Evaluation of the Phantasm and Branding of Tourism Destinations (case study: South Khorasan Province, Iran)

Journal of Tourism Hospitality Research

مقاله 5، دوره 7، شماره 2، خرداد 2020، صفحه 79-93   

نوع مقاله: Original Article

نویسندگان

Mohammad Eskandari Sani^{* 1}؛ Ebrahim Rezaei²

¹Assistant Professor, Faculty of literature and Humanities,University of Birjand, Birjand, Iran

²Ph.D. student in Geography & Urban Planning,Tarbiat Modares University, Tehran, Iran

چکیده

Nowadays, the tourism branding has such importance for governments that annually they spend
a lot of financial resources to building the brands although their efforts don’t reach to the
desirable results. This study aims at evaluating the phantasm and branding of tourist destinations
in the South Khorasan Province in Iran. An applied qualitative methodology was used to carry
out the data foundation analysis. 100 tourists, who had visited the South Khorasan Province,
were interviewed. In the interviews, the identification and assessment of tourist phantasm were
determined for each county and accordingly it was suggested to establish the required
infrastructure, and services according to tourists' view. The Results showed that phantasms such
as “agricultural products, desert hiking, higher education, astronomy and mineral resources” had
a high priority in the building of tourist branding in the study area. Therefore, decision-making
and planning at macro level should define the Destination brand and at the micro level Province
tourism projects should be done in accordance with these brands and priorities.

کلیدواژه‌ها

Tourist Branding؛ South Khorasan Province؛ Tourist Destinations

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