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      • Open Access Article

        1 - Developing a Model for the Destination’s Brand Identity Using Grounded Theory
        hadi asghari Hamed Bakhshi Mozghan Azimihashemi Mohammad Hossein   Imani khoshkho
        Establishing a brand identity for tourism destinations may help ease the problems caused by the intangibility of tourism products and increase the concerted efforts of tourism service providers, ensuring stability in markets and facilitating the process of market segmen More
        Establishing a brand identity for tourism destinations may help ease the problems caused by the intangibility of tourism products and increase the concerted efforts of tourism service providers, ensuring stability in markets and facilitating the process of market segmentation. Therefore, considering the necessity for more attention to the destination’s brand identity due to increased competition within the tourism industry, this qualitative study sought to develop a model for establishing a brand identity for Mashhad city using the grounded theory method. To this end, some twelve managers, professors, and researchers working in the field of brand and tourism in Mashhad were selected to participate in detailed semi-structured interviews using purposive sampling. Then, the collected data were analyzed through open, axial, and selective coding. The study’s findings indicated the positive role of personal factors such as awareness of the destination’s brand or the tourists’ behavioral intentions in developing the brand identity of tourist destinations, which in turn influence the relevant strategies. In other words, such factors help the official select appropriate distinct marketing or development strategies, bringing about a variety of outcomes, including socio-economic development. Moreover, it could be argued that the strategies are set on the grounds of participation development in which the destination’s brand identity is formed. However, intervening factors such as micro and macro environmental factors should also be taken into account in this regard. Manuscript profile
      • Open Access Article

        2 - Examining the Role of a Community’s Social Media-based Destination Brand in Winning Tourists’ Hearts Towards Co-Creating Values and Visiting the Place
        Zohreh Ali Esmaili Armin Goli
        This study sought to investigate the role of a community’s social media-based destination brand in winning the tourists’ hearts and convincing them to co-create values and visit the community. The population of this applied survey study comprised of Ramsar visitors who More
        This study sought to investigate the role of a community’s social media-based destination brand in winning the tourists’ hearts and convincing them to co-create values and visit the community. The population of this applied survey study comprised of Ramsar visitors who discussed it as a travel destination on social media and had used social media to choose Ramsar as a tourist destination. In this regard, 73 media sources where Ramsar had been discussed were selected using a judgmental sampling method. The required data were collected through electronic questionnaires from 384 visitors (out of 450 visitors) who were selected through non-probability convenient sampling. The collected data were then analyzed via SmartPLS software using structural equation modeling and path analysis technique. The findings of the study suggested that a community’s social media-based destination brand had a positive impact on the visitors’ enjoyment of the place, loving the place, and positive surprise towards the destination, persuading them to participate in the co-creation of values and thus revisit the place. Manuscript profile