A Model of Tourism Destination Branding for Iran: Integrating the Concepts of Branding and Destination Image

In today's world branding is a modern concept that is used for goods, services, organizations and even countries. This study aimed to test a theoretical model of destination branding. This study reviews the literature on destination branding, destination image and reasons for revisiting and recommending. It was proposed that destination image (brand image) is a multi-dimensional construct, influenced by the cognitive, unique, and affective images that collectively affect tourist behaviors. For this purpose, an empirical test was conducted in Iran. It is proposed that the overall image of Iran (brand image) as a mediator between its brand associations (cognitive, affective, and unique image components) and tourists’ future behaviors (intentions to revisit and recommend). The target population of this study was incoming tourists, who visited at least four cities of Iran (Tehran, Esfahan, Yazd and Shiraz) during their trip to Iran in May and June 2015. To evaluate the relationship between structure variables partial least squares method is used and the data was processed with the statistical package visual pls. The results confirm a positive effect on visitor's overall image on tourists’ future behaviors (intentions to revisit and recommend). Overall image is influenced by three types of brand associations (cognitive, affective, and unique image). In addition, affective image had the first largest impact on the overall image formation.