Analysis of Factors Affecting City Branding in the Development of Smart Tourism: A Quantitative Study
Keywords:
Branding, City Branding, Tourism, Smart TourismAbstract
The present study was conducted with the aim of analyzing the factors affecting city branding in the development of smart tourism through a quantitative approach. The primary data collection instrument was a researcher-developed questionnaire. The items in this section were designed based on a five-point Likert scale to enable the measurement of attitude intensity and accurate evaluation of responses. The required sample size for the quantitative phase was estimated at 384 participants, assuming an unlimited statistical population and using a simple random sampling method; ultimately, analyzable responses were obtained. For data analysis, Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were employed. In addition, to examine the validity and reliability of the measurement instrument, procedures such as content validity assessment, the Content Validity Ratio (CVR) test, and statistical analyses using SPSS and SmartPLS software were applied. The research findings indicated that the components of smart tourism city branding—including city brand awareness, city brand advertising and marketing, smart tourism electronic services, social media, organizational factors, competitive advantage, tourist loyalty, and outcomes—have a positive and significant effect on smart tourism development (p < .01). The results further revealed that strategies exert the greatest influence on tourist loyalty (β = 0.668), competitive advantage (β = 0.553), and city brand awareness (β = 0.539). Moreover, contextual conditions, causal conditions, and intervening conditions were found to significantly affect different dimensions of city branding. Overall, the findings demonstrate that smart tourism city branding is a multidimensional and systematic phenomenon whose realization requires synergy among managerial strategies, institutional environments, and smart infrastructures. The results of this study can provide a scientific basis for policymakers and urban managers in designing effective smart tourism development strategies and strengthening urban branding.
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Copyright (c) 2024 Rasoul Bahram Khou (Author); Vahid Reza Mirabi; Mahdi Karimizand, Kambiz Shahroudi (Author)
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