An analysis of the role of the mental image of the destination brand in tourism development) Case study: Marivan city

Today, tourism plays a vital role in the growth and development of economic, social, cultural and environmental activities of the destination communities. Tourism has provided approximately US $ 1.5 trillion in tourism spending, reaching 1.5 billion in 2019. The main positive outcomes of tourism include economic benefits such as tax revenue, job creation, or diversification of the local economy (Godovykh & Ridderstaat, 2020). Due to recent technological, demographic, economic and social changes, tourism marketers are facing the challenge of increasingly limited financial resources and intensifying competition from various destinations around the world. Hence, it has become more difficult to differentiate destinations based on traditional hard factors (infrastructure, economy, accessibility, availability of financial incentives). Thus, the destination brand and creating an emotional connection with a place has become a vital tool to become key activities in the marketing of tourist destinations (Y. Liu et al., 2020). Tourism destination branding is a competitive tool that drives destinations to customer preferences and influences their motivation, even if they have not already encountered it (Saeed & Shafique, 2020). Brand value includes the four main dimensions of brand awareness, mental image, perceived quality and loyalty (Tran et al., 2019). Despite challenging and competitive environments in tourism destinations, increasing the popularity of the destination brand to attract more tourists and promote the brand image of the tourist destination and the intention of tourists to visit the destination has become an important task (L. Liu & Wang, 2018). The core of the destination brand is to create a mental image. Image reconstruction is a place based on place-based identity and understanding of local culture. Which ultimately leads to improving the quality of life of destination residents (Rehan, 2014). The brand image reflects destination-dependent perceptions (Pike, Bianchi, Kerr, & Patti, 2010).

The present research is in terms of purpose (applied) and in terms of nature (descriptive-analytical). Information will be collected based on documentary (library) and field studies. In the first step, in order to get acquainted with the background of the research subject, in addition to using foreign and domestic scientific sources such as scientific books, research articles, student dissertations (master's and doctoral degrees), from various documents, especially statistics published by the Statistics Center of Iran. Executive device information files and base maps are used. In the second step, considering the nature of the work in the research, the statistical population is all tourists and visitors, who have traveled from 1400 natural, historical and cultural tourism centers of Marivan city, a questionnaire has been completed. In order to determine the sample size, the number of tourists and visitors to the tourism sites of Marivan city was set as a criterion and the number of samples was determined as 384 with the help of Cochran's formula. These numbers were selected by stratified random sampling. This research was used to analyze the data and conceptual model of the research using SPSS26 software, SmartPLS3, and to generate a map using ArcGIS10.8 software.

The results obtained from testing the hypotheses show the path coefficients, adjustment coefficient, significance level and test results in relation to the research hypotheses. As stated to test the main hypothesis, it shows that the significance coefficient of this route (55.05) is more than 1.96 and therefore, the mental image of the destination brand confirms the development of tourism in Marivan city at a 95% confidence level. However, from the adjusted coefficient of explanation, it can be inferred that the variable "brand image of the destination" explains 72% of the variable "tourism development", according to Figure (3-4) according to the standard coefficient of dimensions. Tourism development has "economic dimension" with the highest standard coefficient (0.850). To investigate the second hypothesis, according to the significance coefficient of this route (46.195) is more than 1.96, therefore, the effect of cognitive imagery on tourism development at a 95% confidence level is confirmed. From the explanation coefficient of adjustment, it can be concluded that the variable "cognitive image" explains 73% of the changes in the variable "tourism development". For the third hypothesis, it shows that the significance coefficient (16.794) is higher than 1.96, which at the 95% confidence level confirmed that the inherent image of the brand has a significant effect on tourism development. 47% explains the changes in the "tourism development" variable. To test the fourth hypothesis based on the unique brand image on tourism development, considering that the significance coefficient of the route (26.830) is more than 1.96, it is confirmed at the 95% confidence level. In addition, the "unique brand image" 60 Explain the changes in "tourism development". The fifth hypothesis due to the coefficient of significance (9.278) is higher than 1.96 at the 95% confidence level, it is confirmed that the emotional image is effective on tourism development and was able to explain 32% of the changes in the variable "tourism development". Finally, the last hypothesis, like other hypotheses, its significance coefficient (47.920) is more than 1.96, which confirms the 95% confidence level. To explain.

The present study has analyzed the role of the mental image of the destination brand in the development of tourism in Marivan city. The results of examining the hypotheses show the impact of the destination brand's mental image on tourism development such as attracting tourists, selling national products and products, foreign direct investment, strengthening and facilitating public awareness and improving cultural change. The results showed that the brand's mental image of the destination will be effective in the development of tourism in Marivan city. The results of management modeling showed that the cognitive variable (awareness) with the highest standardized coefficient (0.855) and then the action image (loyalty) with the standardized coefficient (0.824) in explaining the tourism development variable as well as the economic development variable With a standardized coefficient (0.850), it had the most influential variable of the mental image of the brand of Marivan city.