Mapping Associations Networks of Kish Free Zone’s Tourist Branding Using Brand Conceptual Mapping Method
Competition and the speed of change in the tourism industry have made organizations to understand audience feedback to plan for attracting more tourists. This research is an applied research, with a combination of elements. It attempts to use the brand conceptual mapping method to create insight fro...
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2018-06-01
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| Series: | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| Subjects: | |
| Online Access: | https://tms.atu.ac.ir/article_9014_df6eefaae998640f545576b1799c4f0b.pdf |
| _version_ | 1797377317221171200 |
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| author | Mohammad Saleh Torkestani Kobra Bakhshi Zadeh Borj Pedram Jahedi |
| author_facet | Mohammad Saleh Torkestani Kobra Bakhshi Zadeh Borj Pedram Jahedi |
| author_sort | Mohammad Saleh Torkestani |
| collection | DOAJ |
| description | Competition and the speed of change in the tourism industry have made organizations to understand audience feedback to plan for attracting more tourists. This research is an applied research, with a combination of elements. It attempts to use the brand conceptual mapping method to create insight from the understanding of internal audience to the tourism brand of Kish Free Zone. For data collection, 200 people in Tehran in two groups of people with/without a history of visiting the Kish Free Zone were selected by simple sampling. After two interviews using Brand Conceptual Mapping Method, their mental maps were drawn up. Although the Kish Free Zone includes the Kish Island, Hendurabi, and greater and little Faror Island, except Kish, there was no association related to the other islands in the maps. According to the results, people with a history of visits had more associations and more positive associations. More than half of the associations of people without a history of visits were similar to those with a history of visits. The inclusion of an advertising media as a negative association on the map of people without a history of visits was a notable point |
| first_indexed | 2024-03-08T19:50:52Z |
| format | Article |
| id | doaj.art-033b387ebaaf42e5b2524113da1d8b17 |
| institution | Directory Open Access Journal |
| issn | 2322-3294 2476-597X |
| language | fas |
| last_indexed | 2024-03-08T19:50:52Z |
| publishDate | 2018-06-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| spelling | doaj.art-033b387ebaaf42e5b2524113da1d8b172023-12-24T07:41:32ZfasAllameh Tabataba'i University PressMuṭāli̒āt-i Mudīriyyat-i Gardishgarī2322-32942476-597X2018-06-011342416510.22054/tms.2018.90149014Mapping Associations Networks of Kish Free Zone’s Tourist Branding Using Brand Conceptual Mapping MethodMohammad Saleh Torkestani0Kobra Bakhshi Zadeh Borj1Pedram Jahedi2Assistant Professor, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran.Assistant Professor, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, TehranMaster of Business Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, TehranCompetition and the speed of change in the tourism industry have made organizations to understand audience feedback to plan for attracting more tourists. This research is an applied research, with a combination of elements. It attempts to use the brand conceptual mapping method to create insight from the understanding of internal audience to the tourism brand of Kish Free Zone. For data collection, 200 people in Tehran in two groups of people with/without a history of visiting the Kish Free Zone were selected by simple sampling. After two interviews using Brand Conceptual Mapping Method, their mental maps were drawn up. Although the Kish Free Zone includes the Kish Island, Hendurabi, and greater and little Faror Island, except Kish, there was no association related to the other islands in the maps. According to the results, people with a history of visits had more associations and more positive associations. More than half of the associations of people without a history of visits were similar to those with a history of visits. The inclusion of an advertising media as a negative association on the map of people without a history of visits was a notable pointhttps://tms.atu.ac.ir/article_9014_df6eefaae998640f545576b1799c4f0b.pdfkish free zonebrand associationsbrand conceptual mapping methodtourism brand |
| spellingShingle | Mohammad Saleh Torkestani Kobra Bakhshi Zadeh Borj Pedram Jahedi Mapping Associations Networks of Kish Free Zone’s Tourist Branding Using Brand Conceptual Mapping Method Muṭāli̒āt-i Mudīriyyat-i Gardishgarī kish free zone brand associations brand conceptual mapping method tourism brand |
| title | Mapping Associations Networks of Kish Free Zone’s Tourist Branding Using Brand Conceptual Mapping Method |
| title_full | Mapping Associations Networks of Kish Free Zone’s Tourist Branding Using Brand Conceptual Mapping Method |
| title_fullStr | Mapping Associations Networks of Kish Free Zone’s Tourist Branding Using Brand Conceptual Mapping Method |
| title_full_unstemmed | Mapping Associations Networks of Kish Free Zone’s Tourist Branding Using Brand Conceptual Mapping Method |
| title_short | Mapping Associations Networks of Kish Free Zone’s Tourist Branding Using Brand Conceptual Mapping Method |
| title_sort | mapping associations networks of kish free zone s tourist branding using brand conceptual mapping method |
| topic | kish free zone brand associations brand conceptual mapping method tourism brand |
| url | https://tms.atu.ac.ir/article_9014_df6eefaae998640f545576b1799c4f0b.pdf |
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