Journal of Tourism and Development

Journal of Tourism and Development

Identification and structural-functional analysis of creative industries' factors on urban branding with a mixed method (for tourism industry development - Case study: Tehran city)

Document Type : Original Article

Authors
Tanya Eghbal Moghaddam 1
Reza Mohammadkazemi 2
Hossein Zabihi 3
1 PhD Student in Entrepreneurship, Department of Entrepreneurship, Faculty of Management and Economics, Science and Research Unit, Islamic Azad University, Tehran, Iran
2 Professor, Department of Business, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
3 Associate Professor, Faculty of Civil Engineering, Architecture and Art , Science and Research Branch, Islamic Azad University, Tehran, Iran
10.22034/jtd.2024.432764.2875
Abstract
The name and image that each city leaves in the minds of its audience is the city’s brand, which is an important asset for sustainable development and differentiation between cities. Therefore, cities must be able to identify their potential and competitive advantages and exploit them. On the other hand, creative industries, as one of the competitive advantages that generate employment and wealth, play a significant role in the gross domestic product and also in reflecting the identity of a region on the international stage. Hence, focusing on the growth and development of creative industries can play a significant role in urban branding, attracting tourists and investors. Therefore, the aim of this research is to identify and analyze the structural-functional factors of the creative industries on urban branding. In this study, data were collected and analyzed using a mixed approach (content analysis method in the qualitative part and structural equation modeling method in the quantitative part). The data collection tools in the qualitative part were in-depth interviews and in the quantitative part, a closed-ended questionnaire was used. In the qualitative part, 23 experts were interviewed until theoretical saturation was reached, and in the quantitative part, 240 people were selected using a random sampling method with the Cochran formula. The results indicate that urban branding factors (including infrastructure, branding strategies, competitiveness, and placed-based marketing) with a coefficient of 0.387, and also creative industry factors (including ecosystem, knowledge and creativity, and innovation) with a coefficient of 0.721, have a direct and significant impact on urban branding. Therefore, by developing creative industries in the three areas of ecosystem, knowledge, creativity and innovation, a much stronger impact on urban branding can be achieved.
Keywords
Branding
Urban Branding
City Branding
Place Marketing
Creative Industries
Tourism Industry
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