مطالعات مدیریت گردشگری عصر هوشمند

مطالعات مدیریت گردشگری عصر هوشمند

تمایز میان هویت و تصویر برند مقصدهای گردشگری: (فراترکیب مقاله‌های نمایه‌شده در اسکوپوس)

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دکتری گردشگری، گروه مدیریت گردشگری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.
2 دانشیار، گروه صنایع‌دستی، دانشکده هنر و معماری، دانشگاه مازندران، بابلسر، ایران.
چکیده
برند مقصدهای گردشگری تاثیر بسیار زیادی در توسعه آنها دارد. طراحان اصلی برندهای گردشگری به هویت برند مقصدهای گردشگری توجه می‌کنند. اما هویت‌ برند تا چه اندازه با تصویر درک‌شده مقصد توسط گردشگران انطباق دارد. این پژوهش به دنبال یافتن تمایز بین دو مفهوم هویت برند و تصویر برند مقصدهای گردشگری است. پژوهش حاضر با استفاده از روش فراترکیب تعداد 3528 مقاله در بازه زمانی بین سال‌های 2000 تا 2025 از پایگاه داده scopus را مورد بررسی و غربالگری قرارداد. در نهایت 42 مقاله برای شناسایی عناصر تشکیل‌دهنده هویت برند و تصویر برند مقصدهای گردشگری مورد واکاوی قرار گرفتند. با استفاده از روش سندلوسکی و بارسو داده‌ها تجزیه ‌و‌ تحلیل شد و در نهایت 2 مضمون فراگیر، 13 مضمون سازمان‌دهنده و 100 مضمون پایه استخراج شد. بر اساس نتایج مهم‌ترین عناصر هویت برند، فرهنگ برند، شخصیت برند و فیزیک برند است. همچنین تصویر برند نیز در پنج مضمون سازماندهی شده که مهم‌ترین آنها ویژگی‌های عملکردی، ویژگی‌های عاطفی و ویژگی‌های شناختی است. در نهایت با بررسی یافته‌های پژوهش از این دو مفهوم 3 تمایز بین هویت برند و تصویر برند مقصد گردشگری شامل تمایز در دیدگاه تقاضامحور و عرضه‌محور، تمایز در ماهیت و تمایز در خالقین این برندها شناسایی شد.

.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Differentiating between the identity and brand image of tourism destinations: A meta-synthesis of articles indexed in Scopus

نویسندگان English

roghayeh ghanbari ghadikolaei 1
Mostafa Mohammadi 2
1 Phd in tourism, Department of Tourism Management, Faculty of Management and Accounting, University of Allameh Tabataba’i, Tehran, Iran.
2 Associate professor, Department of Handicrafts, Faculty of Art and Architecture, University of Mazandaran, Babolsar, Iran.
چکیده English

The branding of a tourist destination plays a pivotal role in shaping its development and competitive positioning. Scholars and practitioners in destination marketing increasingly emphasize the construction of a coherent and distinctive brand identity. The present study seeks to examine the relationship between destination brand identity and tourists’ perceived brand image. In doing so, it provides a clear conceptual differentiation between brand identity and brand image within the context of tourism destinations. To achieve the research objectives, a comprehensive review of 3,528 articles indexed in the Scopus database between 2000 and 2025 was conducted using a meta-synthesis approach. Following a rigorous screening process, 42 relevant articles were selected for in-depth analysis to identify the principal components of destination brand identity and brand image. Data were analyzed using the Sandelowski and Barroso meta-synthesis method, resulting in the extraction of two overarching themes, thirteen organizing themes, and one hundred basic themes. The findings indicate that the core dimensions of destination brand identity comprise brand culture, brand personality, and brand physique. In contrast, destination brand image is structured around five primary themes, among which functional, emotional, and cognitive attributes are the most prominent. Moreover, the study highlights three fundamental distinctions between brand identity and brand image in tourism destinations: (1) the contrast between supply-driven and demand-driven perspectives, (2) differences in their inherent nature, and (3) differences in the agents responsible for their formation and development.

