Design and explain the pattern of destination brand value creation strategies in iranian tourism industry

Design the pattern of destination brand value creation strategies

Abstract

Due to the high potential of tourism industry in Iran, and its low boom, the main objective of this research is design and explain the strategies pattern of value creation in tourism destination and measuring the impact of strategies and factors on creating the Iranian destination brand. This research is functional in terms of purpose, and descriptive-exploratory it’s done quantitatively-qualitatively. After the derivation of structure by interview and analysis on grounded theory method, Categorization and concept’s review have been done. In the following, strategies which driven from model have been analyzed by Structural Equation Modeling (SEM) in Iran. Questionnaire and data have been collected in Winter 2020 and had been analyzed by SPSS and Lisrel softwares. According to the research findings, Model design are includes of five main factors: reasons, Specific conditions, destination brand value creation strategies, intervening variable, consequences of destination brand value creation strategies. The results and modelling demonstrate that the destination brand value creation strategies have positive consequences for the country. This research will be used to create the value of various tourist destinations and will take a step towards the prosperity of this industry.