Analyzing Tourism Nation Branding and Tourism Brand Management in the Large-Scale and Basic Policies of Islamic Republic of Iran

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pirjamadi sahar; Motahhari Morteza; Karoubi Mehdi; MAHMOUDI AHMAD

Title

Analyzing Tourism Nation Branding and Tourism Brand Management in the Large-Scale and Basic Policies of Islamic Republic of Iran

Author(s)

pirjamadi sahar | Motahhari Morteza | Karoubi Mehdi | MAHMOUDI AHMAD | Issue Writer Certificate

Keywords

Feasibility

Free zones

Infrastructure

Sport Tourism

Tourist Attractions

Abstract

This study aimed to identify Feasibility marketing indicators of sports tourism development in Iran's free trade, industrial and economic zones. The research method was qualitative, which was done with an exploratory-survey approach. For this purpose, 21 experts were interviewed purposely using in-depth and semi-structured interviews until theoretical saturation was achieved. Data were analyzed using the thematic analysis method, and its analysis was performed using MAXQDA qualitative software. Based on the research findings, the promotion of Tourist Attractions, the attraction of sports tourists, the synergy of stakeholders, market risk, Infrastructure and natural capacities, previous approaches, and experiences of neighboring countries were identified as the leading indicators of Feasibility. The results of this study emphasize the need for the use of new digital technologies, advertising, national media, cultural and social capacity building, marketing, private sector investor, residents, interorganizational interaction, economic capacity, Infrastructure, and successful experiences in developing sports tourism free trade, industrial and economic zones of Iran. Introduction Today, the tourism industry, as the largest and most diverse industry in the world, is an essential source of income and one of the factors affecting cultural exchanges between countries. Many developed and developing countries see this dynamic industry as their primary source of income, job creation, private sector growth, and Infrastructure development (Camilleri, 2018). Sport is also considered one of the significant and important industries in the world today, which combines them to create one of the most impressive modern service industries, called the "sports tourism" industry (Cho et al., 2019). Gibson defines sports tourism as leisure-based travel in which people temporarily leave their homes to play or watch physical activities or see the attractions associated with those activities (Amin Rostamkolaee & Poursoltani, 2019). What is important is that the climate of each region has a significant impact on drawing the future lines of tourism development, and the multiple capabilities of receiving tourists in different areas and regions throughout the year pave the way for increasing tourism capacity, especially sports tourism (Karimi et al., 2018). In this regard, the free trade, industrial and economic zones of Iran with favorable climate and various attractions and natural landscapes have unique capabilities for investment and planning in sports tourism. Due to their special geographical and climatic location, most of these areas have ecological potential to attract tourists, such as pristine beaches, anticlines, and synods (Savadi et al., 2019). In this regard, tourism marketing for a country or a region is essential because marketing can provide potential tourists with information about what the region can offer and encourage them to visit it (Nekmahmud et al., 2020). As one of the main pillars of the national development process, the sports tourism industry demands specific missions, visions, strategies, and policies, especially in free trade zones. In their research, Szemkovics et al., (2018) concluded that cultural-tourist indicators in an area increase the likelihood of investing in those areas. Kodirovna et al., (2020), in their research, concluded that advertising in tourism is intended not only to attract tourists but also to create a clear and positive image of tourists, and advertising helps tourists to get acquainted with this place before a personal visit. In their research, Abedi et al., (2021) stated that Infrastructure is of the utmost importance among the obstacles to the development of sports tourism. Also, holding festivals and competitions of water and beach sports were mentioned as new strategies for developing sports tourism. Free trade zones with favorable climatic conditions, beautiful nature, and historical and natural monuments have many capabilities for establishing tourist activities, especially sports. Each of the Free zones also includes special sports and sports competitions that can increase the number of tourists, including spectators, participants and organizers, and other people related to events, by planning for festivals, and sports competitions. Materials and Methods The research method is qualitative and exploratory. The field method has been used to obtain information. In terms of purpose, this is applied research. In this research, the author does not seek to design a model and only explores and identifies the marketing indicators of the Feasibility of developing sports tourism in Iran's free trade, industrial, and economic zones. The study's statistical population included all experts and knowledgeable people in the sports tourism industry, experts and professors in sports management with scientific and research backgrounds in sports tourism, tourism managers of free trade, industrial and economic zones, and scientists who had the necessary expertise related to the research. Purposeful sampling was done. Discussion and Results After conducting 21 interviews with experts, the interviews were analyzed using MAXQDA software. A total of 341 primary identifiers were extracted. After summarizing and merging identifiers that were semantically and conceptually common, a total of 145 identifiers were recognized, which were categorized in 23 main categories and 7 general concepts, as described in the following sections. Conclusions In this research, 7 general concepts were identified, including 1. Promotion and advertising of Tourist Attractions (1. Application of new digital and communication technologies, 2. Specialized and professional approach to advertising, 3. Environmental advertising, 4. Written and tangible advertising, 5. Virtual social media 6. National media), 2. Readiness and capacity building in attracting domestic and foreign tourists (1. Cultural and social capacity building, 2. Management of Tourist Attractions, 3. Advertising and marketing, 4. Providing the quality of desirable services, 5. Support and reception from the private sector and investors), 3. Stakeholder integration (1. Residents, 2. Government support of investment, 3. Interaction and cooperation between organizations), 4. Market risk acceptance (1. Market risk, 2. Economic capacities and Free zones trade), 5. Recognition of infrastructural and natural capacities (1. Infrastructure facilities, 2. Natural attraction facilities, 3. Historical monuments, 4. Support facilities), 6. Past experiences and approaches (1. Innovative and modern experiences, 2. Negative experiences), 7. Neighboring countries' experiences in tourism development (1. Successful experiences). Among the mentioned components, the natural attraction facilities are the most important in terms of frequency. This result is consistent with Szemkovics et al. (2018) research findings. In their research, Szemkovics et al. (2018) concluded that cultural-tourist indicators in an area increase the likelihood of investing in those areas. Today, with the crystallization of sport as a need, the development of sports tourism, and becoming the largest service industry in the world and its specialization, tourism has provided the opportunity for every destination to hope to benefit from tourism. At the heart of this development, sports tourism is creating new job opportunities as well as increasing the employment of women and youth in activities related to the industry. Because tourism potentials are unique assets for each country, identification, classification, and planning for sports tourism is important. In this regard, sports tourism requires comprehensive and efficient planning. At the same time, free trade zones, due to their unique features and capabilities, have a high potential for developing this industry. Therefore, the first economic effect of tourism in different areas is an increase in income for residents of tourist areas, which can be achieved individually or publicly. According to the results of the present study, to the managers of the Ministry of Cultural Heritage and Tourism, including managers of investment, Infrastructure and sample tourism areas, domestic tourism development, monitoring and evaluation of tourism services, cultural heritage and tourism Free zones, Ministry of Sports and Youth, organizations, relevant and influential departments and agencies such as municipalities and decision makers are suggested to develop the Infrastructure of Free zones in the fields of tourism (hotels, transportation, etc. ), improve the quality of existing Infrastructure to increase tourist satisfaction and attract more tourists, establish recreational and sports complexes, pay more attention to areas with lower sports tourism Infrastructure, the establishment of a unique headquarters for sports tourism, training and recruitment of creative sports tourism specialists to maintain this national capital in Iran, increase funding for sports tourism in Free zones, increase social and cultural security compilation of comprehensive creative sports tourism plans in Free zones, permanent publication of books, articles, catalogs and photos of sports tourism attractions in Free zones, growth and development of natural and urban environments including natural attractions, use of marketing and advertising techniques, needs assessment, purposeful activity of sports delegations in Free zones, holding sports competitions by sports federations hosted by Free zones, using the experiences of other prosperous countries, etc.

