The effect of national brand in attracting tourists in tourism industry

After the Islamic Revolution, Iran got the 48th place in the list of attracting theforeign tourists, in 2013 by having 4 million and 700 thousands foreign tourist(UNWTO, 2013). Having no brand in tourism has been always an apprehension of authorities and activists of this industry, so with no excitement and by having a systematic and scientific approach, the present study assessed the role of factorssuch as top quality, better service and more attraction in management of tourismbrand, through surveying the main three elements of management of tourism brand which are “brand identity, brand mentality and brand positioning; the goal of thisstudy was compilation of tourism marketing strategies. To realize this, theresearcher used “foreign tourists which visit ancient and popular sites” as thestatistical population and “convenience sampling” as the method of research.Friedman tests, factor analysis and regression were used for studying thedifferences, ranking the factors and surveying the amount of each factor’s effect on Iran’s tourism industry. The result of this research showed that the factor oftourists’ perception, cognition and attitude toward the destination was the mostimportant factor on attracting tourists through national tourism brand.