Document Type : Original Article
Authors
1
Shahid Beheshti University
2
Ferdowsi University of Mashhad
3
Shahid Behshti University
Abstract
Context and Purpose: The tourism industry is one of the largest industries in the world, serving as a significant source of income and job opportunities. In this regard, communities, by engaging in branding activities in the field of tourism, contribute to the differentiation and development of rural tourism.
Design/methodology/approach: The research method used in this study is descriptive-analytical and is conducted through documentary and field research (questionnaires). The statistical population of the research consists of rural households, and based on Cochran's formula, 165 households out of a total of 4,726 rural households residing in 10 villages of Zabrkhan County have been examined.
Findings: Based on the results regarding the indicators of rural tourism branding, the examination of the indicators' status at the level of the studied villages using the one-sample t-test showed that Dezbad Aliya village ranked first in the brand image, perceived quality, and brand awareness indicators with means of 3.53, 3.83, and 4.29, respectively. Ardoghesh village ranked first in the sense of place indicator with a mean of 4.66. Additionally, based on the results of the t-test, the sense of place and perceived quality indicators were identified as the most important branding indicators in the studied villages, with means of 4.36 and 3.47, respectively.
Conclusion: Furthermore, using the multi-criteria decision-making method, it was determined that the effective indicators in creating tourism branding in the villages of Dezbad Aliya, Ardoghesh, Baghshan, and Hajjiabad, with final weights of 33.23, 33.46, 33.46, and 33.56, respectively, were higher than the ideal positive limit. In contrast, the villages of Hesar Zabrkhan, Esmatabad, and Grineh ranked lower than the ideal limit, with final weights of 34.14, 33.86, and 33.74, respectively.
Originality/value: The present study is among the few studies that have been conducted in the field of tourism branding in the studied region.
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