کلیدواژه‌ها English

branding
tourism destinations
brand image
brand identify
Aaker, D. A. & Joachimsthaler, E. (2000) ‘Brand Leadership’, The Free Press, New York
Aksari, N. M. A., Hede, A.M., & Burgess, S. (2012). Exploring destination identity and destination image in the new age of tourism: A case study of brand BaLi. E-Journal of Tourism. 3(1),18-22.
doi: 10.24922/eot. v3i1.21242
Almeyda-Ibanez, M., & George, B. P. (2017). The evolution of destination branding: A review of branding Literature in tourism. Journal of Tourism, Heritage & Services Marketing (JTHSM), 3(1), 9-17.
Baloglu, S., Henthorne, T. L., & Sahin, S. (2014). Destination image and brand personaLity of Jamaica: A model of tourist behavior. Journal of Travel & Tourism Marketing, 31(8), 1057-1070.
BeerLi, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657-681.
Björk, P. (2012). Brand recovery: A Quick fix model for brand structure collapse. Journal of Travel & Tourism Marketing, 29(6), 520-531.
Briciu, V. A., Demeter, R., Nechita, F., Kavoura, A., & Briciu, A. (2019). A proposed onLine platform for ranking place brand’s identity characteristics of official tourism websites. In Strategic Innovative Marketing and Tourism: 7th ICSIMAT, Athenian Riviera, Greece, 2018 (pp. 755-762). Cham: Springer International PubLishing.
Cai, L. (2002), Cooperative branding for a rural destination, Annals of Tourism Research, Vol. 29, No. 3, 720-742.
Cheniki, K., & Baziz, A. (2020). Evaluating the abiLity of local municipaLities to promote strong brand image in Algerian cities. Geo Journal of Tourism and Geosites28(1), 21-34.
Chigora, F., & Ndlovu, J. (2018). From fantasy to reaLity: identifying the destination brand constructs that influence the brand performance in Zimbabwe. African Journal of HospitaLity, Tourism and Leisure7(5), 1-13.
Cleave, E., & Arku, G. (2015). Community branding and brand images in Ontario, Canada. Place Branding and PubLic Diplomacy11(1), 65-82.
Daye, M. (2010). Challenges and prospects of differentiating destination brands: The case of the Dutch Caribbean islands. Journal of Travel & Tourism Marketing27(1), 1-13.
De Rosa, A. S., Bocci, E., & Dryjanska, L. (2019). Social representations of the European capitals and destination e-branding via multi-channel web communication. Journal of destination marketing & management11, 150-165.
Dönmez, Y., & Türkmen, F. (2018). The Relation between the Landscape Design and brand image in PU Purchase References of Tourists: the case of SAFRANBOLU AND NEVŞEHIR, IN TURKEY. AppLied Ecology & Environmental Research16(1).
Dyankov, T., Krastev, V., & Yancheva, K. (2018). Evaluation of brand identity of Bulgaria as a tourist destination. Tourism: An International InterdiscipLinary Journal66(1), 19-34.
El Aouni, F., Cascón-Pereira, R., & Hernández-Lara, A. B. (2013). The role of emigrants in the construction of a destination brand: a new research Line. Tourism and hospitaLity management19(1.), 35-47.
Garanti, Z., Ilkhanizadeh, S., & Kissi, P. S. (2019). The Impact of Branding on Tourists’ Satisfaction and Loyalty in Iran. In Experiencing Persian Heritage. Emerald PubLishing Limited.
Gnoth, J. (2002). Leveraging export brands through a tourism destination brand. Journal of brand management9(4), 262-280.
Gómez Aguilar, A., Yagüe Guillén, M. J., & Villaseñor Roman, N. (2016). Destination brand personaLity: An appLication to Spanish tourism. International Journal of Tourism Research18(3), 210-219.
Gomez, M., Lopez, C., & MoLina, A. (2015). A model of tourism destination brand eQuity: The case of wine tourism destinations in Spain. Tourism management51, 210-222.
Govers, R. and Go, F. (2009), Place Branding: Glocal, Vvirtual and Physical Identities, Constructed, Imagined and Experienced, (1st ed.), Palgrave Macmillan, New York
Govers, R., Go, F. M., & Kumar, K. (2007). Promoting tourism destination image. Journal of travel research46(1), 15-23.
Hankinson, G. (2004), “Relational network brands: Towards a conceptual model of place brands”, Journal of Vacation Marketing, Vol. 10, No. 2, pp. 109-121.
Hankinson, G. (2004). The brand images of tourism destinations: a study of the saLiency of organic images. Journal of Product & Brand Management13(1), 6-14.
Hankinson, G. (2005). Destination brand images: a business tourism perspective. Journal of Services Marketing19(1), 24-32.
Hosany, S., Ekinci, Y., & Uysal, M. (2007). Destination image and destination personaLity. International Journal of Culture, Tourism and HospitaLity Research1(1), 62-81.
Hu, Y., Yang, L., & Xu, D. (2025). Differentiated brand building of traditional mountain scenic spots in Jiangxi Province: Insights from tourists’ perception images and sentiment characteristics. Plos one20(9), e0332121.
Kapferer, J. -N. (1998) ‘Strategic Brand Management’, Kogan Page, Londo
Kapferer, J.N. (2012). New strategic brand management: Advanced insights and strategic thinking.
