Investigating the Effective Factors on the Architectural Management of Alborz Tourism Destinations
Subject Areas :
Shamsodin
Nikmanesh
1
shabnam
zarjou
2
(University of Tehran)
meysam
Agheli
3
maryam
pour kasmaei
4
Keywords: Brand# Brand Architecture, #Tourism Brand#Alborz Province,
Abstract :
Tourism destinations are very significant in today's competitive market. Moreover, brand management and development have become increasingly important in the tourism industry, with most of the active companies in this field are trying to attract more tourists by creating a positive and favorable image of tourist destinations in tourists' minds through branding and brand architecture. This descriptive-survey study, therefore, set out to identify the influential factors in the management of the brand architecture of Alborz province's tourist destinations. The study's statistical population comprised of all experts and marketing managers of Alborz Cultural Heritage, Tourism and Handicrafts Organization, out of which 200 participants were selected as the sample size using Cochran's formula. The data collection instrument was a questionnaire. AMOS software was used to analyze the collected data. The study's findings showed that the status of brand architecture management in Alborz province was moderate. It was also found that other aspects of brand architecture, i.e., having a long-term vision, filling the gap between supply and demand, prioritizing customer segmentation, having a moderate status, and having an efficient tourism strategy, were poor.
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