Provide a model for branding tourist destinations with an emphasis on digital marketing

Document Type : Original Article

Authors

1 PhD student in Social Communication Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

2 Assistant Professor of Social Communication Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Visiting Professor, Faculty of Management, University of Tehran, Iran

Abstract

The present study aims to provide a model for branding tourist destinations with emphasis on digital marketing. Therefore, 45 articles between 2010 to 2020 using the systematic review method and Delphi technique have been reviewed. The statistical population included 25 experts in this field. In the first round of the Delphi method, the average of the experts' opinions out of 57 questions, 11 questions were lower than the mean of the spectrum, which was recognized as a minor criterion and was removed from the questionnaire. In the second round of the Delphi method, the questionnaire had 46 questions, which based on the average opinions of experts, out of 46 questions, 6 questions were removed from the questionnaire. In the third round of the Delphi method, the questionnaire had 40 questions that the average opinions of experts on the fuzzy value of all questions are higher than the average of the spectrum. So all the remaining questions are very important. According to the opinions of experts, the achievement of questions to the community level and the lack of removal or addition of new indicators to the research, it was determined that the condition for stopping the research has been provided.

Keywords

Political Sociology of Iran
Volume 5, Issue 3
June 2022
Pages 1192-1219

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