Analyzing the dimensions of Kerman tourism brand identity

Document Type : Research Article (Applied - Development)

Authors

1 PhD Student of Toursm Managment, Allameh Tabataba’i University, Tehran, Iran.

2 Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran. E-mail: a.pourfaraj@atu.ac.ir

3 Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.

10.22103/JUSG.2024.2115

Abstract

The basis of urban branding is to introduce the capacities and attractions of cities by presenting the distinct identity of that city. A destination can become a brand when it has chosen the right tools and identity to make it stand out from its competitors.
Data and Method: The current research method is applied in terms of purpose and descriptive in terms of method. In this research, in order to collect the information needed for the research from documentary methods (library and document review) and field (interview) and to analyze the data, the qualitative methodology of thematic analysis was used and data analysis through Attride-Stirling theme network analysis has been done. Based on the path taken by this research, first, a semi-structured and in-depth interview was conducted with twenty-two Kerman tourism experts and data analysis was done through MAXQDA software. In the six-step process, in the first step, 314 initial codes were extracted from the interviews. Then these codes were reduced to 70 basic themes, 12 organizing themes and 7 overarching themes (dimensions).
Results: Kerman's tourism brand identity has various dimensions that have been developed in this research. These dimensions include "psychological ", "social-cultural ", "marketing ", "economic ", "urban and physical management ", "governance " and "environmental " which revolve around the structure of "city tourism brand identity" Kerman" are located. Each of these dimensions has components and concepts that explain the details of the brand identity pattern.

Keywords

Main Subjects

Journal of Urban Social Geography

Articles in Press, Accepted Manuscript
Available Online from 22 September 2024

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History

  • Receive Date: 17 October 2023
  • Revise Date: 23 January 2024
  • Accept Date: 14 February 2024

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