Knowing the effective factors in the branding of hospitality culture in Iran tourism

Document Type : Original Article

Authors

1 Assistant Professor.Faculty of Geographical Sciences and Planning, University of Isfahan , Isfahan, Iran

2 Associate Professor Department of Geography and Rural Planning, Faculty of Geographical Sciences And Planning, University of Isfahan, Isfahan, Iran

10.22080/tmhr.2023.26261.1003

Abstract

Context and purpose: Today, tourists visit many areas due to branding. Hospitality is known as an intangible source of tourism development in Iran, which is less introduced to tourists and proper planning has not been done in this field. Therefore, the aim of the research is to identify the effective factors in the branding of hospitality culture in Iranian tourism.
Design/methodology/approach: The descriptive-analytical research method is based on field data collection. Both qualitative and quantitative methods were used in this research. In the interview section, 11 people and 75 experts in the field of tourism were studied in the questionnaire. Analysis was done by content analysis and statistical tests.
Findings: The results showed that 15 factors are effective in branding hospitality culture in Iranian tourism. The test showed that the most important factor is the registration and introduction of hospitality culture as a tourism brand of Iran with an average of 4.493. The two factors of reducing foreign political disputes with an average of 4.213 and improving the security index of foreign tourists with an average of 4.173 are known in the next ranks. Modeling confirmed that the effective factors of hospitality culture branding have a total effect of 0.54 d. In this context, the most influential factor was related to advertising and introducing intangible attractions with an explanation of 0.871.
Conclusions: All in all, various factors are influential in the branding of hospitality culture, and these factors can also lead to the growth of Iran's tourism. It is suggested that different aspects of hospitality culture should be studied for branding.
Originality/value: The innovation of the research is that little research has been done in the field of hospitality culture branding in Iran.

