Document Type : Descriptive
Authors
1 Ph.D Candidate of Business Administration, Payamme Noor University, Tehran, Iran
2 Assistant Professor of Business Administration, Payamme Noor University, Tehran, Iran
3 Associate Professor of Business Administration, Payamme Noor University, Tehran, Iran
4 Associate Professor of Public Administration, Payamme Noor University, Tehran, Iran.
Abstract
The rapid growth of tourism as an industry has led many countries to consider tourism as an important component in the growth and development of the national economy and for this reason, from the perspective of development, today, based on gross domestic product, exports and employment, tourism is the largest industry in the world. On the other hand, it is noted that tourists, based on their mental images of different places, are determined to determine the destination of their travel, and this is where the importance of the brand's role in tourism appears. Therefore, in this research, along with the study of upstream documents; based on Delphi methodology, the opinion of experts from the field of tourism, especially policy makers in this field as well as university researchers in the field of brand and tourism, have been compiled to develop a model for promotion of tourism brand of the Islamic Republic of Iran. Also, cognitive mapping is used to draw and understand the relationships between model components. In the model obtained from the research, four main factors affecting the promotion of the tourism brand in Iran, including the factors of the tourism industry, the factors of the tourism destination, the factors of the state and government and the factors of the international environment, are identified and the relationship between them and their 16 sub-factors are analyzed together.
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