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

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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 CIB analysis.
Original languageEnglish
Article numbere143
Number of pages16
JournalFutures and Foresight Science
Early online date29 Sep 2022
DOIs
Publication statusE-pub ahead of print - 29 Sep 2022

Keywords

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

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