Branding for heritages, the ancient tourism leads to improvement of the local economy (evidence from a study in Iran)
by Eqbal Yavari; Reza Shafei; Adel Fatemi
International Journal of Management Practice (IJMP), Vol. 16, No. 2, 2023

Abstract: The dimensions of this phenomenon discussed by in-depth semi-structured interviews with 18-member samples composed of experts in different fields: marketing, economic, tourism and cultural heritage. Six main categories, 61 sub-categories and 171 concepts categorised by applying grounded theory method were used in the study. The findings showed that the historical place-branding model is composed of the causal, core, contextual, interfering factors, strategies and consequence. In addition, the results of the experts' opinion survey revealed that having a brand specific to historical places could lead to increased income, job creation, produce of local tourism production, economic dynamics, and eco-tourism development in historic areas.

Online publication date: Wed, 01-Mar-2023

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