Document Type : *
Authors
1 Department of Geography Education, Farhangian University, Tehran, Iran
2 Assistant Professor of Geography, Payame Noor University, Tehran, Iran
3 Assistant Professor, Department of Geography and Urban Planning, Payam Noor University, Tehran, Iran
4 Graduated with Master's Degree in Geography and Urban Planning, Payam Noor University, Tehran, Iran
Abstract
»، «ت.In today's modern urban world, branding has become of vital importance for urban tourism destinations, these urban destinations are trying to attract wider support in the fields of social, environmental, management, etc. do This important thing requires the identification of effective factors in determining the optimal management approach. The present research was carried out with the aim of determining the management approach of sustainable branding of coastal tourism destinations through the identification of effective factors in Bushehr port, and it was carried out with a descriptive-analytical and combined method in the statistical population of 60 managers and experts, and in it, the tested indicators of the sustainable brand were used. Is. The resource-based approach in the sustainable branding of Bushehr Port destination was defined as a set of assets and capabilities that are available and useful in order to identify and respond to existing threats and opportunities. The important findings of the research indicate the confirmation of the factors explaining the management approach of the tourism brand in Bushehr port based on awareness, comprehensibility, loyalty, advantage, identity, economic and strategic quality of the brand, and on the basis of "value", "rarity", "inimitability", "irreplaceability". "Resources" and "internal capabilities" were considered and can be identified and explained. According to the tendency of the local people and the government for the economic development of Bushehr province, especially Bushehr port, and the qualitative and quantitative research conducted in the destination community, it seems that Bushehr port has the necessary capacities for participatory, development-oriented and community-oriented management, and therefore, based on the results of this research The optimal management approach for this resource-based, collaborative and community-oriented area has been recognized.
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