Geography and Human Relationships

Geography and Human Relationships

Drivers of Virtual Rural Tourism Branding (Case Study: Kandovan Region, East Azerbaijan)

Document Type : Original Article

Authors
Mohammad Asadolahi
Fatemeh Kazemiyeh
Hossien Kohestani
Department of Extension and Rural Development, Faculty of Agriculture, University of Tabriz, Iran
10.22034/gahr.2025.498227.2353
Abstract
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.
Keywords
Virtual Branding
Rural Tourism
Digital Technologies
Kandovan
Virtual Tourism

Subjects

  1. 1. رئیسی، ل.، و رحمتی، م. (1403). برنامه‌ریزی راهبردی توسعه گردشگری پزشکی شهر اردبیل. جغرافیا و روابط انسانی، 6(4)، 227-239.

    1. World Tourism Organization (UNWTO). (2020). Tourism and Sustainable Development. Retrieved from https://www.unwto.org.
    2. Lane, B., & Kastenholz, E. (2015). Rural tourism: The evolution of practice and research approaches – towards a new generation concept? Journal of Sustainable Tourism, 23(8-9), 1133-1156.
    3. Sharpley, R., & Roberts, L. (2004). Rural Tourism and the Challenge of Tourism Diversification. Routledge.
    4. Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227.
    5. Kotler, P., Bowen, J. T., & Makens, J. C. (2010). Marketing for Hospitality and Tourism. Pearson.
    6. Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651.
    7. Huang, Y. C., Backman, S. J., Backman, K. F., & Moore, D. (2013). Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, 490-501.
    8. Shalbafian, A. A., & Yasouri, A. (2012). Exploring rural tourism development through e-tourism in Iran. Journal of Sustainable Development, 5(7), 110-120.
    9. Aaker, D. A. (1996). Building Strong Brands. Free Press.
    10. Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
    11. Gallarza, M. G., Saura, I. G., & Garcı́a, H. C. (2002). Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), 56-78.
    12. Hanna, S., & Rowley, J. (2011). Towards a strategic place brand-management model. Journal of Marketing Management, 27(5-6), 458-476.
    13. Kavaratzis, M., & Ashworth, G. J. (2010). Place branding: Where do we stand? Journal of Place Management and Development, 3(2), 150-165.
    14. Kastenholz, E. (2010). Cultural proximity as a determinant of destination image. Journal of Vacation Marketing, 16(4), 313-322.
    15. Kastenholz, E., Carneiro, M. J., & Marques, C. (2012). Marketing the rural tourism experience. Journal of Travel Research, 51(5), 537-552.
    16. Kotler, P., Bowen, J. T., & Makens, J. C. (2010). Marketing for Hospitality and Tourism. Pearson.
    17. Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30(6), 857-866.
    18. Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227.
    19. Sharpley, R., & Roberts, L. (2004). Rural Tourism and the Challenge of Tourism Diversification. Routledge.

    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.

Geography and Human Relationships
Volume 8, Issue 3 - Serial Number 31
Autumn 2025
Pages 307-329

  • Receive Date 06 January 2025
  • Revise Date 21 January 2025
  • Accept Date 25 February 2025