Journal of Tourism and Development

Journal of Tourism and Development

Ranking of factors affecting the tourism brand identity of Kerman city

Document Type : Original Article

Authors
Amir Abbas Najafipour 1
Akbar Pour faraj 2
1 Assistant Professor, Department of Tourism, Bam Higher Education Complex, Kerman. Iran
2 Associate Professor, Department of Tourism Management, Allameh Tabatabaei University, Tehran, Iran.
10.22034/jtd.2024.445750.2894
Abstract
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.
Keywords
brand
identity
city brand
branding
city identity
Kerman
 
Aaker, D. A., & Joachimsthaler, E. (2000). Brand Leadership. New York: The Free Press.
Anholt, S. (2007). Building strong brands. New York: The Free Press- A Division of Simon & Schuster INC.
Attride-Stirling, J. (2001). Thematic networks: an analytic tool for qualitative research. Qualitative research, 1(3), 385-405. https://doi.org/10.1177/146879410100100307
Ashworth, G., & Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16(8):520-531. https://doi.org/10.1057/palgrave.bm.2550133
Bayraktar, A., & Uslay, C. (2016). Global place branding campaigns across cities, regions, and nations. IGI Global.
Dinnie, K. (2011). The ethical challenge. In Morgan, Nigel, Pritchard, Annette, & Pride, Roger (Eds.). (2011). Destination Brands: Managing Place Reputation (3rd Ed.) (pp 69-80). UK & USA: Butterworth-Heinemann.
Foroudi, P., Dennis, C., & Melewar, T. G. (2018). Place/nation branding and marketing: Rethinking synergies and relations. Journal of Business Research, 116, 595-596.
Ghanbari, F. (2018). Explaining urban brand patterns and presenting the optimal pattern. PhD Thesis. Yazd University. [In Persian]
Ghasemi, A., & Zaheliasl, S. (2012). Normality tests for statistical analysis: a guide for non-statisticians. Int j endocrinol metab, 10(2), 486-489. https://doi.org/10.5812/ijem.3505
Habibi, A. (2012). Practical training book of SPSS software. Publication of Pars Modir website. [In Persian]
Iman, M (1391). "Philosophy of research method in humanities". Publication of the university  research institute. [In Persian[
Keller, K. L. (2003). Building, measuring and managing brand Equity. Prentice Hall of India, New Delhi.
Kladou, S., Kavaratzis, M., Rigopoulou, I., & Salonika, E. (2017). The role of brand elements in destination branding. Journal of Destination Marketing Management, 6(4), 426–435. https://doi.org/10.1016/j.jdmm.2016.06.011
Metaxas, T. (2010). Place marketing, place branding and foreign direct investments: Defining their relationship in the frame of local economic development process. Place Branding and Public Diplomacy, 6, 228-243. https://doi.org/10.1057/pb.2010.22
Minaei, A (2017). The basics of urban branding and a reflection on the explanation of the strategic model of the realization of the Iranian city brand. Tehran: Tahan Publishing House, first edition [In Persian]
Mohamadian Mahmoudjigh, N (2022). A model for Iranian tourism branding. PhD Thesis, Faculty of Management and Accounting, Allameh Tabatabai University of Iran. [In Persian]
Moilanen, T., & Rainisto, S. (2009). How to Brand Nations, Cities & Destinations: A Planning Book for Place Branding. Palgrave Macmillan, England.
Mozafari, G. (2012). Branding and urban diplomacy, Tehran, Branding Specialist Meeting. Tehran Research and Planning Center. [In Persian]
Rodrigues, A. C., Fernández, E. A. (2020). City branding in European capitals: An analysis from the visitor perspective. Journal of Destination Marketing & Management, 7(2018), 190 – 201.
Sygankov, A. (2016). Russia’s Foreign Policy: Change and Continuity in NationalIdentity. London: Rowman and Littlefield Publishers.
Tabatabaei-Nasab, S. M., Zarabkhaneh, F., Asadian Ardakani, F. (2014). Analyzing the relationship between the sustainable participation of tourists and the special value of the tourist destination brand (case study of Isfahan city). Urban and regional studies and researches, 7(26). 167-188. [In Persian]
Wäckerlin, N., Hoppe, T., Warnier, M., & de Jong, W. M. (2020). Comparing city image and brand identity in polycentric regions using network analysis. Place Branding and Public Diplomacy, 16, 80-96. https://doi.org/10.1057/s41254-019-00128-4
Wahyurini, O. D. (2011), The Significance of City Logo in City Branding Strategy. Recent Researches in Engineering Mechanics, Urban & Naval Transportation and Tourism, 79-84..