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Volume 40, Issue 2 (2025)
GeoRes 2025, 40(2): 1001-1012 |
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Research code: ART-۱۷۰۱
History
Received: 2025/04/18 | Accepted: 2025/09/2 | Published: 2025/06/20
Received: 2025/04/18 | Accepted: 2025/09/2 | Published: 2025/06/20
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behzadirad M, zanganeh shahraki S, hoseini A. The Impact of Tourism Branding on the Components of Tourist Experience in Tehran. GeoRes 2025; 40 (2) :1001-1012
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Abstract (115 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.
Method: 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 1403. Additionally, for data analysis and research results, structural equation modeling was performed using PLS SMART software.
Findings: The results indicate that 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 results of this research can serve as a foundation for developing effective strategies in the realm of smart tourism and branding in Tehran and other similar cities. Considering the existing challenges and opportunities, tourism managers and policymakers should focus on improving infrastructure and services to provide a positive and lasting experience for tourists. These actions can also lead to attracting more tourists and enhancing the quality of life for local residents, ultimately contributing to the sustainable development of tourism in Tehran.
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.
Method: 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 1403. Additionally, for data analysis and research results, structural equation modeling was performed using PLS SMART software.
Findings: The results indicate that 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 results of this research can serve as a foundation for developing effective strategies in the realm of smart tourism and branding in Tehran and other similar cities. Considering the existing challenges and opportunities, tourism managers and policymakers should focus on improving infrastructure and services to provide a positive and lasting experience for tourists. These actions can also lead to attracting more tourists and enhancing the quality of life for local residents, ultimately contributing to the sustainable development of tourism in Tehran.