Branding for heritages, the ancient tourism leads to improvement of the local economy (evidence from a study in Iran)

Eqbal Yavari, Reza Shafei and Adel Fatemi

International Journal of Management Practice, 2023, vol. 16, issue 2, 162-185

Abstract: The dimensions of this phenomenon discussed by in-depth semi-structured interviews with 18-member samples composed of experts in different fields: marketing, economic, tourism and cultural heritage. Six main categories, 61 sub-categories and 171 concepts categorised by applying grounded theory method were used in the study. The findings showed that the historical place-branding model is composed of the causal, core, contextual, interfering factors, strategies and consequence. In addition, the results of the experts' opinion survey revealed that having a brand specific to historical places could lead to increased income, job creation, produce of local tourism production, economic dynamics, and eco-tourism development in historic areas.

Keywords: place branding; heritage; historic place branding; ancient tourism; local economic. (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijmpra:v:16:y:2023:i:2:p:162-185

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