Developing a Model for Branding Maranjab Desert as a Supplementary Destination: An Emphasis on Sport-Recreational Potential

Ershadian, Mojtaba; Zohrevandian, Karim; Mondalizadeh, Zeinab

doi:10.22054/tms.2025.88482.3115

Developing a Model for Branding Maranjab Desert as a Supplementary Destination: An Emphasis on Sport-Recreational Potential

Document Type : Research Paper

Authors

Mojtaba Ershadian

karim zohrevandian

Zeinab Mondalizadeh

Department of Sports Management, Faculty of Sports Sciences, Arak University, Arak, Iran

https://doi.org/10.22054/tms.2025.88482.3115

Abstract

This research aims to develop a qualitative model for branding Maranjab Desert as a supplementary tourism destination, emphasizing sports and recreational tourism. Given the emergent nature of combining concepts like destination branding, supplementary destination, and sports tourism, a qualitative research methodology based on Grounded Theory, following the Strauss and Corbin approach, was employed. Data were collected and analyzed through in-depth interviews with 16 academic and executive experts to derive a novel theoretical framework from empirical data. The findings resulted in a comprehensive paradigmatic model comprising five clusters of factors: Causal Conditions (e.g., unique potential), Contextual Conditions (e.g., supportive regulations), Intervening Conditions (e.g., governmental policies), Strategies (e.g., establishing a unique identity), and Consequences (e.g., economic benefits and increased tourist flow). This developed model adds significant theoretical added value to the destination branding literature and provides an operational framework for managers seeking to enhance Maranjab Desert’s position within the national tourism ecosystem.

Keywords

Destination Branding

Supplementary Destination

Sports Tourism

Maranjab Desert

Grounded Theory

Subjects