Tourism Management Studies

Destination Brand Image and Mind-Concrete Associations of Mashhad as a Religious Tourism Destination

Document Type : Research Paper

Author

Mahdi Bashirpour

Department of Marketing Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

https://doi.org/10.22054/tms.2025.88075.3106
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.

Keywords

Destination brand image
Free association
Religious tourism
Mashhad
Destination branding
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