عنوان مقاله [English]
Branding a destination is not necessarily related to its positive features, and sometimes a tourism destination can be known for its negative features among tourists; In this case, the factors affecting the branding of tourism destinations should be identified and given to tourism planners; This research has been done with the aim of identifying and evaluating the components affecting the branding of Bisheh tourism target village. At first, with the help of background study and interviews with expert professors, the factors were identified and after localization in the study area, they made the research questionnaire; The reliability of the research instrument was confirmed by Cronbach's alpha coefficient, and its validity has been confirmed by professors in this field. The results showed that tourist attractions and tourism marketing in Bisheh village with the coefficients of 0.86 and 0.77, have the greatest impact on branding in this village And destination performance, infrastructure, unique characteristics, government performance, and tourist behavior come next. Also, government monitoring and investment, natural attractions, village security, expertise of stakeholders and destination advertising have the greatest impact on Bisheh village branding; Finally, according to the research findings, several suggestions were made to improve and facilitate the branding process of Bisheh tourist village.