The study of effective factors in introduction of Ardabil markets as a tourism brand

Year 2020, Volume: 2 Issue: 1, 65 - 70, 19.02.2020

Robab Naghizadeh

Abstract

Destination branding has become one of the most attractive topics in tourism marketing today. Considering the great benefits of branding for tourism and the high potential of the Ardabil market as one of the tourism destinations, this study tries to investigate the branding factors of the historical market in Ardabil. Therefore, in this research, we used SPSS software to study the effects of factors in the introduction of Ardabil markets as a tourism brand. This research used a questionnaire for data collection and analyzed the obtained data. The statistical society consists of the residents aged 15 and above in Ardabil. The validity and reliability of the survey were studied based on content validity and Cronbach᾿s Alpha value in SPSS program. According to the obtained results, the coefficient beta of tourism facilities is 0.351, the destination image is 0.225, brand identity is equal to 0.213, the destination image is 0.225 and differentiation is 0.180. These factors have the maximum or minimum impacts on the brand constructing of Ardabil markets.

Keywords

Branding locations, Destination image, Ardabil market

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