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7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
1
Brand equity of Mashhad tourism destination
Tara. Jamali Shahni1,Sanaz Saeedi-mofrad 2,Hafez Mahdnejad 3
1Master of urban design, Dept. of Art and Architecture , science and research branch, Islamic
Azad University ,Tehran, Iran (u-designer.j@hotmail.com)
2 PhD candidate, Department of urban planning and design, Science and Research
Branch, Islamic Azad University, Tehran, Iran.
3 Ph.D. Student of Geography & Urban Planning of Tehran University .Iran
Paper Reference Number: 07-08-0804
Name of the Presenter: Tara Jamali shahni
Abstract
Nowadays, tourism industry is an excellent opportunity for governments to increase their
earnings. Accordingly, there has to be a competition between cities to attract more tourists.
City branding creates a branding destination for tourists that can be defined as a way to
develop a unique identity through establishing different destinations from that of its
competitors. Developing countries, such as Iran, with its ancient and valuable buildings, rich
culture, pilgrimage destinations, natural attractions and etc. are considered as potential tourist
destinations, which can offer a valuable products along with the global competitions if there is
proper conservation and utilization with careful temporal and locational conditions.
It is necessary to define a unique brand destination so as to attract tourists. An equity brand
consists of four factors as follows; brand loyalty, brand association, perceived quality and
brand awareness. If these four dimensions are enhanced, we will obtain the brand equity of
Mashhad destination. This paper uses analytical-descriptive method. The process of
information gathering is based on the literature review survey and using questionnaires. Its
analysis is done using AHP model. The study aims to analyze the dimensions of brand equity
in Mashhad and then to evaluate the significance of brand equity in tourism products of the
city. Finally, the study identifies the most influential factors of brand equity in Mashhad
tourism industry and defines the weaknesses and strengthens of brand destination of the city.
As the results illustrate, the most important factor of brand equity in Mashhad is the brand
loyalty which leads to tourist attraction with the weight of 0.320 but other factors are less
effective. Religious products with the weight of 0.571, recreational product with the weight of
0.321 and cultural & historical products with the weight of 0.107 are respectively the
maximum and minimum of tourist attracting products in Mashhad.
Key words: Tourism, Brand, AHP, Mashhad
1 (Corresponding Author),tara.j2009@yahoo.com,tel:09383390729
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
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1. Introduction
In recent years cities are in search for new ways to promote themselves. Due to fast changes
in technology and the shift from local to a globalized environment, cities are forced to
compete with each other in order to be an attractive tourist destination, workplace, cultural
rich place and much more (Kotler, 2002). Kavaratzis argues that the rising competition among
cities might be seen as one of the effects of the globalization, which is visible in various forms
and activity fields (Kavaratzis, 2005, p. 1). Tourism is one of the most forces are shaping the
world today, it is considered as the fourth section of human activities, after farmers, industry
and services. According to predicts, it will be as the most profitable industry in the
world,2020( Najafi Kani,A .1387) thus It is widely acknowledged that tourism destinations
must be included in the consumers’ evoked set, from which an ultimate decision is made (Cai,
Feng, & Breiter, 2004; Dana & McClearly, 1995; Leisen, 2001; Tasci & Kozak, 2006).
