Investigating the Role of Ethics in Formation of Destination Brand

Today, the tourism industry is considered as one of the most important revenue-generating industries in the world. Destination brand image is one of the most basic tools of tourism industry managers and tourists determine the tourist destination based on their mental image of different places. Therefore, the present study decided to consider the role of ethics in the formation of the destination brand.

This research was applied and was among the descriptive-correlation studies. The statistical population included all domestic and foreign tourists who traveled to Lorestan province in the summer of 1998, of which 260 people were selected by random cluster sampling and collected data using a researcher-made questionnaire and using structural equations and the MICMAC method was analyzed.

5 categories including social, infrastructural, environmental, cultural and political factors were identified and categorized. Twelve important indicators were identified in this regard.

Based on the results of the research, it was determined that moral factors such as the level of well-being of the society, respect for others, religious beliefs, respect for other cultures, lack of ethnic-racial prejudices, protection of others, respect for the environment, credibility, stability and security, Individual and social freedoms, equality of rights, secure infrastructure play a role in shaping the image of the destination brand.