نوع مقاله : پژوهشی
1 دانشجوی دکتری ، گروه مدیریت بازرگانی ، واحد رودهن ، دانشگاه آزاد اسلامی ، رودهن ، ایران.
2 گروه مدیریت بازارگانی، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی، فیروزکوه، ایران
3 استادیارگروه مدیریت صنعتی ، واحد تهران مرکزی ، دانشگاه آزاد اسلامی ،تهران، ایران. ا
عنوان مقاله [English]
In today's competitive world, cities need for mentioning and Durability in competitive level, look at a city as a product makes it inevitable, Urban Branding is recognized as a new approach in the field of urban tourism. Urban brand is an important asset for introducing tourism destination, sustainable urban development and the distinction between cities.by creating a brand for the city, city position is defined as a place for stay, business and Tourism destination. The purpose is explanation the strategic pattern of urban branding in the tourism industry. The method of this research is an exploratory blend that is obtained conceptual model, through qualitative strategies and then through quantitative strategies fitted and analyzed. In the qualitative phase, the model framework was presented and validated by using the opinions of 22 experts and specialists and based on study resources then in the quantitative phase, with using a distributed questionnaire among 456 experts in the field of urban management, branding and tourism. Data analysis consists of three main operations: First, the description and preparation necessary data to test the hypotheses, then analyze the relationships between the variables, and finally compare the observed results with the results of the hypotheses are expected. Modern urban development strategies, urban modeling, domestic marketing, holding festivals and scientific events, developing tourism indicators, identifying and introducing urban attractions are effective in explaining urban branding strategies. Proportional urban branding provides a new level of quality in strategy, comprehensive relationships, creativity, diversity and flexibility.