Generally, tourism destinations emphasize points of parity associations such as high quality
accommodations, good restaurants, and/or well-designed public spaces (Baker, 2007, p. 101)
)that it will effect on overall image of tourist.. A strong and identifiable image would have a
positive impact on the satisfaction of the visitors (Jencks, 2005, p.185), The image of a
destination brand can be described as “perceptions about the place as reflected by the
associations held in tourist memory” (Cai, 2002, p. 723). This perceiving have a closely
related to the dimentions of brand equityof tourism destination. Similar to the general
knowledge on brands, destination brands exert two important functions: identification and
differentiation. In the branding literature, the meaning of “identification” involves the
explication of the source of the product to consumers. While a product in general terms
represents a physical offering, which can be easily modified,a place as a product is a large
entity which contains various material and non-material elements to represent it (Florek,
2005). Meanwhile, urban areas are often considered as an important tourism destinations
because they have a lot of differentiation and identification attractions. Accordingly, the
purpose of this research is examining the effective aspects of brand value in Mashhad due to
the tourism products. Due to the the global travel and tourism association report, tourism has
allocated 10.3 % of GDP, created 2343 million jobs and 8.7 % of total employment, and only
6% of total world trade in 2006. On the other hand, international tourism are growing(
Hossein zadeh Dalir,K.1382)So that the number of 439 million people in 1990 got to 806
million in 2005(WTO) and 898 million in 2007.According to predicts, this figure will reach1.6
billion in 2020(WTO).The number of international tourists annually has increased by 8 %, a
figure much higher than the annual growth of the world economy about 3 %( Liua, A.2006) .
Mashhad is the second religious metropolis in the world that has to compete with other global
destinations so that its industry grows up and acquires the economic advantages with
improvement in international relations. This requires a unique image of the city be shown
against the competitors in the world .In order to achieve this aim, the study attempts to
evaluate the relation between the attraction of the tourists and the main factors affecting brand
equity , and after determining the Importance coefficient and the relevance between them
attempts to specify its most significant factors according to the tourist products of Mashhad
2. Theoretical basics research:
2.1 Tourism destination:
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
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Reviewing the tourism literature shows that choosing the destinations has always been one of
the most important factors in tourism management (Papatheodorou,A.2000). With the
increase in demand and the growth of the tourism industry, studies about the process of
selecting the target has also augmented (Jiang, J.2000) .Each destination offers various
products and services for tourists and visitors and each tourist is provided with the
opportunity to choose among a series of tourism destinations ;therefore, they are given the
chance to gain unique experiences. (Mohsin, A.2005) . In this paper, a tourism destination is a
city that offers different products in order to satisfy the tourists’ preferences. Accordingly, the
awareness of a collection factors is necessary to create a link between tourism product and
tourists (Jeffrey Y,D & Xie.1995) through which the marketers can aim the potential
customers and provide the possibility of developing the market by creating diversity in
products.
2.2 city branding
Arguably, city branding is a subfield of place branding, whether the purpose of city branding
is to create a destination brand for tourists or a strong brand for residents, reaffirming their
decision to stay in the city, or to attract business investment and internal migration.
Destination branding can be defined as a way to communicate a destination’s unique identity
by differentiating a destination from its competitors (Morrison & Anderson, 2002). Similar to
the general knowledge on brands, destination brands exert two important functions:
identification and differentiation. In the branding literature, the meaning of “identification”
involves the explication of the source of the product to consumers. While a product in general
terms represents a physical offering, which can be easily modified, a place as a product is a
large entity which contains various material and non-material elements to represent it (Florek,
2005). For example, a place includes tangible attributes such as historical sites or beaches as
well as intangible characteristics such as culture, customs, and history. The place branding
literature demonstrates a shift from tourism to business and marketing (Hanna & Rowley,
2008), and that place branding is socially and culturally embedded and may support differing
brand interpretations (Pryor & Grossbart, 2007). Furthermore, place branding, which uses
security and resilience, is an aspect of city regeneration (Coaffee & Rogers, 2008).
2.3brand equity
it’s the result of consumers, response to their knowledge of specific brand.
(blatch,2002:23)brand equity is the value of a brand related to the brand ability to attract
future customers, reliability( Solomon & stuart,1997:348) it generates value to the customer
that can emerge as enhanced brand loyalty (Aaker,1996:173)brand equity is formally defined
as a set of brand assets and liabilities linked to a brand , it’s the name and symbol , which add
to or subtract from the value provided by product or service to an organization and/or to that
organization s costomers( Sheth,mittal & newman,1999:708) the major asset categories of
brand equity are brand loyalty , brand awareness, perceived quality and brand associations(
Aaker ,1996:8) .
