نوع مقاله : مقاله پژوهشی
1 دانشگاه لرستان
2 عضو هیئت علمی/ دانشگاه لرستان
عنوان مقاله [English]
Urban branding with emphasis on tourism attractions
The main objective of the research conducted in the urban branding for Khorramabad. The research objective was applied and the research type was analytical survey. The statistical population was made up of over of 30 experts who obtained using random sampling – stratification. In this article, the data collection method was based on quantitative and qualitative data based on pair questionnaire and Semi-structured interviews. The research conducted in three phase. First, determinate identification of Khorramabad, second branding with emphasis on five phase branding model, third, identification identity, topic and Logo for khorramabad. The results show included on identification identity, topic and Logo for khorramabad. In addition the results show that, there are opportunities identified for khorramabad in branding. Also, there are identifies key strengths that khorramabad city can use them for development. At last, aggressive, competitive, conservative and defensive strategies developed and topic and Logo for khorramabad introduced.
Keywords: urban branding, tourism attractions, five phase branding model, Fuzzy AHP.