THE PATHOLOGY OF IRAN TOURISM BRAND

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ZARGHAM HAMID; BAREZANI HELYA

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Journal: New Marketing Research Journal Year:2013 | Volume:3 | Issue:1 (8) Page(s): 63-80

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Information Journal Paper

Title

THE PATHOLOGY OF IRAN TOURISM BRAND

Author(s)

ZARGHAM HAMID | BAREZANI HELYA | Issue Writer Certificate

Keywords

TOURISM BRANDQ1

RELATIONAL NETWORK BRANDSQ2

ISLAMIC REPUBLIC OF IRANQ1

DMOQ2

Abstract

Nowadays, destination branding is one the most challenging and attractive discussions in the field of place marketing and tourism marketing. Considering the plethora of advantages of branding concepts and activities for countries around the globe and high potentials of ISLAMIC REPUBLIC OF IRAN as a tourism destination, in this paper authors have tried to assess the current situation of TOURISM BRAND and the effectiveness of branding activities in Iran based on Hankinson model (2004). To achieve the objectives of this research 102 members of Iranian Destination Marketing and Management Organization (DMO) consisting managers and experts in the respected subject have been questioned. Collected data were analyzed by means comparing method. Findings implicate that core brand of Iran (including brand personality, brand positioning, and brand reality) has serious problems and the degree of attention to branding activities and concepts is respectively too low. Based on our findings managerial and marketing recommendations are presented.

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APA: Copy

ZARGHAM, HAMID, & BAREZANI, HELYA. (2013). THE PATHOLOGY OF IRAN TOURISM BRAND. NEW MARKETING RESEARCH JOURNAL, 3(1 (8)), 63-80. SID. https://sid.ir/paper/194622/en

Vancouver: Copy

ZARGHAM HAMID, BAREZANI HELYA. THE PATHOLOGY OF IRAN TOURISM BRAND. NEW MARKETING RESEARCH JOURNAL[Internet]. 2013;3(1 (8)):63-80. Available from: https://sid.ir/paper/194622/en

IEEE: Copy

HAMID ZARGHAM, and HELYA BAREZANI, “THE PATHOLOGY OF IRAN TOURISM BRAND,” NEW MARKETING RESEARCH JOURNAL, vol. 3, no. 1 (8), pp. 63–80, 2013, [Online]. Available: https://sid.ir/paper/194622/en

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