The significant role of branding and imaging in successful tourism development and destination marketing
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Marzieh Khanmohammadi [1] ; Hossein Assadi [1]
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[1] Islamic Azad University
Islamic Azad University
Irán
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- Localización: Destination branding heritage and authenticity / Rubén Camilo Lois González (ed. lit.), Francisco Dias (ed. lit.), Xosé Manuel Santos Solla (ed. lit.), Pilar Taboada De Zuñiga (ed. lit.), Joao Paulo Conceição Silva Jorge (ed. lit.), 2012, ISBN 978-84-695-3961-3, págs. 796-807
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
The tourism industry is constantly growing and is one of the most expansive industries today. It generates many jobs which in they turn generate revenue for the destinations. But in order to take part of this revenue, destinations must first attract the tourists. This is done with destination branding and destination imaging which means that the image and the brand of a destination are playing a significant role. The purpose of this article is: • Reviewing the literature of branding and imaging of a destinations; • Examining the impact of branding on destination image and tourism development and the way they are affecting a country; • Considering the importance of branding in distorted destination like Iran for changing the negative image to positive one. Terms imaging and branding are of great importance especially for countries with critical political and economical situation that have a negative image globally. To change their image Iran should first distance themselves from their negative image. This article has a deductive approach which means that the research is based on different forms of literature and interviews. Iran is a post war country with negative image has many obstacles to overcome in order to be a Flourishing destination that will attract tourists, but more important be a destination that is able to compete with other already established destinations. So in order to attract more tourists, Iran as a country and a destination should be associated with positive feelings. This is done through imaging and branding .The conclusion of this article is that a destination can change their past or worse situation, from something negative to something positive. But in order to this, a lot of hard work is required.