1 Brand awareness : Brand awareness refers to strength of brand’s presence in the
consumer’s mind( Aaker, 1996:10) it’s a measure of the percentage of the target market that is
aware of a brand name(Bovee et al, 1995:248) . Brand awareness is measured according to the
different ways in which consumers remember a brand , which may include brand
recognition(relates to consumers’ ability to confirm prior exposure to that brand when given
the brand as a cue) , brand recall(it requires consumers to correctly generate the brand from
memory when given a relevant cue) , top of the mind brand (the brand name that first comes
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
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to mind )(Riezebos,2003:72)and dominant brand( in recall task , most cotomers can only
provide the name of single brand(Aaker,1996:10-16)
2 Perceived quality: Perceived quality is a brand association that is elevated to the statuse of a
brand asset for various reasons,such as the following(Aaker,1996:17-19): 1-Perceived quality
drives financial performance. 2-Perceived quality Is often a major strategic thrust of products
3-Perceived quality Is linked to and drives other aspect of how a brand is perceived
3 Brand loyalty : Brand loyalty is both a physical and a perceptual entity(palumbo &
herbig,2000:5).it’s the form of repeat purchasing behavior based on conscious decision to
continue buying a product with a particular brand or trade mark(Solomon & stuart,1997:348)
:1-Since existing customers are usually relatively easy to hold, it reduces marketing coast of
doing business. 2-The loyalty of existing customers represents a substantial entry barrier to
competitors 3-A relatively large satisfied customer base provides an image of a brand as an
accepted , successful, enduring product that will include service backup and product
improvement . Brand loyalty provides the time to respond to competitive moves.
4 Brand associations : Brand associations is a powerful brand dose not only enjoy a high level
of consumer brand loyalty and awareness(Kotler & Armstrong ,2001:302)but also has
positive association in consumer mind(Bovee et al.,1995:248)a brand association is anything
that is directly or indirectly linked in the consumer’s memory to a brand(Aaker,1996:175)
In the tourism literature, it is widely acknowledged that overall image of a destination is
influenced by cognitive and affective evaluations (Baloglu, 1996; Baloglu & Mangaloglu,
2001; Baloglu & McCleary, 1999; Hosany et al., 2007; Mackay & Fesenmaier, 2000; Stern &
Krakover, 1993; Uysal et al., 2000). Cognitive evaluation refers to beliefs and knowledge
about an object whereas affective evaluation refers to feelings about the object (Baloglu &
Brinberg, 1997; Gartner, 1993; Walmsley & Jenkins, 1993; Ward & Russel, 1981(
3. Mashhad surviving Mashhad destination has been studied so as to find out important products coordinating
preferences of tourist. Mashhad is the capital of Khorasan province and it is located in the
northeastern part of Iran, This city is the largest, most important and populous city in the east
of Iran. A city with such features cannot be found even very large radius outside of the
boarders of North and East, The city is located within the part of the Kashf Roud catchments
which expands from the North East to Hezar Masjed mountains and from South and West to
the Binalud mountains. The city geographical coordinates is 59 degrees 38 minutes east
longitude and 36 degrees 16 minutes north latitude.The height of this area is least 750meters
and maximum 1800 meters above sea level, which means that Mashhad is 990meters high on
destinations products Holly
shrine of Imam
Reza(AS)
Shrine tomb of
Khaj Rabi
Shrine of Imam Yahya
Shrine of Yasir and
Nasir
Khaj Murad
Khaj Abasalt
Religious
Malek Abad
garden
Shah's Mosque
Shah's Bath Green Dome
Nader Shah's tomb
Ferdowsi's tomb
Cultural - Historical
Expo Internatio
nal
Sepad series
Golestan dam
Torghabe & Shandiz
Complex Blue
Bazaar Reza
Recreational
Table1. Mashhad products and destination
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
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average above sea level. Its population was 2427316 people in1385 with a growth rate of 2.5
%. The number of tourists during the mentioned years has increased from 6277203 people