​

Keywords

References

Almeyda-Ibáñez, M., & George, B. P. (2017). The evolution of destination branding: A review of branding literature in tourism. Journal of Tourism, Heritage & Services Marketing (JTHSM), 3(1), 9-17. DOI: 10.5281/zenodo.401370
Amirmostofian, T., Imani Khoshkhoo, M. H., & Khaniki, H. (2021). Identifying the effective factors of social networks on tourism branding in Iran. Journal of Tourism and Development, 10(1), 337-362. doi: 10.22034/jtd.2021.272880.2269(In Persian)
Blain, C., Levy, S. E., & Ritchie, J. R. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research. 43(4), 328-338. doi.org/10.1177/00472875052746
Buckley, R. (2011). Tourism and environment. Annual review of environment and resources, 36, 397-416. doi/10.1146/annurev-environ-041210-132637
Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484-506.doi.org/10.1108/JOSM-12-2018-0398
Bunghez, C. L. (2016). The importance of tourism to a destination’s economy. Journal of Eastern Europe Research in Business & Economics, 2016, 1-9.Doi:
https://www.ibimapublishing.com/articles/JEERBE/2016/143495/143495.pdf
Chong, K. Y., & Balasingam, A. S. (2019). Tourism sustainability: Economic benefits and strategies for preservation and conservation of heritage sitesin Southeast Asia. Tourism Review.  74(2),268-279.doi.org/10.1108/TR-11-2017-0182
Clarke, J. (2000). Tourism brands: An exploratory study of the brands box model. Journal of Vacation Marketing, 6(4), 329-345.doi/10.1177/135676670000600404 
Font, X., & Lynes, J. (2018). Corporate social responsibility in tourism and hospitality. Journal of Sustainable Tourism, 26(7), 1027-1042.doi/full/10.1080/09669582.2018.1488856
Ghanbari, A. (2016). Hospitality in popular culture and its impact on tourism and Iranology, Studies in Iranology, 6(3), 41-54.https://www.noormags.ir/view/fa/articlepage/1414566(In Persian)
Hankinson, G. (2001). Location branding: A study of the branding practices of 12 English cities. Journal of  Brand Manag, 9, 127–142. doi.org/10.1057/palgrave.bm.2540060
Jung, T. H., & Butler, R. (2000). Perceptions of Marketing Managers of the Effectiveness of the Internet in Tourism and Hospitality. Information Technology & Tourism, 3(3), 167-176.https://www.ingentaconnect.com/content/cog/itt/2000/00000003/00000003/art00003
Kaushal, V., & Srivastava, S. (2021). Hospitality and tourism industry amid COVID-19 pandemic: Perspectives on challenges and learnings from India. International journal of hospitality management, 92, 102707.doi.org/10.1016/j.ijhm.2020.102707
Kavaratzis, M., Ashworth, G. (2006). City branding: An effective assertion of identity or a transitory marketing trick?. Place Brand Public Dipl 2, 183–194.doi.org/10.1057/palgrave.pb.5990056
Kemp, E., Childers, C.Y. and Williams, K.H. (2012).Place branding: creating self‐brand connections and brand advocacy", Journal of Product & Brand Management, 21(7), 508-515. doi.org/10.1108/10610421211276259
Koc, E., & Yazici Ayyildiz, A. (2022). An overview of tourism and hospitality scales: Discussion and recommendations. Journal of Hospitality and Tourism Insights, 5(5), 927-949. doi.org/10.1108/JHTI-06-2021-0147
Manzoor, F., Wei, L., Asif, M., Haq, M. Z. U., & Rehman, H. U. (2019). The contribution of sustainable tourism to economic growth and employment in Pakistan. International journal of environmental research and public health, 16(19),1-14.
doi.org/10.3390/ijerph16193785
Marasco, A., De Martino, M., Magnotti, F., & Morvillo, A. (2018). Collaborative innovation in tourism and hospitality: A systematic review of the literature. International Journal of Contemporary Hospitality Management, 30(6), 2364-2395.doi.org/10.1108/IJCHM-01-2018-0043
Mehdiabadi, A., Wanke, P. F., Khorshid, S., Spulbar, C., & Birau, R. (2021). A new hybrid fuzzy model: Satisfaction of residents in touristic areas toward tourism development. Mathematical Problems in Engineering, 2021, 1-21.doi.org/10.1155/2021/6650735
Muresan, I. C., Harun, R., Arion, F. H., Fatah, A. O., & Dumitras, D. E. (2021). Exploring residents’ perceptions of the socio-cultural benefits of tourism development in the mountain area. Societies, 11(3), 83.doi.org/10.3390/soc11030083
Nazarova, S. A., Mirzarahimov, B. H., Narmanov, U. A., Ortikov, O. H., & Uktamov, K. F. (2021). The Role Of Uzbek Tourism Culture And Its Historical And Cultural Transformation Processes In Economic Development. Int. J. Of Aquatic Science, 12(3), 2776-2785. https://www.journal-aquaticscience.com/article_137391.html
Niñerola, A., Sánchez-Rebull, M. V., & Hernández-Lara, A. B. (2019). Tourism research on sustainability: A bibliometric analysis. Sustainability, 11(5), 1-17.doi.org/10.3390/su11051377
Park, S. & Petrick, J. (2006). Destinations’ perspectives of branding. . Annals of Tourism Research, Vol. 33, No. 1, , pp.262-265. DOI:10.1016/j.annals.2005.10.007
Rasool, H., Maqbool, S., & Tarique, M. (2021). The relationship between tourism and economic growth among BRICS countries: a panel cointegration analysis. Future Business Journal, 7(1), 1-11.Doi:https://fbj.springeropen.com/articles/10.1186/s43093-020-00048-3
Rather, R. A., Najar, A. H., & Jaziri, D. (2021). Destination branding in tourism: insights from social identification, attachment and experience theories. In Tourism in India (pp. 53-67). Routledge.https://www.taylorfrancis.com/chapters/edit/10.4324/9781003158783-5
Ruiz-Real, J. L., Uribe-Toril, J., & Gázquez-Abad, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing & Management, 17, 100453. doi.org/10.1016/j.jdmm.2020.100453
Sabirdjahnovna, K. D. (2019). Strategy of tourism development in Uzbekistan. Проблемы современной науки и образования, (11-2 (144)) , 42-43. https://cyberleninka.ru/article/n/strategy-of-tourism-development-in-uzbekistan
Sadeghi, H., Seidaiy,S. (2023). Tourism and Rural Development. London:Intechopen. Pp1-26. DOI:http://dx.doi.org/10.5772/intechopen.111400
Sadq, Z. M., Othman, B., & Khorsheed, R. K. (2019). The impact of tourism marketing in enhancing competitive capabilities. African Journal of Hospitality, Tourism and Leisure, 8(5), 1-11.
Seidiy, S. S., & Sadeghi, H. O. (2023). Locating the construction of nomadic tourism ecocamps in Chaharmahal and Bakhtiari region. Nomadic Territory Planning Studies, 3(1), 13-30. doi: 10.22034/jsnap.2023.167726
Sharpley, R. (2020). Tourism, sustainable development and the theoretical divide: 20 years on. Journal of sustainable tourism, 28(11), 1932-1946. doi.org/10.1080/09669582.2020.1779732
Smith, S. (2015). A sense of place: Place, culture and tourism. Tourism Recreation Research, 40(2), 220-233. doi.org/10.1080/02508281.2015.1049814
Soteriades, M. (2012).Tourism destination marketing: approaches improving effectiveness and efficiency", Journal of Hospitality and Tourism Technology, 3(2),107-120.doi.org/10.1108/17579881211248781
Tsaur, S. H., Hsu, F. S., & Lin, H. (2019). Workplace fun and work engagement in tourism and hospitality: The role of psychological capital. International Journal of Hospitality Management, 81, 131-140.doi.org/10.1016/j.ijhm.2019.03.016
Viglia, G., & Dolnicar, S. (2020). A review of experiments in tourism and hospitality. Annals of Tourism Research, 80, 102858.doi.org/10.1016/j.annals.2020.102858
Zarqam Borujeni, H., & Barezani, H. (2013). Pathology of Iran tourism Brand. New Marketing Research Journal, 3(1), 63-80.https://nmrj.ui.ac.ir/article_17641.html?lang=fa
Tourism and hospitality marketing research
Volume 1, Issue 1 - Serial Number 1
Autumn and Winter
January 2024
Pages 89-114

Files

Share

How to cite

Statistics