Destination Brand Reinforcement Model

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Haghighinasab Manijeh; Mir Soleimani Azam; Mirzaeian Khamseh Payvand

Title

Destination Brand Reinforcement Model

Author(s)

Haghighinasab Manijeh | Mir Soleimani Azam | Mirzaeian Khamseh Payvand | Issue Writer Certificate

Keywords

Brand Reinforcement

Destination Brand

Tourism Destination Brand

Grounded Theory

Abstract

The reinforcement of a tourism destination brand means empowering the cultural identity of the space and locale in the minds of potential tourists. Thus, it is imperative to thoroughly identify and perceive its effective factors to attract tourists. The main purpose of this study is to design and validate the brand reinforcement model of Fars Province as a tourism destination. Pragmatism shapes the philosophical foundation of the research, aiming to explore and perceive the examined phenomenon. This mixed-methods research is also characterized by its basic-applied orientation, data nature, field data collection method, and utilization of theoretical sampling. It used indepth interviews with 10 tourism industry activists following the grounded theory approach and analyzed the data in the MAXQDA software. In this respect, 222 initial concepts were determined within six main categories and 113 subcategories, and the final paradigm model of the study was designed. Then, in the quantitative phase of the study, 359 questionnaires extracted from the paradigm model were administered among the domain activists for model validation. The results were tested by the structural equations modeling method and LISREL 8. 8. Software. The results, confirming the research hypotheses, show that the reinforcement of the tourism destination brand is influenced by causal conditions (i. e., the province’, s possession of tourism potentials and the need for benefitting from the cultural and economic advantages of the tourism industry) and intervening factors (i. e., economic, social, cultural, managerial, and infrastructural conditions, as well as beneficiaries’,participation). However, it leads to sociocultural, political, economic, and environmental developments through designing and compiling an inclusive strategic tourism program. Introduction In the modern world, a brand is a robust tool for differentiation, which is an important marketing strategy (Beritelli & Laesser, 2018). Statistics show that Iran has not yet been able to acquire a fair share of national income despite having abundant potential. In the Development Vision Document, Iran is ranked 89th in the world and 12th among the regional countries and is still far from its tourism goals (Travel and Tourism Competitiveness Reports, 2019). Thus, concerning the economic, social, and cultural conditions of Iran and its tourism potentials, it is necessary to address this topic in order to enhance social employment, raise currency circulation, develop transportation, help with the acquisition of the development vision goals, and attract domestic and foreign investors. It also paves the way for increasing international interactions and exchanges, assisting with the better impact of Iran on the branding of other products and services regarding the brand effect of the producer city and attaining sustainable development. Hence, the main question of the current research is developed as below:-What is the brand reinforcement model of Fars province as a tourism destination? Materials & Methods The methodology of the current research is described below based on the onion model of the study: The primary purpose of this study is to design and validate the brand reinforcement model of Fars Province as a tourism destination. Pragmatism shapes the philosophical foundation of the research, aiming to explore and perceive the examined phenomenon. This mixed-methods research is also characterized by its basic-applied orientation, data nature, field data collection method, and utilization of theoretical sampling. It used in-depth interviews with 10 tourism industry activists following the grounded theory approach and analyzed the data in the MAXQDA software. In this respect, 222 initial concepts were determined within six main categories and 113 subcategories, and the final paradigm model of the study was designed. Then, in the quantitative phase of the study, 359 questionnaires extracted from the paradigm model were administered among the domain activists for model validation, and the results were tested by the structural equation modeling method and LISREL 8. 8. Software. Discussion and conclusion We can recognize branding as a strategic approach to employing tourism potentials and capacities and promoting a tourism destination so that we can attain the advantages of sustainable development. As discussed earlier, the primary purpose of this paper was to design and validate a brand reinforcement model of Fars province as a tourism destination using a mixed-methods approach. In explaining the first hypothesis, which was confirmed, we can claim that the causal conditions, including the province’, s possession of tourism potentials, the need for creating a sustainable competitive advantage for the province, and efforts made for enhancing the economic growth, impact the brand reinforcement of Fars province as a tourism destination. The second hypothesis confirmed that the available resources and facilities, social and cultural conditions, institutional and administrative security, and structures, all as contextual conditions, impacted tourism activists’,compilation of an inclusive strategic tourism plan. To explain the third hypothesis and draw conclusions, we can assert that the brand reinforcement of the Fars tourism destination, including awareness of the tourism destination brand and brand equity of Fars Province, significantly impacts tourism activists’,strategy adoption (compiling an inclusive strategic tourism plan). Hence, tourism administrators should accentuate macro tourism policies and the potentials and resources of Fars Province to determine the tourism goals of this province and select the target tourism market at the provincial level regarding the tourism goals and policies in this province. The confirmation of the fourth hypothesis shows that the intervening conditions (regional, global, political, economic, and infrastructural conditions, as well as managerial weaknesses) positively impact the adoption of strategies that reinforce tourism destination brands. Finally, the fifth hypothesis illuminates that adopting the strategy of compiling an inclusive strategic tourism plan positively affects the consequences of its application (sustainable development). Thus, in addition to policy-makers, this issue requires the consideration of tourism activists in the private sector, such as travel agencies, hoteliers, and educational centers. The alignment of tourism activists’,practices in the private sector with the national inclusive and strategic plan, identification of the target market and presentation of services commensurate with this market, and active participation in the local society to motivate and empower its residents are parts of the activities and steps that can be influential in the consequences of applying the inclusive strategic tourism plan.

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APA: Copy

Haghighinasab, Manijeh, Mir Soleimani, Azam, & Mirzaeian Khamseh, Payvand. (2022). Destination Brand Reinforcement Model. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), 17(57 ), 207-237. SID. https://sid.ir/paper/1031839/en

Vancouver: Copy

Haghighinasab Manijeh, Mir Soleimani Azam, Mirzaeian Khamseh Payvand. Destination Brand Reinforcement Model. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES)[Internet]. 2022;17(57 ):207-237. Available from: https://sid.ir/paper/1031839/en

IEEE: Copy

Manijeh Haghighinasab, Azam Mir Soleimani, and Payvand Mirzaeian Khamseh, “Destination Brand Reinforcement Model,” TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), vol. 17, no. 57 , pp. 207–237, 2022, [Online]. Available: https://sid.ir/paper/1031839/en

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Scientific Information Database

ISSN: 2588-4824

Journal Paper

Destination Brand Reinforcement Model