Bilingual
En/Fa
Geographical Research is Published in both Persian and English Full-text.
Volume 40, Issue 2 (2025)
GeoRes 2025, 40(2): 173-183 |
Back to browse issues page
Article Type:
Subject:
Research code: ART-۱۷۰۱
History
Received: 2025/04/18 | Accepted: 2025/06/20 | Published: 2025/06/27
Received: 2025/04/18 | Accepted: 2025/06/20 | Published: 2025/06/27
How to cite this article
Behzadi Rad M, Zangeneh Shahraki S, Hosseini A. Impact of Tourism Branding on the Components of Tourist Experience in Tehran. GeoRes 2025; 40 (2) :173-183
URL: http://georesearch.ir/article-1-1701-en.html
URL: http://georesearch.ir/article-1-1701-en.html
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Rights and permissions
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
1- Department of Geography and Urban Planning, University of Tehran, International Campus Kish, Kish, Iran
2- Department of Geography and Urban Planning, Faculty of Geography, University of Tehran, Tehran, Iran
2- Department of Geography and Urban Planning, Faculty of Geography, University of Tehran, Tehran, Iran
Abstract (188 Views)
Aims: In today’s world, tourism is recognized as one of the important economic and cultural industries. Tourism branding, as a key strategy, can help attract tourists and enhance their experience.
This research aims to examine tourism branding’s impact on tourist experience and the factors that play a role in this process.
Methodology: This study employed a combination of library and field methods for data collection. The statistical population of this research includes incoming Iranian tourists to Tehran. Due to the lack of precise statistics regarding the number of incoming tourists, Cochran’s formula for an unlimited population was used to determine the sample size, which was estimated to be 384 individuals. Simple random sampling was conducted among tourists who arrived in the city during the ancient Nowruz holidays of 2024. Additionally, for data analysis and research results, structural equation modeling was performed using PLS SMART 4 software.
Findings: Tourism branding has a positive and significant impact on tourists’ experience and satisfaction. In particular, the construct of “tourist satisfaction” shows the highest R² and Q² values, demonstrating its strong ability to explain variations and predict outcomes.
Conclusion: The research model had acceptable validity and reliability, and the strong structural model fit was confirmed. Among the constructs, tourist satisfaction achieved the highest levels of validity, reliability, and predictive power, and was identified as the key factor in explaining the endogenous variables. Tourist experience and smart technologies significantly contributed to strengthening the model, although their impact was lower compared to tourist satisfaction.
This research aims to examine tourism branding’s impact on tourist experience and the factors that play a role in this process.
Methodology: This study employed a combination of library and field methods for data collection. The statistical population of this research includes incoming Iranian tourists to Tehran. Due to the lack of precise statistics regarding the number of incoming tourists, Cochran’s formula for an unlimited population was used to determine the sample size, which was estimated to be 384 individuals. Simple random sampling was conducted among tourists who arrived in the city during the ancient Nowruz holidays of 2024. Additionally, for data analysis and research results, structural equation modeling was performed using PLS SMART 4 software.
Findings: Tourism branding has a positive and significant impact on tourists’ experience and satisfaction. In particular, the construct of “tourist satisfaction” shows the highest R² and Q² values, demonstrating its strong ability to explain variations and predict outcomes.
Conclusion: The research model had acceptable validity and reliability, and the strong structural model fit was confirmed. Among the constructs, tourist satisfaction achieved the highest levels of validity, reliability, and predictive power, and was identified as the key factor in explaining the endogenous variables. Tourist experience and smart technologies significantly contributed to strengthening the model, although their impact was lower compared to tourist satisfaction.
