Geographical Engineering of Territory

Geographical Engineering of Territory

Analysis of effective factors on the competitive positioning of tourism brand in Guilan province

Authors
Sadegh Monem Lafmejani 1
Seyed Mahmoud Shabgoo Monsef 2
Ali Gholipour Soleimani 2
1 Ph. D Student in Business Management, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2 Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
10.22034/jget.2023.148928
Abstract
Tourism industry has always played an important role in economic growth and development as well as increasing the national income of a country.

The purpose of this study is to present a model of effective factors in the competitive position of tourism brand in Guilan.

This research is of the combined type, in the qualitative part of which Grounded theory is used and according to the data collection method, it is considered as field research. The statistical population of the study is university professors and tourism managers in Guilan. In the qualitative part, theoretical sampling was used and the number of sample sizes due to theoretical saturation was 11 people.

Analysis of data interviews to develop a competitive position model Guilan tourism brand by coding method showed that 300 open codes were identified and classified in 23 concepts in six main categories including competitive sources, Guilan brand competitive position, contextual factors, destination management operations. Destination, and intervening factors were divided. In order to measure the designed model, in the quantitative part of the research, the opinions of 169 managers and experts in the field of tourism in Guilan were used.

It can be said that the key factor in positioning the destination brand in the minds of customers is the operations related to positioning, branding and advertising of that destination, and all other factors will be more pronounced with the correct implementation of this factor.
Keywords
Tourism
Destination Positioning
Competitiveness
Tourism Brand
Gilan Province
Subjects
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Geographical Engineering of Territory
Volume 7, Issue 2 - Serial Number 16
Summer 2023
Pages 385-406

  • Receive Date 01 January 2022
  • Revise Date 09 November 2022
  • Accept Date 29 April 2022
  • Publish Date 23 August 2023