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Volume 40, Issue 2 (2025)
GeoRes 2025, 40(2): 173-183 |
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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
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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
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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
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Background
Tourism is an economic and cultural industry, where branding and the use of smart technologies in cities can enhance tourists’ experiences and promote sustainable urban development. Tehran, with its historical and natural attractions as well as challenges such as traffic and pollution, serves as an appropriate case for examining the impact of tourism branding on visitors’ experiences.
Previous Studies
Domestic and international studies indicate that smart tourism and urban branding can enhance tourists’ experiences and promote sustainable development. Mousavi et al. [2017] demonstrate that smart tourism can improve urban infrastructure and increase tourist satisfaction. Molaei Gholichi et al. [2023] have confirmed the positive impact of smart technologies on attracting tourists to Tehran. Karimi et al. [2021] identify the needs and challenges of urban branding, while Ziyari et al. [2020] compare smart growth indicators in Tehran. At the international level, Xiang & Fesenmaier [2017] show that big data can enhance tourist experiences and destination attractiveness. Martina et al. [2019] examine the relationship between smart growth and green infrastructure, and Zygiaris [2013] proposes a smart city reference model that supports tourism branding. These studies collectively highlight the importance of technology, big data, and smart strategies in urban tourism.
Aim(s)
The present study was conducted with the aim of examining tourism branding and its impact on tourists’ experiences, as well as the factors involved in this process.
Research Type
This study was descriptive-analytical.
Research Society, Place and Time
This descriptive-analytical study was conducted in 2024 in Tehran, and its research population consisted of Iranian tourists visiting the city.
Sampling Method and Number
The sampling method in this study was simple random sampling to ensure representation of the entire population. The sample size was determined using Cochran’s formula for an infinite population, resulting in 384 Iranian tourists visiting Tehran being selected.
Used Devices & Materials
Data were collected using a researcher-developed questionnaire comprising 33 items measured on a five-point Likert scale, covering all aspects related to tourism branding and tourists’ experience. Prior to implementation, the questionnaire’s content validity was reviewed and revised by 12 tourism experts, and its reliability was confirmed using Cronbach’s alpha (all values >0.7). Data analysis was performed using SMART PLS 4 software and included one-sample t-tests, structural equation modeling, and assessment of the reliability and validity of the models.
Findings
The sample consisted of 175 men and 209 women, with the majority aged 31–40 years (145 participants) and holding a bachelor’s degree (160 participants). Most participants were married (245 individuals). The constructs’ validity and reliability were assessed using face validity, content validity, convergent validity (AVE), composite reliability (CR), and Cronbach’s alpha (α) (Table 1). The “Tourists’ Experience” construct had the highest content validity (92%), while the “Tourist Satisfaction” construct showed the highest AVE (0.70), CR (0.92), and α (0.79), indicating it was the strongest construct.
Table 1) Results of Face Validity, Content Validity, Convergent Validity, Composite Reliability, and Cronbach’s Alpha
Factor loadings of the items indicated all values exceeded 0.5, so no items needed to be removed (Table 2). Discriminant validity was confirmed, as the square root of AVE for each construct was higher than its correlations with other constructs (Table 3). Structural model fit was evaluated using R² and Q², showing that “Tourist Satisfaction” had the highest explanatory and predictive power (R² = 0.438, Q² = 0.490), whereas “Culture and History” had the lowest predictive power (Table 4). The overall model fit (GOF) was 0.374, indicating a strong model fit. The structural model with standardized coefficients is presented in Figure 1.
Table 2) Factor Loadings of Items
Table 3) Discriminant Validity Results
Table 4) R² and Q² Values
Figure 1) Structural Model of the Study with Standardized Coefficients
Main Comparisons to Similar Studies
The findings indicate that tourism branding in Tehran plays a crucial role in enhancing tourists’ experience and satisfaction, particularly the construct “tourist satisfaction,” which showed the highest R² and Q² values, highlighting its significance in explaining and predicting outcomes [Yazdanpanah Shahabadi et al., 2019]. These results align with previous studies emphasizing the positive effects of branding on tourist experience and return visits [Zygiaris, 2013; Karimi et al., 2021]. Moreover, the use of innovative technologies to improve services, reduce traffic, and provide accurate information mirrors findings from international research [Irianto et al., 2022; Xiang & Fesenmaier, 2017]. Tourism branding also strengthens the city’s cultural and historical identity and enhances interactions between tourists, service staff, and the cultural environment [Faizi et al., 2020; Chaghajordi & Karami, 2017]. This study further underscores the importance of infrastructure development and inter-sectoral collaboration in creating an integrated tourism ecosystem, consistent with similar studies highlighting the role of ICT and smart strategies in urban tourism [Martina et al., 2019; Mousavi et al., 2017].
