چکیده:
Competition and the speed of change in the tourism industry have necessitated that organizations understand their audience to plan for attracting more tourists. This applied research, with a mixed-method approach, is an effort to use the Brand Concept Map method to gain insight into the domestic audience's perception of the Kish Free Zone tourism brand. For data collection, two hundred people in Tehran were selected using convenience sampling in two groups: those with experience visiting the Kish Free Zone and those without. After two stages of interviews using the Brand Concept Map method, their mental maps were drawn. Although the Kish Free Zone includes the islands of Kish, Hendurabi, and Farur (Large and Small), no associations related to the other islands appeared in the maps except for Kish. According to the results, individuals with visiting experience had a higher number of associations and more positive associations. More than half of the associations of individuals without visiting experience were similar to those with experience. A notable point was the presence of an advertising medium as a negative association in the maps of individuals without visiting experience.
خلاصه ماشینی:
Mapping the tourism brand association network of Kish Free Zone using the Brand Concept Map method Mohammad Saleh Turkestani 1, Kobra Bakhshizadeh Borj 2, Pedram Jahedi 3 Date received: 1395/12/24 - Date accepted: 1396/12/9 Abstract Competition and the speed of change in the tourism industry have caused organizations to need a better understanding of the audience for planning tourist attraction.
This applied research with a combined approach aims to use the Brand Concept Map method to create insight into the internal audience's perception of the Kish Free Zone tourism brand.
This research is an attempt to map the network of tourism brand associations of the Kish Free Zone from the perspective of domestic tourists.
Therefore, the research question is: "What are the components forming the network of tourism brand associations of the Kish Free Zone from the perspective of Iranian tourists?" Theoretical Foundations of Place Branding Place branding, which includes visual identity design, consists of name, logo 1 and slogan 2, focusing on company strategy, stakeholder motivation and behavior, internal and external communications, ethics and goals (Anholt 3, 2005).
Table 1: Background of Domestic Research {Refer to the attached table file} Zarafshan (1391) used the brand concept mapping method to draw the brand association network of Bank Mellat.
Associations related to the Bank Mellat brand were extracted from previous studies; therefore, in this research, only the second and third parts of the brand concept mapping method were used.
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