Validation of historical places brand visualization model (case study: ancient places of Kermanshah province)

The purpose of this research is to validate the brand image model of historical places in the ancient places of the western region of the country. The current research is descriptive-analytical. The statistical population of this research is the tourists visiting the city of Kermanshah, whose statistical sample is 150 people based on Morgan's table. The data collection tool was a researcher-made questionnaire. For the validity of the questionnaire, content validity was used and it was finalized with the number of 56 questions. Cronbach's alpha test was used to measure the reliability of the questionnaire. The results of Cronbach's alpha test, 971/. It was determined that it shows excellent reliability. The method of distribution of the questionnaire was direct reference to historical places and random distribution among tourists. According to the in-person referral, 147 completed questionnaires were returned. To analyze the results of the questionnaires, the structural equation model was used in Lisrel software. The results show that causal conditions are central to categories and phenomena; Background conditions, intervening conditions along with the central category affect the strategies and finally the strategies affect the results.