Designing Destination Brand Reinforcement Model by Grounded Theory Approach (Case Study: Fars Province)

Reinforcing the brand of tourism destination means strengthening the cultural identity of space and place in the minds of potential tourists. So it is necessary to identify and understand the factors affecting it. In this research, it is attempt to present a model of destination brand reinforcement by using the qualitative and grounded theory approach. For this purpose, using theoretical sampling method and three-step open, selective and axial data coding, the data were analyzed and a paradigm model of the research was designed. Based on the analysis, the main themes of this study, "destination brand reinforcement" affected by causal conditions (potentials of Fars province and the need to enjoy the economic and cultural benefits of the tourism industry), the underlying factors (Political conditions, administrative structures, resources and facilities, social and cultural conditions) and intervening factors (economic, social, cultural, managerial, infrastructure conditions and stakeholder participation) and designing and developing a comprehensive strategic tourism plan can promote socio-cultural, political, economic and environmental development.