Identification of effective indexes of organizational imaging in the tourism industry of Iran using a qualitative approach

This article aims to identify the most important indicators of organizational image-making in the tourism industry in Iran. Thus, this research is aimed at the field of applied research and in terms of the nature of the data of a qualitative type. The statistical population of the study consists of 37 sources, including upstream documentation in the field of tourist tourism, as well as experts in the industry, which includes faculty members of the universities and those active in the tourism industry. In this research, 136 indicators from the upstream resources were extracted using textual content analysis. Indices in the form of closed questionnaires were provided to the experts in three periods. In each period, a number of indicators were screened using the score that the respondents considered for each index and Delphi qualitative analysis. Finally, 47 subcategories were introduced as effective indicators of organizational image processing in the tourism industry of Iran in seven main categories: economic, branding, brand quality, regional tourism potential, advertising activities, occupationally focused imagery and macro management.