Investigating the Impact of Tourism Destination Branding on the Development of Urban Tourism: A case study of Zanjan City

Document Type : Research Article

Authors

Department of of Urban and Regional Planning, Faculty of Planning and Environmental Sciences, Tabriz University, Tabriz, Iran

10.22059/jut.2025.378007.1218

Abstract

A B S T R A C T
Due to the increasing competition of tourism destinations, destination brand development has become a strategic tool in the world. Therefore, the role of the brand in urban development and progress cannot be denied. Therefore, the purpose of this research is to rank the tourist destinations of Zanjan city based on their level of branding and the impact of this brand on the development of tourism in this city. The present study is applied in terms of purpose and descriptive-analytical, and library and field study methods and questionnaire tools were used to collect data. Ten important tourist destinations in Zanjan were analyzed in the form of 7 criteria: historical, cultural, symbolic, economic efficiency, facilities and services, accessibility, and attractiveness. SPSS software and the TOPSIS fuzzy model were used to analyze the data, and TOPSIS FUZZY SOLVER software was used to rank the tourist destinations. The results showed that the historical, accessibility, and attractiveness criteria with a value of 9 are the closest to the ideal solution, which indicates the more significant potential of these criteria for the branding of Zanjan. Cultural, symbolic, economic, and service criteria are also close to the ideal solution with a value of 7. The results also show that the degree of importance of Zanjan's tourist destinations is not far from each other from the perspective of Zanjan citizens so that the Zanjan Traditional Bazaar ranked first with a similarity of 0.5669, the Laundry Museum ranked second with a similarity of 0.5227, and the Salt Men Museum ranked third with a similarity of 0.5188 contributed to the branding of this city.
Extended Abstract
Introduction
Developing destination brands has become a vital strategic tool in today's competitive tourism industry. A successful tourism brand can have a great impact on attracting tourists and contribute to the overall development of a destination in various aspects such as culture, society, and economy. Hence, the role of the brand in urban development and progress cannot be denied. Zanjan, due to its proximity to the capital and its important historical and cultural attractions, can have a significant impact on the progress and development of tourism, which requires the creation of a brand. A successful tourism brand at the urban level of Zanjan can have a significant impact on attracting tourists and ultimately developing the cultural, social, and economic dimensions of the city. Hence, the purpose of this research is to rank the tourist destinations of Zanjan based on the degree of branding and the impact of this brand on the development of tourism in this city.
 
Methodology
The present study is applied in terms of purpose and descriptive-analytical, and library and field study methods and questionnaire tools were used to collect data. The statistical population of the present study is experts, professors, and activists in the field of tourism in Zanjan. The snowball sampling method was used to determine the sample size (40 samples) in the present study. The study district in the present study is Zanjan, and 40 questionnaires were distributed among experts in the field of urban tourism in this district. The research questions include 7 sections that measure and evaluate the impact of 10 important Zanjan tourism destinations on urban tourism development according to various criteria. The 10 selected important symbols of Zanjan city include Zanjan Grand Mosque, Seyyed Ibrahim Imamzadeh, Traditional Bazaar, Sabzeh Maidan Pedestrian Street, Zolfaghari Mansion, Laundry Museum, Natural History Museum, Mellat Park, Zanjan University, and Ishraq Commercial-Entertainment Complex. The impact of each symbol on urban tourism development was measured according to 7 criteria as historical, cultural, symbolic, facilities and services, attractiveness, economic efficiency, and accessibility. In this study, the reliability of the questionnaire data was measured using SPSS software with Cronbach's alpha. The Cronbach's alpha coefficient for the entire questionnaire is 0.974, which means that the questionnaire has high consistency. The questionnaire questions were presented in the form of a 7-point Likert scale (very low, low, below average, average, above average, high, and very high). Specialized questions related to tourism destination branding are 70 questions, and 10 selected tourism destinations were tested in the form of 7 criteria such as historical, cultural, symbolic, economic efficiency, facilities and services, accessibility, and attractiveness. SPSS software and the TOPSIS fuzzy model were used to analyze statistical data. This study analyzed the data in the TOPSIS FUZZY SOLVER software environment to rank tourism destinations.
 
