Document Type : Article extracted From phd dissertation
Professor / Department of Human Geography / Faculty of Geography / University of Tehran / Tehran
Student / Department of Geography and Urban Planning, Faculty of Literature and Humanities, Shahid Chamran University of Ahvaz, Ahvaz
The global economy is witnessing an increase in the level of competition between companies and countries and consequently cities. Therefore, the future of countries and cities is directly dependent on the degree of their competitiveness in economic indicators, especially competitiveness. In this regard, in today's competitive world where cities are trying to outdo each other in various fields, urban tourism, branding and marketing for tourism purposes has also become an arena for cities to compete. The brand of a city in tourism is the winning edge of a city in economic and social competition and a strategic tool to increase the competitiveness, credibility, power and influence of cities. Therefore, in society today, creating and maintaining an urban brand and in this context, positive imagery and reputation promotion along with emotional attraction to travel to the desired city, is one of the basic points considered by city managers and is a topic in which success It can bring prosperity, prosperity and prosperity to the inhabitants while keeping the cities alive. Therefore, it is in this context that The variables of fame and emotional attraction of traveling to a place and proportional promotion of the position of these two variables are among the most important factors in effective branding and creating an attractive image of the destination for the purpose of tourism development and attracting tourists and consequently gaining capital. according to this, The present article examines the relationship between fame and emotional appeal of traveling to the metropolis of Ahvaz and also determines the position of this city in corresponding of these two variables in comparison with other metropolises of the country.
This research is in the field of behavioral geography. The research method is descriptive-analytical and applied in terms of purpose. In doing so, statistical analysis of Kendall Tao and Spearman correlation and location reputation matrix and SPSS and Excel software have been used. While the, to confirm the use of the two non-parametric tests mentioned above and to measure the significance of the variables in this framework, the Kalmogorov-Smirnov statistical test was used. The data collection tool was a researcher-made electronic questionnaire based on a five-point Likert scale, the validity of which was confirmed by professors and its reliability was confirmed by using Cronbach's alpha coefficient of 79%. The statistical population of the study consists of people who have never traveled to the metropolis of Ahvaz; In this regard, by combining cluster snowball sampling methods and supervised network, 627 questionnaires were received.
Finding and discussion
Based on the research findings, finally, this study identified the position of place reputation in relation to emotional attraction in four main groups; And provided solutions in accordance with the position obtained. According to the research findings, there is a positive relationship between the fame of Ahvaz metropolis and the emotional attraction of traveling to this city, and the current situation of this city is in a quarter of losers and is not appropriate. The order of extreme heat, dust, destruction and war, deprivation, sewage and bad smell, urban chaos and traffic, lack of infrastructure, lack of security, cultural problems and ethnicity and dirty city are the most important imagine that have caused this situation in the city. This situation and such imagins, which are deeply rooted in the facts, have been the result of policies and, in other words, the dominant view in the body of the metropolis of Ahvaz from management at all levels to the citizens of this city; Also, on a macro-scale national scale we must overcome the Dominance of the centralist view, the success of the central and peripheral landscape, the historical emphasis on the oil-based mono-product economy, and the mere exploitative view of oil-rich provinces, Lack of environmental priority and sustainable development, Lack of a grand brand strategy national, regional and so on.
In the context of the principles of behavioral geography related to branding, the destination image can be considered as a set of knowledge, feelings, ideas, expectations and feelings that people have about a place. The destination image is a multidimensional structure that has three basic cognitive, emotional, and motivational dimensions. The cognitive dimension includes a person's knowledge and beliefs about the physical characteristics of the destination. The emotional dimension involves evaluating the quality of one's emotions in relation to physical characteristics and the environment. The motivational dimension is considered corresponding to the behavior and originates from the cognitive and emotional dimensions. Based on the above analysis, by promoting the environment within the framework of a branding macro strategy, and alongside and thereby, increasing cognition; And at a higher level, believing people and putting pressure on it, can increase the positive reputation and then, increase the emotional appeal of traveling to this city and ultimately increase the motivation and attract more tourists and thus increase the competitive capacity. And attracted more capital in this metropolis compared to other metropolises in the country; The result will be the attraction of capital and the achievement of sustainable development, according to the majority of urban planning experts. Finally, based on the findings of research, discussion and conclusions, solutions were presented in three areas: scientific domain, metropolitan area and macro area of branding.
Keywords:Ahvaz, fame, emotional appeal, tourism, brand