Document Type : Research Paper
Authors
1 Master of Entrepreneurship Management, Faculty of Economics and Accounting, Razi University, Kermanshah, Iran
2 Assistant Professor of Management and Entrepreneurship, Faculty of Economics and Accounting, Razi University, Kermanshah, Iran
Abstract
The registration of Oramanat in UNESCO as a world heritage has increased the importance of this region to attract international tourists. The purpose of this research is to find the effective factors in branding the tourist destination of Oramanat in the form of a pattern and model. This study is an applied research using a mixed exploratory method and during two qualitative and quantitative stages, in the qualitative part with 15 experts in the field. Tourism was first conducted in a targeted way and then snowball interviews. In the quantitative part, the same sample people present in the qualitative part of the questionnaire were given pairwise comparisons, and finally a hierarchical analysis was done to analyze the data. 9 factors were identified for the tourism branding of Oramanat, which obtained the highest points in the order of infrastructure and facilities, attractions factor, and marketing and advertising factor.
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