نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت بازرگانی دانشگاه حضرت معصومه (س)، قم، ایران؛
2 دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه حضرت معصومه (س)، قم، ایران؛
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Abstract:
The salt lake of Qom, with its unique attractions such as salt crystals, regular octagonals, minerals, desert species and saline species, has so far failed to improve its position among tourism destinations. Branding can create an interesting image tailored to the Salt Desert's tourist attractions in the minds of tourists. The main purpose of this study is to identify and prioritize the factors that influence the success of desert tourism branding in the salt lake of Qom. The purpose of the present study is mixed, practical, and data-gathering. The statistical population is the same in both qualitative and quantitative sectors, and the four tourism experts are familiar with desert tourism and salt lake of Qom. The sampling method in both sections is non-probability and snowball type and the sampling adequacy level follows the theoretical saturation rule. Data were collected by field method in qualitative method through interview and in quantitative method by questionnaire. The content analysis method is used in the qualitative part and the AHP technique is used in the quantitative part. According to the results, factors affecting the success of desert tourism branding in Salt Lake include tourism attractions, cultural, infrastructure, managerial, government support and customer attraction, most important through hierarchical analysis techniques, low-weight tourism attractions and 40 They identified customer attraction with a weight of 0.056.
Keywords: Tourism, Branding, Desert Tourism, Salt Lake of Qom.
کلیدواژهها [English]