Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran)
The utility of the destination brand experience directly originates from the type of feelings of audiences present in a city. In this study, after recognising the components affecting the sense of place, their relationship with the tourism brand experience in the city of Shiraz, Iran was assessed, a...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
ACCB Publishing
2021-06-01
|
| Series: | Space and Culture, India |
| Subjects: | |
| Online Access: | https://spaceandculture.in/index.php/spaceandculture/article/view/1132 |
| _version_ | 1818907223663837184 |
|---|---|
| author | Mahshid Barani |
| author_facet | Mahshid Barani |
| author_sort | Mahshid Barani |
| collection | DOAJ |
| description | The utility of the destination brand experience directly originates from the type of feelings of audiences present in a city. In this study, after recognising the components affecting the sense of place, their relationship with the tourism brand experience in the city of Shiraz, Iran was assessed, and the way the components made effects were investigated as well. To achieve this end, as stated above, this research was conducted using a case study of Shiraz city. The data collection was performed through observation and questionnaire, and the data analysis technique was a combination of quantitative (using SPSS software) and qualitative methods. The obtained results demonstrated that all factors in each form, activity and meaning components affected the sense of place in Shiraz; however, factors associated with the city’s history, such as historical attractions and famous people, had a remarkable effect when compared to others. Overall, consideration of the indicators influencing the sense of place in all aspects, particularly the management and operational ones (design and execution), results in a more robust connection of the audience with the destination brand, growth of sustainable tourism in Shiraz, and successful competition in the international arena.
Submitted: 12 December 2020; Revised: 29 March December 2021; Accepted: 31 May 2021 |
| first_indexed | 2024-12-19T21:51:43Z |
| format | Article |
| id | doaj.art-f87fe1577b1a4549a4315b100dc8697d |
| institution | Directory Open Access Journal |
| issn | 2052-8396 |
| language | English |
| last_indexed | 2024-12-19T21:51:43Z |
| publishDate | 2021-06-01 |
| publisher | ACCB Publishing |
| record_format | Article |
| series | Space and Culture, India |
| spelling | doaj.art-f87fe1577b1a4549a4315b100dc8697d2022-12-21T20:04:23ZengACCB PublishingSpace and Culture, India2052-83962021-06-019110.20896/saci.v9i1.1132Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran)Mahshid Barani0Shiraz University of Arts: Shiraz, Fars, IRThe utility of the destination brand experience directly originates from the type of feelings of audiences present in a city. In this study, after recognising the components affecting the sense of place, their relationship with the tourism brand experience in the city of Shiraz, Iran was assessed, and the way the components made effects were investigated as well. To achieve this end, as stated above, this research was conducted using a case study of Shiraz city. The data collection was performed through observation and questionnaire, and the data analysis technique was a combination of quantitative (using SPSS software) and qualitative methods. The obtained results demonstrated that all factors in each form, activity and meaning components affected the sense of place in Shiraz; however, factors associated with the city’s history, such as historical attractions and famous people, had a remarkable effect when compared to others. Overall, consideration of the indicators influencing the sense of place in all aspects, particularly the management and operational ones (design and execution), results in a more robust connection of the audience with the destination brand, growth of sustainable tourism in Shiraz, and successful competition in the international arena. Submitted: 12 December 2020; Revised: 29 March December 2021; Accepted: 31 May 2021https://spaceandculture.in/index.php/spaceandculture/article/view/1132Brand ExperienceSense of PlaceShirazAudience SatisfactionTourismIran |
| spellingShingle | Mahshid Barani Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran) Space and Culture, India Brand Experience Sense of Place Shiraz Audience Satisfaction Tourism Iran |
| title | Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran) |
| title_full | Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran) |
| title_fullStr | Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran) |
| title_full_unstemmed | Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran) |
| title_short | Creating a New Experience for Tourists through City Branding (Case Study: City of Shiraz in Iran) |
| title_sort | creating a new experience for tourists through city branding case study city of shiraz in iran |
| topic | Brand Experience Sense of Place Shiraz Audience Satisfaction Tourism Iran |
| url | https://spaceandculture.in/index.php/spaceandculture/article/view/1132 |
| work_keys_str_mv | AT mahshidbarani creatinganewexperiencefortouriststhroughcitybrandingcasestudycityofshiraziniran |