The Impact of Brand of Tourism Festivals on the Sense of Tourism Destination Place

Document Type : case study

Authors

• Yazdan Shirmohammadi ¹
• Hassan Hekmatnia ²
• Esmaeil NasiriHendehkhaleh ²
• Afsaneh Kashani ³

¹ Associate Professor in Business Management, Payame Noor University, Tehran, Iran

² Associate Professor in Geography and Urban Planning, Payame Noor University, Tehran, Iran

³ MA in Tourism Management, PayamNour University, Tehran, Iran

https://doi.org/10.22067/jgrd.2022.75016.1111

Abstract

Nowadays, holding diverse festivals and events is a significant way of attracting tourists. Events are among the most exciting and fast-growing industries, dealing with leisure, trade, and tourism. Focusing on the variable knowing the brand of tourism festivals, perceived quality, and the image of the brand of JashnvarehGolabgiriKashan (Rosewater-making Festival of Kashan), the study endeavored to explore the impact of the reputation of a brand on the sense of destination place. Kashan has many potentials for attracting tourists as it is close to the major populated cities of Iran. The statistical population of the applied survey was all domestic and foreign tourists visiting the Rosewater-making Festival of Kashan. The participant were selected using purposive sampling. The results of testing the hypotheses showed that the components of the reputation of a brand have positive significant relationship with the perceived quality and the image of the brand of Kashan city.The results showed as well that knowing about the brand of roe-water making festival of Kashan impact significantly and positively the awareness of the event, and that in turn, shows that knowing about a festival may approve the relationship and communication with tourists. If a brand is introduced appropriately, it can make the festival successful and make participants more satisfied. The study showed that the variable “trustability of Rose-water making Festival of Kashan” impacts significantly and positively the awareness of the festival. 
 

Keywords

• Festival
• Tourism
• Brand
• Event
• City

20.1001.1.20081391.1401.20.1.9.3

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