Analyzing Tourism Nation Branding and Tourism Brand Management of Iran in the Large-Scale and Basic Policies of Islamic Republic of Iran

In recent years, some countries and destinations have used brands to describe themselves; As "tourism nation branding" has become one of the main focuses of tourism marketing studies. On the other hand, tourism development depends more on tourism policy-making than the known underlying factors, which imply the determination of governments to develop this industry, and it reflects in high-scale documents and laws and as well as in monitoring their proper implementation. This study is designed to analyze the branding approach in macro policies of tourism. The research is descriptive-analytical and qualitative. After reviewing the research background, tourism nation branding policies were extracted from the content of the selected documents by thematic analysis. Then 229 primary codes were categorized into 63 basic themes, 21 organizing themes, and four global themes entitled (1)Nation tourism branding, (2)Components, (3)Effects, and (4)Factors affecting it. Finally, the thematic network was drawn and the results were interpreted.