The Effect of National Brand in Attracting Tourists in Tourism Industry

Iman Mohseninia, Heydar Lotfi
2016 unpublished
After the Islamic Revolution, Iran got the 48 th place in the list of attracting the foreign tourists, in 2013 by having 4 million and 700 thousands foreign tourist (UNWTO, 2013). Having no brand in tourism has been always an apprehension of authorities and activists of this industry, so with no excitement and by having a systematic and scientific approach, the present study assessed the role of factors such as top quality, better service and more attraction in management of tourism brand,
more » ... tourism brand, through surveying the main three elements of management of tourism brand which are "brand identity, brand mentality and brand positioning; the goal of this study was compilation of tourism marketing strategies. To realize this, the researcher used "foreign tourists which visit ancient and popular sites" as the statistical population and "convenience sampling" as the method of research. Friedman tests, factor analysis and regression were used for studying the differences, ranking the factors and surveying the amount of each factor's effect on Iran's tourism industry. The result of this research showed that the factor of tourists' perception, cognition and attitude toward the destination was the most important factor on attracting tourists through national tourism brand.
doi:10.17501/icba2015-1102 fatcat:5znvaagsbvgnzgo37of7l5qwyu