An empirical study to find important factors on building national brand: An Iranian tourism case study

• Main Authors: Abolghasem Hakimipour, Hamed Bozorgkho
• Format: Article
• Language: English
• Published: Growing Science 2012-09-01
• Series: Management Science Letters
• Subjects: Brand; Tourism industry; National brand
• Online Access: http://www.growingscience.com/msl/Vol2/msl_2012_215.pdf

Building national brand plays an important role on today's economy to attract interested tourists in visiting various countries. There are different factors impacting national brand such as advertisement, natural attraction, etc. In this paper, we perform an empirical investigation to find the impact of ten most important factors on building brand. The study designs and distributes a questionnaire among 384 international tourists who visited Iran during the year of 2010 and it uses factor analysis to group important factors. The results extract four groups; the first factor includes three most important components including satellite advertisement programs, public awareness on economical power and public awareness on specialized symposium and conferences. The second factor includes three other important factors, which are public awareness on human right, advertisement programs through distribution brushers and internet advertisement. The third factor includes two variables, which are public awareness on education and access to educational services and introducing cultural heritage. Finally, the last factor includes introducing natural attraction and advertisement programs through distribution brushers.