Spatial Analysis of Destination Tourism Brand Indicators in Rural Settlements (Case Study: Zabarkhan County)

Document Type : Original Article

Authors

1 Professor in Department of Human Geography and Spatial Planning, Shahid Beheshti University, Tehran, Iran.

2 MSc. in Geography and Rural Planning, Ferdowsi University of Mashhad, Mashhad, Iran.

3 Ph.D. Candidate, in Geography and Rural Planning, Shahid Beheshti University, Tehran, Iran.

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 that engage in branding activities in the field of tourism contribute to the differentiation and development of rural tourism. The aim of this study is to analyze the spatial indicators of destination tourism branding in rural settlements.
Design/methodology/approach: This study uses a descriptive-analytical research method, conducted through documentary and field research (questionnaires). The research's statistical population 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 were 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.

Keywords

References

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Tourism and hospitality marketing research
Volume 2, Issue 2 - Serial Number 3
Autumn and Winter
December 2024
Pages 7-35

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