Purpose: Today, there are sizable chunk of cities in the world, trying to introduce themselves as destination brands in various areas. Given that, this study aimed to explain the effective factors on destination branding in the field of sports tourism in Mashhad.
Method: This study was of applied research, from the view point of purpose, and also, in terms of its nature, it was in the field of exploratory research, furthermore, in terms of data collection, it was of a descriptive-survey type. Also, due to the use of Q methodology, it was a type of mixed research (quantitative-qualitative). The statistical population included marketing and branding specialists, sports tourism experts, sports management professors and people active in the field of tourism who had complete knowledge of Mashhad. For this purpose, theoretical saturation was achieved after in-depth and semi-structured interviewing 16 experts selected purposefully and finally 26 people completed the Q questionnaire.
Results: The data obtained from sorting the Q statements were entered into SPSS software version 26 and analyzed through varimax rotation (exploratory factor analysis). The priority of these models were infrastructural factors, inner city situation, cultural activities, commercial creativities, urban essence, and transportation, respectively.
Conclusion: The results of this research emphasize the strengthening of indicators such as suitable access to the Internet, managerial decisions, cultural diversity, the existence of suitable places and markets, the potential of the region and the smoothness of traffic and roads in order to make the destination as a brand in Mashhad's sports tourism. |
- Avraham, E. (2018). Nation branding and marketing strategies for combatting tourism crises and stereotypes toward destinations. Journal of Business Research.
- Baker, B. (2007). Destination branding for small cities: The essentials for successful place branding. Portland: Creative Leap Books.
- Bergkvist, L. & Bech-Larsen, T. (2010). “Two studies of consequences and actionable antecedents of brand love”, The Journal of Brand Management, 17 (7), pp. 504-518.
- Cai, A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720e742.
- Cai, L. A., Feng, R., & Breiter, D. (2004). Tourist purchase decision involvement and information preferences. Journal of Vacation Marketing, 10(2), 138e148.
- Chang, M. X., Choong, Y. O., & Ng, L. P. (2020). Local residents’ support for sport tourism development: the moderating effect of tourism dependency. Journal of Sport & Tourism, 24(3), 215-234.
- Dana, C. J., & McClearly, K. W. (1995). Influencing associations’ site-selection process. Cornell Hotel and Restaurant Administration Quarterly, 36(2), 61e68.
- Fan, Y. (2006). Branding the nation: what is being branded? Journal of Vacation Marketing, 12(1), 5e14.
- Florek, M. (2005). The country brand as a new challenge for Poland. Place Branding, 1(2), 205e214.
- Gausselin, B. (2019). Impact of Nike Inc.'s Utilization of Social Issues in Their Marketing Strategy on Brand Equity, Brand Image, and Brand Loyalty (Doctoral dissertation).
- Getz, D., & Page, S. J. (2016). Progress and prospects for event tourism research. Tourism management, 52, 593-631.
- Gholamian, J., Nazari torshizi, A., samee, S., & Beheshti, R. (2022). Identifying the Mental Patterns of Experts Regarding the Factors Affecting the Increase of Media Literacy Level of Physical Education Teachers in Virtual Education Caused by the Corona Epidemic. Research on Educational Sport, 9(25), 65-88
- Gibson, H. J. (2006). Sport tourism: Concepts and theories. New York: Routledge Taylor & Francis Group.
- Hawkins, J. (2018). Consuming Anzac: The History of Australia's Most Powerful Brand. UWA Publishing.
- Jakovlev, Z., Dimitrov, N., Koteski, C., & Serafimova, M. (2017). Sport tourisam as the most important alternative form of tourism-strategies and challenge. Economic Development, Journal of the Institute of Economics-Skopje.
- Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). New Jersey: Prentice Hall.
- Leisen, B. (2001). Image segmentation: the case of a tourism destination. Journal of Services Marketing, 15(1), 49e66.
- Matiza, T., & Slabbert, E. (2020). South Africa's place brand: A marketing axiom to South Africa as a tourism destination. Journal of Destination Marketing & Management, 15.
- Morrison, A., & Anderson, D. (2002). Destination branding. Available from: http:// macvb.org/intranet/presentation/DestinationBrandingLOzarks6-10-02. ppt Accessed 18.05.03.
- Nazari Tarshizi, Ahmad; Talebpour, Mehdi; Heydari, Reza and Yousefi, Mohammadreza. (2019). Planning the strategic program of sports tourism in Mashhad using the combined Phillips model. Contemporary Research in Sports Management journal, 10(19): 93-109. (In Persian)
- Parchekani, P., Roknedin Eftekhari, A., Hashemi, S. (2020). ustainable Branding Foresight of Coastal Destinations (A Case Study: Chabahar Coastal Area). Tourism Management Studies, 15(50), 157-195.
- Park So-young, & Jeong Ki-han. (2013). The effect of corporate personality on brand attachment and loyalty: the mediating effect of consumer-company identification. Customer Satisfaction Management Research, 15(1), 85-106.
- Pitts, B. G., & Stotlar, D. K. (2007). Fundamentals of sport marketing: Fitness information technology.
- Rabbani, Romina; Jalali, Seyed Mehdi and Mehrmanesh, Hassan. (2018). Strategic planning of urban branding in the tourism industry. Urban Management Studies, 11(38): 47-58. (In Persian)
- Ross, S. D. (2001). Developing sport tourism. Retrieved from sport20tourism/sporttourism20development%20guide.pdf.
- Sahin, A., Zehir, C. & Kitapci, H. (2011). “The effects of brand experience, trust and satisfaction on the building brand loyalty: An empirical research on global brands”, Procedia Social and Behavioral Sciences, 24, pp. 1288-1301.
- Shariatnejad, Ali; Mousavi, Najmuddin and Sabhund, Reza. (2016). Explaining the components of urban branding with an emphasis on the tourism industry. Tourism and Development, 6(4): 160-179. (In Persian)
- Tasci, A. D. A., & Kozak, M. (2006). Destination brands vs destination images: do we know what we mean? Journal of Vacation Marketing, 12(4), 299e317.
- Tsai, C. T. S., & Wang, Y. C. (2017). Experiential value in branding food tourism. Journal of Destination Marketing & Management, 6(1), 56-65.
- Uysal, Muzaffer(2003), Satisfaction Components in Outdoor Recreation and Tourism Settings, e-Review of Tourism Research (eRTR), Vol. 1, No. 3, pp. 2-29.
- Y. Jang, K. M. Cho & J. H. Park. (2014). The effects of the congruence between sports brand personality and self-image on brand loyalty and repurchase intention. Korean Journal of Sport Management, 19(3), 121-136.
- Yoshida, M., Gordon, B., Nakazawa, M., Shibuya, S., & Fujiwara, N. (2018). Bridging the gap between social media and behavioral brand loyalty. Electronic Commerce Research and Applications, 28, 208–218.
|