Suggestions
Developing smart infrastructure for public transportation and tourism services can help reduce traffic and improve tourists’ access to various destinations. Additionally, tourism branding programs should be designed to promote local culture and history. Branding should enable tourists to become familiar with local customs, arts, and cultural practices, as well as participate in cultural events. This approach can strengthen tourists’ sense of attachment to the destination and enhance their overall satisfaction. In particular, organizing festivals and cultural events that showcase Tehran’s rich heritage can attract more visitors and enhance the city’s image as a cultural tourism destination.
Conclusion
Effective tourism branding can enhance the quality of tourists’ experiences and increase their satisfaction. In particular, the construct “tourist satisfaction” demonstrated a strong ability to explain variations and predict outcomes.
Acknowledgments: The authors sincerely thank all those who contributed to the completion of this study, particularly the professors, colleagues, and participants.
Ethical Permission: This study was conducted in accordance with research ethics principles, and all necessary approvals were obtained from the relevant ethics committees.
Conflict of Interest: The authors declare that they have no financial or non-financial conflicts of interest related to this study.
Authors’ Contributions: Behzadi Rad M (First author), Main Researcher/Introduction Writer/Discussion Writer/ Methodologist/Statistical Analyst (34%); Zanganeh Shahraki S (Second author), Main Researcher/Introduction Writer/Discussion Writer/ Methodologist/Statistical Analyst (33%); Hosseini A (Third author), Main Researcher/Introduction Writer/Discussion Writer/ Methodologist/Statistical Analyst (33%).
Funding: None reported by the authors.
Tourism is an economic and cultural industry, where branding and the use of smart technologies in cities can enhance tourists’ experiences and promote sustainable urban development. Tehran, with its historical and natural attractions as well as challenges such as traffic and pollution, serves as an appropriate case for examining the impact of tourism branding on visitors’ experiences.
Previous Studies
Domestic and international studies indicate that smart tourism and urban branding can enhance tourists’ experiences and promote sustainable development. Mousavi et al. [2017] demonstrate that smart tourism can improve urban infrastructure and increase tourist satisfaction. Molaei Gholichi et al. [2023] have confirmed the positive impact of smart technologies on attracting tourists to Tehran. Karimi et al. [2021] identify the needs and challenges of urban branding, while Ziyari et al. [2020] compare smart growth indicators in Tehran. At the international level, Xiang & Fesenmaier [2017] show that big data can enhance tourist experiences and destination attractiveness. Martina et al. [2019] examine the relationship between smart growth and green infrastructure, and Zygiaris [2013] proposes a smart city reference model that supports tourism branding. These studies collectively highlight the importance of technology, big data, and smart strategies in urban tourism.
Aim(s)
The present study was conducted with the aim of examining tourism branding and its impact on tourists’ experiences, as well as the factors involved in this process.
Research Type
This study was descriptive-analytical.
Research Society, Place and Time
This descriptive-analytical study was conducted in 2024 in Tehran, and its research population consisted of Iranian tourists visiting the city.
Sampling Method and Number
The sampling method in this study was simple random sampling to ensure representation of the entire population. The sample size was determined using Cochran’s formula for an infinite population, resulting in 384 Iranian tourists visiting Tehran being selected.
Used Devices & Materials
Data were collected using a researcher-developed questionnaire comprising 33 items measured on a five-point Likert scale, covering all aspects related to tourism branding and tourists’ experience. Prior to implementation, the questionnaire’s content validity was reviewed and revised by 12 tourism experts, and its reliability was confirmed using Cronbach’s alpha (all values >0.7). Data analysis was performed using SMART PLS 4 software and included one-sample t-tests, structural equation modeling, and assessment of the reliability and validity of the models.
