نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران. rabaniromina@yahoo.com
2 استادیار گروه مدیریت، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران. drjalali1356@gmail.com
3 استادیارگروه مدیریت صنعتی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران. has.mehrmanesh@iauctb.ac.ir
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Introduction and Purpose: The creation of spaces, the giving of particular personality to cities, drawing a mental perspective for people and reputation of cities have particular importance; most cities and places seek to be unique and lasting in the minds of audience who are trying to Define and consolidate their urban brand. The purpose of this study is strategic planning of urban branding in tourism industry.
Research method: The methodology of this study from purpose type is practical and type in terms of method and nature is descriptive-survey. with using cluster sampling method, structural equations modeling by Imus software was fitted model and analyzed. First, doing description and preparation of necessary data to test the hypotheses, then analyze the relationships between the variables, and finally doing compare the observed results with the results that hypotheses expected.
Findings: Research findings show fulfill Stakeholder’s expectations, Financial limitations and Lack of understanding`s managers, explaining the urban branding strategy and its process are considered as effective causal factor on strategic planning of urban branding in the tourism industry.
Conclusion: The creation, improvement and development of urban brand programs with using the urban branding strategic planning model will enhance the city's position, economic, social development of the city and attract tourists.
Keywords: Urban Brand, Urban Branding, Urban Branding Strategy, Tourism Industry
کلیدواژهها [English]
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