Developing a pattern of nation rebranding of Syria in the tourism industry using the grounded theory approach

The unpredictable and uncontrollable crises at different levels of business lead to the emergence of the concept of re-branding, which can help in rebuilding brands in any subject, place and time at any level of activity. Nation branding of places at the national level, which is known as countries, needs to be explained due to its side effects on the micro levels of political, economic, cultural, social activities, etc. As a country with a historical, cultural, political background and a strategic and attractive geographical location for tourists in West Asia due to its involvement in the civil war crisis, Syria is a case in point for the issue of re-branding at the national level. This study aimed to identify the components and explain them in the form of a nation re-branding pattern in the tourism industry. Using the Grounded theory with a classical approach, the statistical population, including public and private experts in the Syrian tourism industry, was selected and 13 people were selected by the non-probabilistic snowball sampling method. The use of in-depth non-structured interviews to achieve the desired concepts for data collection was on the agenda. The results showed that the most important components of the national brand regeneration model include seven concepts: "Improving the country's context, forming a nation branding headquarters, stakeholder management, assessing the impact of the crisis on the nation brand, formulating a restructuring plan, repositioning and evaluating the nation brand".