Document Type : Research Paper
Author
Ph.D student in of marketing management / Allameh Tabataba'i university
Abstract
Destination brand image is crucial for attracting and retaining tourists, particularly in religious destinations. This study explores pilgrims’ mental associations with Mashhad, a key pilgrimage city in Iran and the Islamic world, using a qualitative free-association approach. Findings reveal a multi-layered brand image comprising two main dimensions: first one is spiritual-emotional—tranquility, spirituality, religious identity, pilgrimage experience; and second one is service-cognitive—infrastructure, transportation, accommodation, urban services, and crowd management. Spiritual associations enhance emotional bonds and loyalty, while service deficiencies negatively affect overall experience and brand perception. The study underscores the need for integrated brand management addressing both dimensions and offers a framework for branding religious destinations, providing practical guidance for policymakers and tourism managers to improve pilgrim experiences and strengthen Mashhad’s international positioning.
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