Results and discussion
The findings showed that among all the criteria, the average of the historical criterion was 4.5, which has the highest average. The results also showed that the historical, accessibility, and attractiveness values of 9 are the closest to the ideal solution. In other words, respondents have given more points to the historical, accessibility, and attractiveness, which indicates the greater potential of these criteria for branding the city of Zanjan. In the next rankings, the cultural, symbolic, economic, and service criteria are the closest solutions to the ideal solution, with a value of 7. The traditional market of Zanjan, which is similar to the ideal solution with a value of 0.5669, has won the first rank in the tourism branding of Zanjan. The second and third ranks are related to the Laundry Museum and the Salt Men Museum, with a similarity of 0.5227 and 0.5188. The last rank is related to the Imamzadeh of Seyyed Ibrahim, which has the lowest similarity to the ideal solution, with a value of 0.3415. In other words, this tourist destination has the least impact on the tourism branding of Zanjan. The closer the similarity option value is to 1, the closer the solution is to the ideal answer and is the best option. So, the traditional market of Zanjan, with a value of 0.5669, is the closest option to number 1 among the other research options. As a result, it has a close similarity to the ideal solution. The results from TOPSIS FUZZY SOLVER software show that the traditional market of Zanjan has achieved the top rank in the branding of tourist destinations in Zanjan, with the closest distance to the number 1.
 
Conclusion
The results showed that the historical, accessibility, and attractiveness criteria with a value of 9 are the closest to the ideal solution, indicating the greater potential of these criteria for branding of Zanjan. The cultural, symbolic, economic, and service criteria are also close to the ideal solution with a value of 7. The results also show that the degree of importance of Zanjan's tourist destinations is not far from each other from the perspective of Zanjan citizens. Hence, the Zanjan Traditional Bazaar with the first rank and a similarity of 0.5669, the Laundry Museum with the second rank and a similarity of 0.5227, and the Salt Men Museum with the third rank and a similarity of 0.5188 contributed to the branding of this city.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.

Highlights

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  37. Azizi, S., Ghanbarzadeh miyandehi, R., & Fakharmanesh, S. (2021). Evaluation of the Effect of Brand Personality on the Costumerâs Attitudinal and Behavioral Loyalty: The Case of HYPERSTAR Brand. Journal of Management Research in Iran, 16(4), 105-124. https://dor.org/20.1001.1.2322200.1391.16.4.6.9 [In Persian]
  38. Jafari, V., Najjarzadeh, M., & Feizabadi, Z. K. (2017). Survey Factors Affecting Tourism Destination Brand Equity (Case Study: Savadkuh County). Journal of Tourism Planning and Development, 6(20), 75-93. https://doi.org/10.22080/jtpd.2017.1488 [In Persian]
  39. Mahmoudzadeh, H., Ketabollahi, K., & Azadi, M. (2019). The Importance of Defining the Framework for Identifying and Understanding Urban Brands with the National Tourism Approach (Case Study: Tabriz Metropolis). Journal of Tourism Planning and Development, 7(27), 84-101. https://doi.org/ 10.22080/jtpd.2019.2211 [In Persian]
  40. Parvazi, M. (2017). Analyzing the Special Value of Urban Tourism Brand (Case Study: Baneh Border City). Journal of Geography (Regional Planning), 6(25), 49-69. https://dor.org/20.1001.1.22286462.1395.7.1.4.0 [In Persian]
  41. Ranjbarian, B., & Ghanbari, H. (2005). The image derived from the tourism destination is a factor for gaining a competitive advantage in the tourism and tourism industry. Third International Conference on Management, 1-13. [In Persian]
  42. Shirmohammadi, Y., Darabi, G. & Hashemi baghi, Z. (2017). The Effect of Mental Conflicts on the Domestic Tourists’ Intention to Revisit in Comparison with International Tourists (case study: Tehran). Journal of Tourism Management Studies, 12(39), 95-121. [In Persian]
  43. Vossoughi, L., Abdoli, M., Khazaie, F. and Sarani, M. (2020). Analysis of Urban Branding Potential and Brand Elements of Tourism Destinations based on Identity-Based Approach. Journal of Urban Tourism, 7(3), 143-159. doi: 10.22059/jut.2020.301342.788 [In Persian]
  44. Zaniar, Z., Zebardast, I., & Rastakhiz, A. (2016). "Applicable examination of the role of brand in tourism destinations; Case study: Dubai city", 2nd International Congress of Geosciences and Urban Development, East Azerbaijan, Tabriz. [In Persian]