References
1. Bekhshizadeh Borj K, Hosseini SMR (2021). Factors affecting the experience of foreign urban tourists visiting from Tehran (case of study: TripAdvisor website). Tourism Planning and Development. 10(38):145-164. [Persian] [Link]
2. Chaghajordi I, Karami A (2017). Ranking the 15 districts of Isfahan based on cultural tourism infrastructure using the IHD model. Journal of Geographical New Studies, Architecture and Urbanism. 1(5):33-46. [Persian] [Link]
3. Chaniago RZ, Sirait T (2024). The influence of city branding "Serambi Nusantara" on tourists' interest and decision to visit in Penajam Paser Utara. International Journal of Social Service and Research. 4(7). [Link] [DOI:10.46799/ijssr.v4i7.862]
4. Faizi S, Heydari Chiyaneh R, Roostayi Sh (2020). Investigating the impact of destination branding on the development of urban tourism (case study of Tabriz Metropolis). Journal of Applied Researches in Geographical Sciences, 20(59):229-252. [Persian] [Link] [DOI:10.29252/jgs.20.59.229]
5. Irianto D, Basriman I, Sukwika T (2022). The development of Hiradc model methods in the analyze of risk of working at heights on the construction projects of pt. x in Jabodetabek. Journal of Industrial Hygiene and Occupational Health. 7(1). [Indonesian] [Link] [DOI:10.21111/jihoh.v7i1.8114]
6. Kargar MJ, Rahimi Andani A, Rahimi S (2013). Application of intelligent systems in the advancement of electronic tourism. Proceedings of the 4th National Congress of Progressive Pioneers. Shiraz. [Persian] [Link]
7. Karimi A, Fanni Z, Razavian MT, Tavakkol-Nia J (2021). Urban branding approach in the process of tourism role-playing in small towns (case study: Small towns of Kurdistan province). Tourism Planning and Development. 10(38):199-224. [Persian] [Link]
8. Luo JM, Ye BH (2020). Role of generativity on tourists' experience expectation, motivation and visit intention in museums. Journal of Hospitality and Tourism Management. 43:120-126. [Link] [DOI:10.1016/j.jhtm.2020.03.002]
9. Mainolfi G, Marino V (2020). Destination beliefs, event satisfaction and post-visit product receptivity in event marketing: Results from a tourism experience. Journal of Business Research. 116(C):699-710. [Link] [DOI:10.1016/j.jbusres.2018.03.001]
10. Martina A, Köhler M, Meinel G, Gan J, Ioja IC (2019). How smart growth and green infrastructure can mutually support each other: A conceptual framework for compact and green cities. Ecological Indicators. 96(2):10-22. [Link] [DOI:10.1016/j.ecolind.2017.07.001]
11. Maulida D (2019). Tourism destination branding: Analisis strategi branding Wisata Halal "The SOURCE". J Ilmu Komun. 5(1):1-16. [Link] [DOI:10.35308/source.v5i1.1171]
12. Maziashvili M, Pleśniak A, Kowalik I (2023). The digital communication tools and citizens' relationship with local governments: A comparison of Georgian and Polish cities. International Review of Administrative Sciences. 89(2):555-576. [Link] [DOI:10.1177/00208523221079746]
13. Molaei Gholichi M, Davari SE, Amini M, Gholampoor Y (2023). Strategic assessment of the environment with a focus on air pollution (case study: Tehran city). Journal of Environmental Studies. 19(44):146-168. [Persian] [Link]
14. Mousavi SN, Sepahvand R, Shari'atnejad A (2017). Urban branding with emphasis on tourism attractions. Tourism and Development. 6(4):160-179. [Persian] [Link]
15. Parchekani P, Eftekhari AR, Hashemi SS (2020). Future foresight of sustainable branding in coastal tourist destinations. Tourism Management Studies. 15(50):157-195. [Persian] [Link]
16. Tanbakofrooshha I, Dargahi MJ (2021). Factors affecting brand enhancement in tourism in Iran (case study: Qazvin Province). Proceedings of the 12th National Conference on Urban Planning, Architecture, Civil Engineering and Environment. Shirvan: CIVILICA. [Persian] [Link]
17. Widyaputri W, Qurniati R, Firdasari (2024). The influence of branding on tourist interest in Petengoran mangrove ecotourism. IOP Conference Series Earth and Environmental Science. 1315(1):012037. [Link] [DOI:10.1088/1755-1315/1315/1/012037]
18. Xiang Z, Fesenmaier DR (2017). Analytics in smart tourism design. Cham: Springer. [Link] [DOI:10.1007/978-3-319-44263-1]
19. Yazdanpanah Shahabadi MR, Sajadzadeh H, Rafieian M (2019). Developing a conceptual model for place branding: A review of theoretical literature. BAGH-E NAZAR. 16(71):19-34. [Persian] [Link]
20. Ziyari K, Hatami-Najad H, Torkan-Nia N (2020). Comparative assessment of urban smart growth indicators in 6 areas of 6th region, Tehran. Human Geography Research. 52(3):885-792. [Persian] [Link]
21. Zygiaris S (2013). Smart city reference model: Assisting planners to conceptualize the building of smart city innovation ecosystems. Journal of the Knowledge Economy. 4(2):217-231. [Link] [DOI:10.1007/s13132-012-0089-4]