The paradigmatic pattern of brand value creation for tourism destinations in Iran

Given the position of the tourism industry in the world, the competition in attracting tourists among different destinations around the world has taken a close look. Today, everyone has realized that the industry operates like a fuel tank that is endless, and its revenue takes on an exponential form over time. Given that Iran is a country that has high tourism potentials, it is necessary to use this unlimited source as a value for sustainable growth and development due to brand value creation for a tourist destination makes one destination higher than the other in a competitive position and ultimately selected by tourists. In this study, at the first, the existing literature was examined, then with the interview technique, 18 experts were interviewed and data related to creating brand value of the destination was extracted. After that, using the Grand Theory method, the concepts were extracted and then categorized, which was finally designed as a Paradigmatic model. As a result, factors such as economic growth, sustainable destination development, attracting capital, recognition of global civilization mentioned as “the causal categories of destination brand value”, and categories such as destination identity design, advertising, planning and financing as “strategies” and categories such as ethnic diversity, weak laws, and Lack of modeling as “interfering in the implementation of strategies”. In the following, contextual factors for the implementation of strategies included the succession of managers, integrated management, public-private partnership. During this research, the consequences of creating the value of the destination brand include political, economic, social and cultural growth, tourism prosperity, sustainable development and other factors mentioned.