Keywords

References

  1. Ajilchi, M., Esmaeilpour, H. and Saeidnia, H. (2023). Clarifying the Impact of Place Branding on the Components of the Tourism Experience of Health Tourists Studied in Tehran. Journal of Urban Tourism, 10(3), 49-67. https://doi.org/10.22059/jut.2023.363958.1150 [In Persian]
  2. Aligholizadeh Firozjaei, N., Ghadami, M., & Ramezanzadeh lasboyee, M. (2010). Host Perceptions and Attitudes to Tourism Development in Rural Areas in Golijan County, Tonekabon. Journal of Human Geography Research, 42(1), 35-48. [In Persian]
  3. Ashworth, G. J. (2012). Do we Understand Urban Tourism?. Journal of Tourism & Hospitality, 1(4), 1-2. https://doi.org/10.4172/2167-0269.1000e117
  4. Azizi, S., Ghanbarzadeh miyandehi, R., & Fakharmanesh, S. (2021). Evaluation of the Effect of Brand Personality on the Costumerâs Attitudinal and Behavioral Loyalty: The Case of HYPERSTAR Brand. Journal of Management Research in Iran, 16(4), 105-124. https://dor.org/20.1001.1.2322200.1391.16.4.6.9 [In Persian]
  5. Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122. https://doi.org/10.1016/j.tourman.2006.07.007
  6. Gómez, M., Fernández, A. C., Molina, A., & Aranda, E. (2018). City branding in European capitals: An analysis from the visitor perspective. Journal of destination marketing & management, 7, 190-201. https://doi.org/10.1016/j.jdmm.2016.11.001
  7. Hunt, J. D. (1975). Image as a factor in tourism development. Journal of travel research, 13(3), 1-7. https://doi.org/10.1177/0047287575013003
  8. Jafari, V., Najjarzadeh, M., & Feizabadi, Z. K. (2017). Survey Factors Affecting Tourism Destination Brand Equity (Case Study: Savadkuh County). Journal of Tourism Planning and Development, 6(20), 75-93. https://doi.org/10.22080/jtpd.2017.1488 [In Persian]
  9. Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place branding, 1, 58-73. https://doi.org/10.1057/palgrave.pb.5990005
  10. Kim, H. K., & Lee, T. (2018). Brand Equity of a Tourist Destination. Sustainability, 10 (2), 431. https://doi.org/10.3390/su10020431
  11. Kim, Y. H., Li, H., & Nauright, J. (2020). A destination development by building a brand image and sport event tourism: a case of Sport City USA. In Global Markets and Global Impact of Sports (pp. 147-154). Routledge. https://doi.org/10.1080/17430437.2018.1450718
  12. Konecnik, M., & Go, F. (2013). Tourism destination brand identity: The case of Slovenia. Journal of brand management, 15, 177-189.‌ https://doi.org/10.1057/palgrave.bm.2550114
  13. Lin, C. H., Morais, D. B., Kerstetter, D. L., & Hou, J. S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of travel research, 46(2), 183-194. https://doi.org/10.1177/0047287507304049
  14. Mahmoudzadeh, H., Ketabollahi, K., & Azadi, M. (2019). The Importance of Defining the Framework for Identifying and Understanding Urban Brands with the National Tourism Approach (Case Study: Tabriz Metropolis). Journal of Tourism Planning and Development, 7(27), 84-101. https://doi.org/ 10.22080/jtpd.2019.2211 [In Persian]
  15. Morgan, N. (2002). Contextualising Destination Branding in Morgan, N., Pritchard, A. & Pride, R. (eds), (2002) Destination Branding: Creating the unique destination proposition.
