Meta-analysis of Tourism Place Brand Using an ISM Approach

The present research aims to clarify the concept of tourism place branding by examining its evolution in previous studies and identifying its effective dimensions and components. The general objective of this study is to provide a theoretical background for tourism place branding in the form of a conceptual model by analyzing the theoretical literature in this field.

Design/methodology/approach: 

This research employs a meta-analysis method and a structural-interpretive approach. Despite the extensive theoretical literature, there is no consensus on the effective components of tourism place branding. Therefore, this research has chosen the period of 1999-2021 to examine the evolution of this issue.

During this period, a rapid movement of the concept of tourism branding has taken place from a one-dimensional, visually, and tangibly-based approach towards a multidimensional, interdisciplinary, interactive, and participatory concept. In this process, the nature of place branding has changed from a marketing tool to an approach for dealing with various dimensions of place management. In the second part of the research, 21 effective components of tourism branding were identified using an expert-oriented questionnaire, and eight important components were categorized according to experts' opinions.

The identified factors include: 1- The position of the city in the international arena, 2- People's perceptions about the body and location of the city, 3- Perceived economic and social opportunities, 4- Tourist attractions and facilities, 5- Brand infrastructure and foundation, 6- Government intervention and support, 7- Tourism brand introduction and advertising, and 8- Creation of attractive and diverse situations and events for tourists.

Originality/value: 

This research fills the gap in previous studies and by presenting a picture of tourism branding, it highlights the necessity of creating a powerful tourism brand as a competitive advantage in today's world. Therefore, branding can be identified as a sustainable competitive advantage and transformed into a desirable competitive identity.