Journal of Tourism and Development

Journal of Tourism and Development

An Analysis of Key Drivers Affecting Rural Tourism Branding: The Case of Izeh County

Document Type : Original Article

Authors
Behruz Gharani Arani 1
Asghar Norouzi 2
Fardin Khodabakhshi Dehkordi 3
1 Assistant Professor, Department of Geography, Law & Social Sciences Faculty, Payame Noor University, Tehran, Iran.
2 Associate Professor, Department of Geography, Law & Social Sciences Faculty, Payame Noor University, Tehran, Iran.
3 Master's Degree in Geography and Rural Planning, Law & Social Sciences Faculty, Payame Noor University, Tehran, Iran.
10.22034/jtd.2026.545775.3123
Abstract
Branding plays a key role in enhancing the competitiveness of rural tourism destinations and, consequently, in fostering local sustainable development. Izeh County, endowed with historical heritage, cultural diversity, and natural attractions, holds significant potential to become a prominent destination. However, weaknesses in marketing and the absence of a coherent brand image have limited this potential. The study aims to identify the driving factors influencing the branding of rural tourism in Izeh. This applied research is descriptive–analytical in nature, employing a survey method. Data were collected from three groups: 150 rural tourists, 330 residents of five selected touristic villages, and 35 experts, and were analyzed using the one-sample t-test, Friedman, and fuzzy DEMATEL. Five components were examined: brand image, perceived quality, brand awareness, brand loyalty, and sense of belonging. Findings indicate that natural, historical, cultural, and economic elements constitute the most important drivers of Izeh’s tourism brand. Tourists emphasized strengths such as orchards and farmlands, natural landscapes, local customs, hospitality, and water-based tourism opportunities, while local residents also highlighted social and identity-related factors, including commitment, sacrifice, and sense of place. DEMATEL results showed that historical attractions, favorable climate, and water-based tourism strongly contribute to brand image, whereas weaknesses were identified in environmental hygiene, tranquility, accommodation, and catering services. Overall, the study concludes that the branding of rural tourism in Izeh is not yet in a desirable state. Strengthening attractions, improving infrastructure, enhancing marketing, and revising negative components are essential for developing a sustainable and competitive rural tourism brand.
Keywords
Rural Tourism Branding
Brand Drivers
Tourism Brand Image
Izeh
Fuzzy DEMATEL
Sustainable Tourism Development
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