Authors
1
Assistant Prof., Geography and Rural Planning, Department of Tourism Management and Economics, Faculty of Tourism, University of Tehran, Tehran, Iran
2
Ph.D. Student, Tourism, Department of Tourism Management and Economics, Faculty of Tourism, University of Tehran, Tehran, Iran
3
Assistant Prof., Tourism, Department of Tourism Management and Economics, Faculty of Tourism, University of Tehran, Tehran, Iran
4
Assistant Prof., Sport Management, Department of Sports Science, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran
Abstract
Context and Purpose: Nation branding through tourism is widely recognized as an important tool for cultural diplomacy and soft power, helping countries strengthen the way they are seen around the world. In this study, we aim to explore the key factors that shape nation branding through tourism in Iran and to propose a localized model that can support efforts to improve the country’s global image.
Design/methodology/approach: This study adopted a qualitative approach with the aim of elucidating the key components of nation branding through tourism. Data were collected through semi-structured interviews with 19 selected experts using purposive sampling until theoretical saturation was achieved. Data analysis was conducted using a three-level thematic analysis approach, and the trustworthiness of the findings was assessed based on the criteria proposed by Lincoln and Guba.
Findings: The data were analyzed through thematic analysis using ATLAS.ti software. At the first stage, 48 basic themes were extracted. These were then grouped into eight organizing themes based on conceptual similarity, which eventually led to four global themes. These four themes are: (1) governance and national brand policy-making, (2) brand marketing and communication, (3) sustainable development and capacity building, and (4) identity, culture, and brand experience.
Conclusion: The findings revealed that successful nation branding through tourism in Iran requires a comprehensive and coordinated strategy involving both public and private institutions, the adoption of modern technologies, and the strengthening of cultural diplomacy. Additionally, education and capacity building in the tourism industry, attention to environmental and cultural sustainability principles, and cultural identity-building emerged as the core pillars of effective nation branding.
Originality/value: The novelty of this research lies in its development of a localized model that captures Iran’s distinctive cultural, religious, and natural characteristics. This model offers practical guidance to enhance Iran’s national brand while promoting the sustainable growth of tourism.
Keywords
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