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

Mohammad Nematpour, Masood Khodadadi, Sarasadat Makian, Mohammad Ghaffari

Research output: Contribution to journalArticlepeer-review

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 CIB analysis.
Original languageEnglish
JournalFutures and Foresight Science
Publication statusAccepted/In press - 25 Aug 2022

Keywords

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

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