نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
Developing and managing the brand of tourist destinations is not only an option, but also an absolute necessity nowadays. A city can become a brand when it has chosen a suitable tool to highlight its identity compared to its competitors. In this regard, the present research has been conducted with the aim of ranking the dimensions affecting tourism brand identity of Kerman city. The current research is practical in terms of purpose and has utilized mixed research (qualitative-quantitative) and descriptive-analytical method. In order to collect the information needed for the research, documentary methods (library and document review) and field (interview) methods were used, and the method of data collection in terms of time horizon was carried out as a cross-sectional survey between summer and winter of 1402. In order to analyze the data, thematic analysis methodology was used with the help of MAXQDA software in the qualitative part and descriptive and inferential statistics were used using SPSS software in the quantitative part. Based on the theme analysis of semi-structured interviews with Kerman city experts in four parts of academics, government organizations, private sector managers, and managers of non-governmental organizations in the field of cultural heritage and tourism, 70 basic themes (indicators), 12 organizing themes (components) and 7 Overarching themes (dimensions) were identified. In the quantitative part, the validation of the findings of the qualitative part and the ranking of the identified dimensions based on the opinions of tourists as the main audience of the identity of the tourism brand of Kerman were considered. The results of the research indicate that the "urban and physical management" and "economic" dimensions with an average rating of 5.22 and 4.65, respectively have the highest rank among the dimensions affecting the tourism brand identity of Kerman city and the "psychological" and "marketing" dimensions have the lowest rank with an average rank of 2.43 and 3.24, respectively. Also, among the effective components, "Tourism infrastructures", "Empowerment of tourism facilities" and "Tourism policy" and among the effective indicators, "Updating land, rail and air fleets", "Welfare amenities and tourism facilities" and "Paying attention to the buildings and historical context of Kerman city" have the highest rank and the highest level of importance in creating the tourism brand identity of Kerman city.
کلیدواژهها English