in1355 to 33502686 people in 1385, consisting of 329808213 domestic tourists and 694473
foreign tourists with the growth rate of5.74 percent. (Cultural heritage Handicrafts and
Tourism Organization of Khorasan Razavi Province, 1385). By and large, Mashhad products
and destinations consist of the following as shown in ( Table 1)
Comparing the number of the tourists entering
the city indicates a rise in the trend of domestic
and foreign tourists in recent years .As you can
see in (Figure 1), in April, August and
September the highest number of tourists is
observed . Based on the findings of the
Tourism Master Plan for the city of Mashhad
(Zaveh Civil Consulting Engineers, 1384), the
contribution of each attractive places in
appealing to the tourst as follows: Khawaja
Rabi (7%), KhawajaMurad (5 %), Ferdowsi
tomb (9 %), National parks (12 %), Kohsangy
(14%), and Vakil Abad (7 %), Torghabe (7 %),
Zoo (6 %), Happy Park (9 %), Garden
nadery(4%), Museum of Astan Quds (3%),
KhawajaAbasalt (3 %), Shandiz (5 %) and
other (10 %). As it is shown, among other
places Koohsangi Park has allocated The maximum percentage to attract tourists, but the park
has gradually lost their catchy population until 1391. Figure No. 2 and 3 illustrate the
location of the tourism destination and spatial distribution of tourism destinations in
Mashhad.
Fig 1:Number of tourists in 2006
(Cultural heritage Handicrafts and
Tourism Organization of Khorasan
Razavi Province, 2006)
6831
Fig 2: Location of the main tourism destinations in the city of Mashhad
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
6
4. Research Methodology
In This paper analysis is done using AHP model based and information gathering is based
on the literature review survey and using questionnaires.
In this method, the aim is to find out the most effective factor in evaluating the brand equity
of Mashhad tourism destination ( from the perspective of tourists and experts) which is
obtained through finding total score of brand equity dimensions. In this approach tourism
destination is a sub criterion and the product is the criterion. First, 200 questionnaires were
filled by tourists in the period between Esfand, 1390 to 15th of Farvardin ,1391 (Persian date),
when is known to have the highest number of travelers. (the questionnaires covered a wide
range of tourism products that support all tourist preferences in the form of tourism
destination ). Using this method, important products and destinations are defined and then a
binary comparison was done based on the importance criteria and sub criteria quantity. The
importance quantity is specified by considering the statistics derived from emic and ethic
studies as well as the ( Table 3) which are applied in a binary matrix. The most important
tourism products and then the most important destination in each products of Mashhad, that
is the product and the destination with higher weight or importance coefficient, were
specified. Afterwards, the preferred coefficient dimensions or options ( including perceived
quality, brand loyalty, brand association, brand awareness) are obtained in each destination.
This was done by allocating a maximum 4 Konecnik with regard to each tourist destination in
order to evaluate the brand equity of each destination used in 2007 and shown in (Table 2)
and also by using (Table 4) for determining the preferred quantity of each options. At last, the
final score of options, by combining the importance and preferred coefficient, is achieved
All compatibility coefficients have been done by 0.9 Expert Choice software and the
compatibility comparison has been investigated. Considering that all estimates are less than
0.1, the compatibility comparison rhythms (C.R) are acceptable
Fig 3:Spatial distribution of tourism destinations
(Digital base map of surveying and mapping organization ,Khorasan Razavi province )
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
7
in this study, the geometric mean method, has been used because of its precision. In order to
calculate the importance coefficient criteria, firstly, we are to acquire the average geometric
rows of the matrix and then normalize them by dividing each number by the total number. As
well as this, the importance coefficient option relating to sub-criteria is determined through
normalizing the average geometric rows of the binary comparison matrices.
