Document Type : Research Paper

Authors

• Alireza Hamidzadeh Arbabi ¹
• Naser Seifollahi ²
• Ghasem Zarei ²
• Mohammad Bashokouh Ajirlou ²

¹ PhD student in Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

² Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

Abstract

Today, tourism destination branding, has become a powerful tool for transformation of regions and digital reputation of a tourism destination is one of the main factors affecting its competitiveness. Considering the importance of this issue, the purpose of this research is to provide a digital reputation model for tourism destination brands. This research is of a qualitative type, which has designed the model using Foundation's data theory. The statistical population of this research was university faculty members, managers and tourism activists, and purposeful sampling was used to collect information that, 14 interviews were conducted and the basis for completing the interviews was theoretical saturation. Data analysis was performed in three stages of open, axial and selective coding using MAXQDA software. The final model consists of the totality of causal conditions, contextual conditions, intervening conditions, central category, strategies and consequences of the development of digital reputation of the tourism destination brand.

Keywords

• Brand
• Reputation
• Digital
• Tourism Destinations
• Grounded Theory

Main Subjects

• Destination branding