Konecnik, M., & Go, F. (2008). Tourism destination brand identity: The case of Slovenia. Journal of brand management15(3), 177-189.
https://doi.org/10.1057/palgrave.bm.2550114
Li, Y., & Jiang, S. (2025). A study on the influencing factors of tourists’ travel intentions: a configurational analysis based on fsQCA. Journal of HospitaLity and Tourism Insights.
Mak, A. K. (2011). An identity-centered approach to place branding: Case of industry partners’ evaluation of Iowa's destination image. Journal of Brand Management18(6), 438-450.
Matiza, T., & Oni, O. A. (2014). Managing the tourist destination image: The case of Africa. Tourism: An International InterdiscipLinary Journal62(4), 397-406.
Michelson, A., & Paadam, K. (2016). Destination branding and reconstructing symboLic capital of urban heritage: A spatially informed observational analysis in medieval towns. Journal of destination marketing & management5(2), 141-153.
Mongeon, P., & Paul-Hus, A. (2016). The journal coverage of Web of Science and Scopus: a comparative analysis. Scientometrics106(1), 213-228.
Papadimitriou, D., Apostolopoulou, A., & Kaplanidou, K. (2016). Participant-based brand image perceptions of international sport events: The case of the Universiade. In Journal of convention & event tourism (Vol. 17, No. 1, pp. 1-20). Routledge.
Paunovic, I., Obermayer, N., & Kovari, E. (2022). OnLine branding strategies of family SME wineries: a Hungarian-German comparative study. Journal of Family Business Management.
Pereira, R. L., Correia, A. L., & ScHutz, R. L. (2012). Destination branding: A critical overview. Journal of QuaLity Assurance in HospitaLity & Tourism13(2), 81-102.
Prayag, G. (2010). Brand image assessment: international visitors' perceptions of Cape Town. Marketing intelLigence & planning.
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465-476. doi:
Ritchie, J. R. B., & Ritchie, J. R. R. (1998, September). The branding of tourism destinations. In Annual congress of the international association of scientific experts in tourism, Marrakech, Morocco (pp. 1-31).
Rodrigues, C., & Schmidt, H. J. (2021). How the Creative Class Co-creates a City’s Brand Identity: A QuaLitative Study. Journal of Creating Value7(1), 19-43.
Sandelowski, Margarete; & Barroso, JuLie. (2017). Handbook for synthesizing QuaLitative research. New York and London: Springer
Santos, E. R. M. D., & Campo, M. L. R. (2014). Destination branding: A reflective analysis of Brand Cape Verde. Place Branding and PubLic Diplomacy10(1), 87-102.
Seyyedamiri, S. (2010). Destination brand identity development and value system. Tourism Review.
Seyyedamiri, N., & Khosravani, A. (2020). Identification of the effective e-promotional tools on improving destination brand image. Journal of Global Information Management (JGIM)28(3), 169-183.
DOI: 10.4018/JGIM.2020070109
Sisouvong, V. (2018). Brand identity and brand image of tourism destinations in Lao PDR (Master's thesis).
Suna, B., & Alvarez, M. D. (2021). The role of gastronomy in shaping the destination’s brand identity: an empirical analysis based on stakeholders’ opinions. Journal of HospitaLity Marketing & Management30(6), 738-758.
Summers, J. A., Brotherson, M. J., Naig, L., Ethridge, B., Singer, G. H., Kruse, A., & Wang, W. (2008). A preliminary synthesis of qualitative research: Gaining emotional well-being from other parents. Paper presented at the Beach Center on Disability State of the Science Conference, Washington, DC. Retrieved from http://www.beachcenter.org/Wisdom/EmotionalWellBeing/WisdomRP2_Summary of QuanMetaAnalysis_April08.pdf
Stojanovic, I., Andreu, L., & Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European journal of management and business economics27(1), 83-100. Tasci, A. D., Gartner, W. C., & Tamer Cavusgil, S. (2007). ConceptuaLization and operationaLization of destination image. Journal of hospitaLity & tourism research31(2), 194-223.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of travel research45(4), 413-425.
Tsaur, S. H., Yen, C. H., & Yan, Y. T. (2016). Destination brand identity: Scale development and vaLidation. Asia Pacific Journal of Tourism Research21(12), 1310-1323.
Wheeler, F., Frost, W., & Weiler, B. (2011). Destination brand identity, values, and community: A case study from rural Victoria, AustraLia. Journal of Travel & Tourism Marketing28(1), 13-26.
Yen, C. H., Teng, H. Y., & Chang, S. T. (2020). Destination brand identity and emerging market tourists’ perceptions. Asia Pacific Journal of Tourism Research25(12), 1311-1328.
Zhao, Y., Cui, X., & Guo, Y. (2022). Residents’ Engagement Behavior in Destination Branding. SustainabiLity14(10), 5852.
ZouganeLi, S., Trihas, N., Antonaki, M., & Kladou, S. (2012). Aspects of sustainabiLity in the destination branding process: A bottom-up approach. Journal of HospitaLity Marketing & Management21(7), 739-757.