Variable Description Explanation number Brand awareness discrimination of the target relative to other destinations 1
the power to illustrate some of the features 2 Power to recall 3
Image brand Appropriate shopping facilities 4 Appropriate commercial position 5 Quietness and calmness of the place 6
Perceived quality Clean air 7 Quality lodgings 8 Infrastructure in the best quality 9 Security 10
Brand loyalty
Being advantageous compared to similar destinations 11 Plans for future visits 12 Recommendation to others 13 Preferred tourism destination 14
Score Definition Description 1 Equal importance The two criteria have equal importance in achieving the
aim 3 Slightly more
important Experience shows in order for the aim to be realized ,the importance of i is more than j.
5 More important
As shown by experience, the importance of i is much more
than j 7 Much more
Important As shown by experience, the importance of i is very much
more than j 9 Absolute importance The prior importance of i over j has been proven
2,4,6,8 When there is a middle mode.
score definition
1 Equally preferred
3 Moderately preferred
5 Strongly preferred
7 Very strongly preferred
9 Extremely preferred
2,4,6,8 When there is middle preferred
Table 2. The introduction of measures used in the questionnaire (2007 ،Konecnik)
Table 3. Comparing 9 Satty quantitative matrix for binary comparison of the criteria (Satty
T.L,1980)
Table 4. Comparing 9 Satty quantitative matrix for
binary comparison of the options (Satty T.L,1980)
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
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5. Results and Analysis
Most preferred tourism products and destinations were determined, according to the
questionnaires, including the recreational product (Abi Complex, Bazaar Reza and Sepad
series) and religious places (Holy Shrine of Imam Reza ,Shrine of Imam Yasir and Nasir and
Shrine of Imam Yahya), and cultural and historical product s (Ferdowsi's tomb , Nader Shah's
tomb and Shah's mosque). The products Importance Coefficient or the criteria, respectively,
including religious products with the weight of 0.571, recreational products, 0.321, and
cultural products ,0.107 are shown in( Table 5). As it is illustrated, religious products with the
weight of 0.571 are the highest ones. Sub criteria or destination Importance Coefficients are
achieved, respectively, as follows. Among religious places, Holy shrine of Imam Reza with
the weight of 0.785, and among the recreational products Bazaar Reza with the weight of
0.569 and among the cultural products , Nadery tomb with the weight of 0.455 are the highest.
The aspect of brand loyalty in the Holy Shrine of Imam Reza ,Shah masque and Blue complex
was the highest. In the Nadery and Ferdowsi's tombs, Shrine of Imam Yasir and Nasir and
Shrine of Imam Yahya the brand awareness aspect of brand equity is the highest. In the Sepad
series and Bazaar Reza the brand associations aspect of brand equity have the highest
Importance Coefficient and finally the highest and the lowest score of options belong to brand
loyalty and Perceived quality, respectively, as shown in( Table 5) .
Fig 4:Steps of the
study
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
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6. Discussion and conclusions
Generally, Mashhad is the second religious metropolis in the world that has enjoyed a large
number of tourist most of whom are pilgrims, there are few tourists who get out of Mashhad
without visiting pilgrimage places.
The obtained results have also acknowledged this issue and indicate that religious products of
Mashhad is endowed with the highest value of importance coefficient i.e. 0.571 which is the
highest one. And after that recreational products with the weight of 0.321 , and then cultural
and historical products with the weight of 0.107, which is the least amount of importance
coefficient. It stresses the primacy of religious products over others. Due to the fact that the
image and identity of the city are mostly associated with the religious aspects ,still it can
acquire a unique identity and different tourism destination in comparison to the similar
destination. And also recreational and cultural products can act as a backup products for
supporting the basic products and enhance their overall brand with reinforcement of cognitive
and affective evaluations. There should be proper ways to achieve it
Brand loyalty and awareness of Mashhad tourism destination with the weight of 0.320 and
0.300 ,respectively, show the considerable percentage of responsiveness of the asked factors
in these aspects . On the contrary, for example the score of number 8-9-11 in brand
Perceived quality and 6-4 in brand association are deleted because of not reaching the
sufficient score .As a result , according to the fact that brand loyalty is the most effective
factor in attracting and re-attracting the tourists, it can be said to be the important factor in
brand equity of Mashhad, that is to say Mashhad is privileged when compared to similar
destinations in terms of plans , the future visits of the tourists ,its being recommended as a
tourist destination and preferred tourism destination, that can enhance its distinctive power
comparing to other destinations ,the illustrating power of its features and also the intensity by
which it is recall. However, it has been weak in two other dimensions of brand equity , such
options Brand loyalty Brand awareness
Image brand Perceived quality
Cult
ura
l
Shah's Mosque (4.0.0()4.0..)