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APA: Copy

pirjamadi, sahar, Motahhari, Morteza, Karoubi, Mehdi, & MAHMOUDI, AHMAD. (2022). Analyzing Tourism Nation Branding and Tourism Brand Management in the Large-Scale and Basic Policies of Islamic Republic of Iran. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), 17(57 ), 47-78. SID. https://sid.ir/paper/1031824/en

Vancouver: Copy

pirjamadi sahar, Motahhari Morteza, Karoubi Mehdi, MAHMOUDI AHMAD. Analyzing Tourism Nation Branding and Tourism Brand Management in the Large-Scale and Basic Policies of Islamic Republic of Iran. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES)[Internet]. 2022;17(57 ):47-78. Available from: https://sid.ir/paper/1031824/en

IEEE: Copy

sahar pirjamadi, Morteza Motahhari, Mehdi Karoubi, and AHMAD MAHMOUDI, “Analyzing Tourism Nation Branding and Tourism Brand Management in the Large-Scale and Basic Policies of Islamic Republic of Iran,” TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), vol. 17, no. 57 , pp. 47–78, 2022, [Online]. Available: https://sid.ir/paper/1031824/en

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Scientific Information Database

ISSN: 2588-4824

Journal Paper

Analyzing Tourism Nation Branding and Tourism Brand Management in the Large-Scale and Basic Policies of Islamic Republic of Iran