نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
This article explores the drivers of virtual rural tourism branding in the historic village of Kandovan. Considering Kandovan's unique rock-cut architecture and rich indigenous culture, the region holds significant potential to become an appealing virtual tourism destination. The primary aim of this study is to identify and analyze the factors influencing virtual branding for this area, emphasizing digital technologies, social networks, and community participation. The study examines the role of technologies such as Virtual Reality (VR) and Augmented Reality (AR), the development of digital infrastructures, and the creation of user-generated content (UGC) as key drivers. Furthermore, the impact of social networks on raising public awareness and utilizing intelligent advertising to attract virtual tourists is assessed. The findings indicate that virtual branding can have positive effects on Kandovan's economic and social development. By enhancing digital infrastructure and increasing local community engagement, this process can lead to sustainable rural tourism development. Finally, recommendations for future research and improving virtual branding strategies are provided.
کلیدواژهها English
1. رئیسی، ل.، و رحمتی، م. (1403). برنامهریزی راهبردی توسعه گردشگری پزشکی شهر اردبیل. جغرافیا و روابط انسانی، 6(4)، 227-239.
20. Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609-623. https://doi.org/10.1016/j.tourman.2008.01.005
21. Deloitte. (2017). Travel & Hospitality Industry Outlook 2017. https://www2.deloitte.com/global/en/pages/consumer-business/articles/travel-and-hospitality-outlook.html
22. Hemati, S., Ghasemi, V., & Ghaffari, M. (2020). The Role of Social Media in Creating Brand Equity for Tourist Destinations: A Case Study of Iran. International Journal of Tourism and Hospitality Management, 6(1), 34-48. https://doi.org/10.11648/j.ijthm.20200601.15
23. Huang, S., Cheng, M., & Chen, T. (2018). Understanding the adoption of mobile applications for tourism. Journal of Travel & Tourism Marketing, 35(6), 771-783. https://doi.org/10.1080/10548408.2018.1458871
24. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
25. Pine, B. J., & Gilmore, J. H. (2019). The Experience Economy: Competing for Customer Time, Attention, and Money (2nd ed.). Harvard Business Review Press.
26. UNWTO (United Nations World Tourism Organization). (2019). Digital Transformation in Tourism. https://www.unwto.org/digital-transformation-in-tourism
27. Amiri, M., Asgarian, M., & Rahimi, Z. (2021). The Impact of Digital Marketing on Tourism Development in Rural Areas: A Case Study of Rural Destinations in Iran. Journal of Tourism and Hospitality Management, 9(2), 89-104. https://doi.org/10.17265/2328-2169/2021.02.004
28. Faraji, A. (2020). A Study on the Cultural and Historical Heritage of Kandovan Village. Heritage Science, 8(1), 35. https://doi.org/10.1186/s43238-020-00026-6
29. Ghaffari, S. (2019). Analysis of Vernacular Architecture in Iran: The Case of Kandovan Village. Journal of Architecture and Urbanism, 43(1), 27-37. https://doi.org/10.3846/20297955.2019.1610192
30. Gholizadeh, R. (2020). Cultural Aspects of Rural Tourism in Iran: The Case of Kandovan Village. International Journal of Tourism Research, 22(5), 611-620. https://doi.org/10.1002/jtr.2344
31. Jalali, R. (2020). The Role of Social Media in the Promotion of Cultural Tourism: A Case Study of Kandovan Village. Journal of Tourism and Cultural Change, 18(3), 267-283. https://doi.org/10.1080/14766825.2019.1571547
32. Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Sage Publications.
33. Fowler, F. J. (2013). Survey Research Methods (5th ed.). Sage Publications.
34. Ghaffari, S. (2019). Analysis of Vernacular Architecture in Iran: The Case of Kandovan Village. Journal of Architecture and Urbanism, 43(1), 27-37. https://doi.org/10.3846/20297955.2019.1610192
35. Helms, M. M., & Nixon, J. (2010). Exploring SWOT Analysis – Where Are We Now?. Journal of Strategy and Management, 3(3), 215-251. https://doi.org/10.1108/17554251011068989
36. Neuendorf, K. A. (2017). The Content Analysis Guidebook. Sage Publications.
37. Yin, R. K. (2017). Case Study Research and Applications: Design and Methods (6th ed.). Sage Publications.