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Mirsoleimani, A., babaeizakliki, M., Haghighinasab, M., Khadivar, A., Ebrahimi, M. (2021). Designing Destination Brand Reinforcement Model by Grounded Theory Approach (Case Study: Fars Province). Glory of Art (Jelve-y Honar) Alzahra Scientific Quarterly Journal, 8(2), 16-49. doi: 10.22051/bmr.2021.34209.2086
Azam Mirsoleimani; mohamadali babaeizakliki; Manijeh Haghighinasab; Ameneh Khadivar; Mehdi Ebrahimi. "Designing Destination Brand Reinforcement Model by Grounded Theory Approach (Case Study: Fars Province)". Glory of Art (Jelve-y Honar) Alzahra Scientific Quarterly Journal, 8, 2, 2021, 16-49. doi: 10.22051/bmr.2021.34209.2086
Mirsoleimani, A., babaeizakliki, M., Haghighinasab, M., Khadivar, A., Ebrahimi, M. (2021). 'Designing Destination Brand Reinforcement Model by Grounded Theory Approach (Case Study: Fars Province)', Glory of Art (Jelve-y Honar) Alzahra Scientific Quarterly Journal, 8(2), pp. 16-49. doi: 10.22051/bmr.2021.34209.2086
Mirsoleimani, A., babaeizakliki, M., Haghighinasab, M., Khadivar, A., Ebrahimi, M. Designing Destination Brand Reinforcement Model by Grounded Theory Approach (Case Study: Fars Province). Glory of Art (Jelve-y Honar) Alzahra Scientific Quarterly Journal, 2021; 8(2): 16-49. doi: 10.22051/bmr.2021.34209.2086

Designing Destination Brand Reinforcement Model by Grounded Theory Approach (Case Study: Fars Province)

فصلنامه علمی پژوهشی مدیریت برند
Volume 8, Issue 2 - Serial Number 26, May 2021, Pages 16-49    PDF (1.09 M)
Document Type: Research Paper
DOI: 10.22051/bmr.2021.34209.2086
Authors
Azam Mirsoleimani1; mohamadali babaeizakliki* 2; Manijeh Haghighinasab3; Ameneh Khadivar4; Mehdi Ebrahimi5
1Phd student of international marketing, Department of Business Management, Faculty of Social Science & Economics, Alzahra University, Tehran, Iran
2Associate Professor،Department of Business Management, Faculty of Social Science، Economics،Alzahra University، Tehran,،Iran
3. Associate Professor, Department of Business Management, Faculty of Social Science & Economics, Alzahra University, Tehran, Iran,
4Assisstant Professor،Department of Business Management, Faculty of Social Science، Economics،Alzahra University، Tehran، Iran,
5Assisstant Professor، Department of business management, faculty of management،amp، accounting،Allameh Tabatha university، Tehran،Iran,
Abstract
Reinforcing the brand of tourism destination means strengthening the cultural identity of space and place in the minds of potential tourists. So it is necessary to identify and understand the factors affecting it. In this research, it is attempt to present a model of destination brand reinforcement by using the qualitative and grounded theory approach. For this purpose, using theoretical sampling method and three-step open, selective and axial data coding, the data were analyzed and a paradigm model of the research was designed. Based on the analysis, the main themes of this study, "destination brand reinforcement" affected by causal conditions (potentials of Fars province and the need to enjoy the economic and cultural benefits of the tourism industry), the underlying factors (Political conditions, administrative structures, resources and facilities, social and cultural conditions) and intervening factors (economic, social, cultural, managerial, infrastructure conditions and stakeholder participation) and designing and developing a comprehensive strategic tourism plan can promote socio-cultural, political, economic and environmental development.
Keywords
Destination brand; brand reinforcement; grounded theory; Fars province tourism
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