Destination Brand Reinforcement Model

The main purpose of this study is to design the brand reinforcement model of FarsProvince as a tourism destination. It used deep interviews with 10 tourism industry activists following the grounded theory approach and analyzed the data in the MAXQDA software. In this respect, 222 initial concepts were determined within six main categories and 113 subcategories, and the final paradigm model of the study was designed. Then, in the quantitative phase of the study, 359 questionnaires, extracted from the paradigm model, were administered among the domain activists for model validation, and the results were tested by the structural equations modeling method and LISREL 8.8. software. The results, confirming the research hypotheses, show that the reinforcement of the tourism destination brand is influenced by causal condition,, contexual factors and intervening factors . However, it leads to sociocultural, political, economic, and environmental developments through designing and compiling an inclusive strategic tourism program.