Future scenarios for improving Iran’s overall destination image and attractiveness: a supply-side perspective

Mohammad Nematpour*, Masood Khodadadi*, Sarasadat Makian, Mohammad Ghaffari

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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Abstract

Since overall image and attractiveness can play a key role in developing a destination's tourism market, the current study attempts to identify the main factors influencing Iran's overall image and attractiveness from a supply-side perspective. To reduce the uncertainties in Iran's future tourism market development, we first used factor analysis to identify factors that affect Iran's tourism market. Second, we used multiple linear regressions to examine the relationships between the identified factors and Iran's overall image and attractiveness as a destination. According to the findings, political, product, and service factors significantly affect Iran's overall image and attractiveness. Third, we provided scenarios for improving Iran's overall image and attractiveness based on cross-impact balanced analysis.

Original languageEnglish
Article numbere143
Number of pages16
JournalFutures and Foresight Science
Volume5
Issue number1
Early online date29 Sept 2022
DOIs
Publication statusPublished - 31 Mar 2023

Keywords

  • destination planning
  • destination image
  • destination attractiveness
  • scenario
  • tourism supply perspective

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