Findings
The sample consisted of 175 men and 209 women, with the majority aged 31–40 years (145 participants) and holding a bachelor’s degree (160 participants). Most participants were married (245 individuals). The constructs’ validity and reliability were assessed using face validity, content validity, convergent validity (AVE), composite reliability (CR), and Cronbach’s alpha (α) (Table 1). The “Tourists’ Experience” construct had the highest content validity (92%), while the “Tourist Satisfaction” construct showed the highest AVE (0.70), CR (0.92), and α (0.79), indicating it was the strongest construct.
Table 1) Results of Face Validity, Content Validity, Convergent Validity, Composite Reliability, and Cronbach’s Alpha
Factor loadings of the items indicated all values exceeded 0.5, so no items needed to be removed (Table 2). Discriminant validity was confirmed, as the square root of AVE for each construct was higher than its correlations with other constructs (Table 3). Structural model fit was evaluated using R² and Q², showing that “Tourist Satisfaction” had the highest explanatory and predictive power (R² = 0.438, Q² = 0.490), whereas “Culture and History” had the lowest predictive power (Table 4). The overall model fit (GOF) was 0.374, indicating a strong model fit. The structural model with standardized coefficients is presented in Figure 1.
Table 2) Factor Loadings of Items
Table 3) Discriminant Validity Results
Table 4) R² and Q² Values
Figure 1) Structural Model of the Study with Standardized Coefficients
Main Comparisons to Similar Studies
The findings indicate that tourism branding in Tehran plays a crucial role in enhancing tourists’ experience and satisfaction, particularly the construct “tourist satisfaction,” which showed the highest R² and Q² values, highlighting its significance in explaining and predicting outcomes [Yazdanpanah Shahabadi et al., 2019]. These results align with previous studies emphasizing the positive effects of branding on tourist experience and return visits [Zygiaris, 2013; Karimi et al., 2021]. Moreover, the use of innovative technologies to improve services, reduce traffic, and provide accurate information mirrors findings from international research [Irianto et al., 2022; Xiang & Fesenmaier, 2017]. Tourism branding also strengthens the city’s cultural and historical identity and enhances interactions between tourists, service staff, and the cultural environment [Faizi et al., 2020; Chaghajordi & Karami, 2017]. This study further underscores the importance of infrastructure development and inter-sectoral collaboration in creating an integrated tourism ecosystem, consistent with similar studies highlighting the role of ICT and smart strategies in urban tourism [Martina et al., 2019; Mousavi et al., 2017].
Suggestions
Developing smart infrastructure for public transportation and tourism services can help reduce traffic and improve tourists’ access to various destinations. Additionally, tourism branding programs should be designed to promote local culture and history. Branding should enable tourists to become familiar with local customs, arts, and cultural practices, as well as participate in cultural events. This approach can strengthen tourists’ sense of attachment to the destination and enhance their overall satisfaction. In particular, organizing festivals and cultural events that showcase Tehran’s rich heritage can attract more visitors and enhance the city’s image as a cultural tourism destination.
Conclusion
Effective tourism branding can enhance the quality of tourists’ experiences and increase their satisfaction. In particular, the construct “tourist satisfaction” demonstrated a strong ability to explain variations and predict outcomes.
Acknowledgments: The authors sincerely thank all those who contributed to the completion of this study, particularly the professors, colleagues, and participants.
Ethical Permission: This study was conducted in accordance with research ethics principles, and all necessary approvals were obtained from the relevant ethics committees.
Conflict of Interest: The authors declare that they have no financial or non-financial conflicts of interest related to this study.
Authors’ Contributions: Behzadi Rad M (First author), Main Researcher/Introduction Writer/Discussion Writer/ Methodologist/Statistical Analyst (34%); Zanganeh Shahraki S (Second author), Main Researcher/Introduction Writer/Discussion Writer/ Methodologist/Statistical Analyst (33%); Hosseini A (Third author), Main Researcher/Introduction Writer/Discussion Writer/ Methodologist/Statistical Analyst (33%).
Funding: None reported by the authors.
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