar ²
• seyed mojtaba mahmoudzadeh ²
• Nasim Mohammadian Mahmoudjigh ³

¹ Professor, Tourism Management Dept., Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

² Assistant Professor, Tourism Management Dept., Faculty of Management and Accounting, Allameh Tabataba'i University

³ Ph.D. Candidate, Tourism Management Dept., Allameh Tabataba'i University, Tehran, Iran

چکیده [English]

In recent years, some countries and destinations have used brands to describe themselves, in a way that "tourism nation branding" has become one of the main focuses of tourism marketing studies. On the other hand, tourism development depends more on tourism policy-making than the known underlying factors, which imply the determination of governments to develop this industry, and it reflects in high-scale documents and laws as well as in monitoring their proper implementation. This study analyzes the branding approach in macro policies of tourism in Iran. The research is descriptive-analytical and qualitative. After reviewing the research background, tourism nation branding policies were extracted from the content of the selected documents by thematic analysis. Then 243 primary codes were categorized into 62 basic themes, 21 organizing themes, and four global themes entitled (1)Nation tourism branding, (2)Components, (3)Effects, and (4)Factors affecting it. Finally, the thematic network was drawn, and the results were interpreted. According to the findings, not only the specialized indicators of tourism nation branding but also the primary indicators of policy-making have been ignored. At the top of them are a lack of systematization, a lack of stability and integrity, and a lack of guidance on implementing decisions.
Introduction
It seems that an essential part of the challenge of not paying attention to tourism branding can be found in macro tourism policies and policy-makers' lack of attention to integrating tourism development and marketing measures through branding. Therefore, the present study is designed in response to this question of whether the branding approach can be discovered in macro tourism policies? So we can explain the situation of tourism branding in the macro perspectives of the country to identify gaps and fundamental shortcomings of the Iranian policy system in this field.
In addition, a comparison of credible reports related to the national brand with tourism reports (before the Covid-19 epidemic) shows that 7 out of the top 10 countries in the NBI index presented in 2019 were among the top tourist destinations in the world (in terms of tourist attraction and income) in the same year, which was published in the report of the World Tourism Organization (UNWTO) entitled Tourism Highlights 2020.
Materials and Methods
The present study aimed to analyze the policies of different parts of the tourism nation branding in basic and large-scale documents, using thematic analysis. Then, the themes related to tourism branding were extracted. For this purpose, the basic (specific to tourism) and large-scale (macro) laws, documents, programs, and regulations of the Islamic Republic of Iran related to the field of tourism were identified (21 documents). Considering that the Iranian tourism industry has been influenced by the political institution more than anything else, the documents after the Islamic Revolution of Iran have been introduced and examined in this study. Then, based on the Attride-Stirling method, the coding was performed to identify basic themes (codes and points of the text), organizing themes (combining and summarizing basic themes), and global themes (governing the whole text) to form a thematic network. This research is descriptive-analytical and qualitative (in terms of the nature of the data).
Discussion and Results
The first step- parsing the text: first, the content of the documents was studied independently by the researchers, and the irrelevant or unuseful information was removed. Then, by separating the useful and related points, for example, the related content to tourism, branding, and its dimensions (explicitly or implicitly), the coding process began, and the basic themes were identified based on the initial codes.
The second step- interpreting the text and drawing the thematic network: In the next step, 243 initial codes were identified after reviewing the basic themes and ensuring the method of classification, naming, and adapting them to the original codes. Then, the primary codes were categorized into 62 basic themes, 21 organizing themes, and four global themes entitled (1) Nation tourism branding, (2) Components, (3) Effects, and (4) Factors affecting it. Finally, the thematic network was drawn, and the results were interpreted.
Conclusions
As confirmed in the present study, despite the importance of the tourism industry as an economic sector in the world, tourism nation branding has received little attention from policy-makers and the planning system in Iran. So that, only designing a random logo and slogan has been considered. Even designing and implementing a promotional program (albeit short-term) did not matter much for the same logo. In this regard, contrary to the consensus of researchers on the process of place branding and destinations branding, such an approach can not be traced in the selected documents, which shows the lack of importance of tourism branding in the field of public policy and tourism policy. The findings of this study are in line with the research literature. However, there are many obstacles along the way. According to the findings, it seems that given the current situation and the incomprehensible position of tourism nation branding in public policy, Iran is not currently ready to develop a purposeful and coherent tourism nation brand in the long run.

کلیدواژه‌ها [English]

• Tourism Nation Branding
• Management of Tourism Nation Branding
• Destination Branding
• Tourism Policy-making
• Thematic Analysis