0.1
07
(4.8.6()4.0..)
0.1
07
(4.688( )4.0..)
0.1
07
(4.4.6( )4.0..) 0
.10
7 4.4.. 4.46. 4.44.0 4.4400
Nader Shah's tomb (4...0()4...) (4..6.()4...4) (4.643( )4...4) (4.408( )4...4)
4.440 4.468 4.44. 4.446. Ferdowsi's tomb (4..06()4...8) (4.038()4...8) (4.6..( )4...8) (4.433( )4...8)
4.4430 4.46. 4.4403 4.44.0
Rel
igio
us
Holly Shrine of Imam Reza
(4.083()4.03.)
0.5
71
(4.838()4.03.)
0.5
71
(4.668( )4.03.) 0
.57
1
(4.4.0( )4.03.)
0.5
71
4.6.. 4.606 4.4.4 4.4.3
Shrine of Imam Yasir and Nasir
(4..06()4.6..) (4.038()4.6..) (4.6..( )4.6..) (4.433( )4.6..)
4.46. 4.48. 4.4660 4.44.0
Shrine of Imam Yahya
(4...0()4.43.) (4..6.()4.43.) (4.643( )4.43.) (4.408( )4.43.)
4.4600 4.4..6 4.44.. 4.448.
Rec
reat
ional
Complex Blue (4..06()4..08)
0.3
21
(4.433()4..08) 0
.32
1
(4.6..( )4..08)
0.3
21
(4.038( )4..08)
0.3
21 4.4.80 4.4400 4.468. 4.40.
Sepad serie (4.660()4.6..) (4.4..()4.6..) (4...4( )4.6..) (4....( )4.6..)
4.44. 4.4488 4.4.3 4.46.0 Bazaar Reza (4.660()4....) (4.4..()4....) (4...4( )4....) (4....( )4....)
4.4.6 4.46. 4.64. 4.40. Total score 0.320224643 0.300166 0.225635 0.151224
Table 5.Options total score
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
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as various instances mentioned in ethic and emic studies i.e. lack of suitable and inexpensive
accommodation, inappropriate transportation , traffic problem, air and ecological pollution ,
insecurity and insure, lack of facilities and services , lack of tourism information, legal
problems , lack of coordination beyond organization and offices , lack of enough tourism
advertising and new anonymous buildings that have lost their relations with the physical and
semantic context of the city. It is suggested that the authorities and stockholders take
measures so as to enhance the cognitive perception and image of brand in a more extensive
dimension along with other metropolises and the global competitions ,particularly with
religious metropolises
According to the fact that, the highest value of brand equity belongs to brand loyalty, it is
necessary for destination marketing managers try to maintain and generate the loyalty of
consumers in order to improve the value of the overall brand. Various marketing functions
such as marketing communications, sale enhancement, social participation and effective
social relationships have basic role in increasing the loyalty of consumers. This emphasis
must be considered in long-term goals of tourism destination management. Loyalty is not
easily created but when it is, it has a consistent presence. So the result of this study will have
an important application in concentrating on the relationship between the consumers and the
brand so as to create values. It must be mentioned that a variety of factors affect consumers’
loyalty, so researchers and advertisers must identify these factors and coordinate the activities
in the destination with them in order to enhance the loyalty and thus the value of brand equity
consistently.
7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education
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