  16. Parvazi, M. (2017). Analyzing the Special Value of Urban Tourism Brand (Case Study: Baneh Border City). Journal of Geography (Regional Planning), 6(25), 49-69. https://dor.org/20.1001.1.22286462.1395.7.1.4.0 [In Persian]
  17. Ranjbarian, B., & Ghanbari, H. (2005). The image derived from the tourism destination is a factor for gaining a competitive advantage in the tourism and tourism industry. Third International Conference on Management, 1-13. [In Persian]
  18. Ries, A., & Ries, L. (2002). The Fall of Advertising and the Rise of PR. (No Title).
  19. Riza, M., Doratli, N., & Fasli, M. (2012). City branding and identity. Procedia-Social and Behavioral Sciences, 35, 293-300. https://doi.org/10.1016/j.sbspro.2012.02.091
  20. Shirmohammadi, Y., Darabi, G. & Hashemi baghi, Z. (2017). The Effect of Mental Conflicts on the Domestic Tourists’ Intention to Revisit in Comparison with International Tourists (case study: Tehran). Journal of Tourism Management Studies, 12(39), 95-121. [In Persian]
  21. Tasci, A. D., & Kozak, M. (2006). Destination brands vs destination images: Do we know what we mean?. Journal of vacation marketing, 12(4), 299-317. https://doi.org/10.1177/1356766706067603
  22. Vossoughi, L., Abdoli, M., Khazaie, F. and Sarani, M. (2020). Analysis of Urban Branding Potential and Brand Elements of Tourism Destinations based on Identity-Based Approach. Journal of Urban Tourism, 7(3), 143-159. doi: 10.22059/jut.2020.301342.788 [In Persian]
  23. Zaniar, Z., Zebardast, I., & Rastakhiz, A. (2016). "Applicable examination of the role of brand in tourism destinations; Case study: Dubai city", 2nd International Congress of Geosciences and Urban Development, East Azerbaijan, Tabriz. [In Persian]
  24. Zenker, S. (2011). How to catch a city? The concept and measurement of place brands. Journal of Place Management and Development, 4(1), 40-52. https://doi.org/10.1108/17538331111117151
  25. Ajilchi, M., Esmaeilpour, H. and Saeidnia, H. (2023). Clarifying the Impact of Place Branding on the Components of the Tourism Experience of Health Tourists Studied in Tehran. Journal of Urban Tourism, 10(3), 49-67. https://doi.org/10.22059/jut.2023.363958.1150 [In Persian]
  26. Aligholizadeh Firozjaei, N., Ghadami, M., & Ramezanzadeh lasboyee, M. (2010). Host Perceptions and Attitudes to Tourism Development in Rural Areas in Golijan County, Tonekabon. Journal of Human Geography Research, 42(1), 35-48. [In Persian]
  27. Azizi, S., Ghanbarzadeh miyandehi, R., & Fakharmanesh, S. (2021). Evaluation of the Effect of Brand Personality on the Costumerâs Attitudinal and Behavioral Loyalty: The Case of HYPERSTAR Brand. Journal of Management Research in Iran, 16(4), 105-124. https://dor.org/20.1001.1.2322200.1391.16.4.6.9 [In Persian]
  28. Jafari, V., Najjarzadeh, M., & Feizabadi, Z. K. (2017). Survey Factors Affecting Tourism Destination Brand Equity (Case Study: Savadkuh County). Journal of Tourism Planning and Development, 6(20), 75-93. https://doi.org/10.22080/jtpd.2017.1488 [In Persian]
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urban tourism
Volume 12, Issue 4
December 2025
Pages 41-55

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