طراحی مدل برند مکان مبتنی بر حس تعلق به برند (مطالعه موردی :جزیره کیش)

Abstract
Nowadays, place branding is a powerful tool which has the ability to create emotional attractions and brand image as well as an essential key to create differetiation among numerous tourism markets. This research aims to design a model of place branding for Kish Island due to compete among other tourism destinations in southwest Asia. This study has been done by a mixed method.The qualitative part of research has been done by grounded theory (Systematic GTM) approach by theoretical sampling. Qualitative data were analyzed by Maxqda software. Using extracted Variables for designing the questionnaire and gathering data from tourism by Simple Random Sample and quantitative data analyzed by Structural Equation Modeling by SMART-PLS. Finally, the model confirms by modelling indexes and used as an innovative pattern for branding Kish Island. Investigating research hypotheses reveals the process of branding formed by affecting casual condition, which is called strategic brand management. Place branding through place attachment strategies is strengened by contextual condition, which leads to outcomes like place attachment, place value, social-economic development.
Introduction
These days, the domestic tourism market has grown increasingly due to the heavy cost of foreign travel and Depreciation.Kish Island has been appealed to many domestic and foreign tourisms with its tourism attraction, spectacular spaces and no visa entry for all the travellers. Therefore, adding up to the extraordinary capacity of this island to transform into one of the best tourist destinations in Southwest Asia, it is necessary to invest and develop financial resources to create more recreational, welfare and tourism facilities.Wasting billions of dollars of capital (due to foreign travel) that can lead to development of Gross domestic product, reforming restructures, and investment in this tourism destination could be retained by creating target markets with a brand tourism destination through encouraging (welcoming) and attracting travelers and tourism in Kish Island.This research is aimed to create more differentiation and recognition of this place among other tourist destinations by presenting an appropriate place branding model to Kish Island. The main question of the research is what are the key factors affecting Kish Island is branding and its structural model? What are the effects of this branding? In this regard, first to identify and determine the components of the Kish Island brand.
Case study
The statistical population in the quantitive part of this study includes experts with brand, tourism and urban management who are selected by theoretical sampling. Simple random sampling method was used from people who travel at least twice to Kish in the quantitive research part.
Methodology
The present research is applied in terms of purpose and and mixed (qualitative and quantitative) in terms of method.The qualitative part of research has been done by grounded theory (Systematic GTM) approach of "Strauss" and "Corbin" (1998) through deep semi-structured interview with an expert in the field of tourism, marketing and brand, also consultants in urban management by theoretical sampling. According to the systematic approach (GTM), theorizing has been done in three main steps: open coding, axial coding and selective coding. All the steps of this part were analyzed by "MAXQDA" software. Then extracted conceptual model from qualitative part examined by Structural Equation Modeling. Using extracted Variables for designing the questionnaire and gathering data from tourism by Simple Random Sample and analyzed by Structural Equation Modeling.Data and information were collected through a questionnaire designed from tourists of Kish Island in March 2020 (who have traveled to Kish Island at least twice) with a simple random method of 266 questionnaires. The gathering data in the quantitative part is used to design a questionnaire that was confirmed by Content, convergent and discriminant. Reliability of the questionnaire was determined using Cronbach's alpha and construct reliability) Composite reliability& Average Variance Extracted (Structural equation modeling techniques have been used to answer the research hypotheses using SMART PLS.
Discussion and Results
The result shows process of branding took place under the influence of causal conditions called strategic management of the brand. The phenomenon (place branding) affects directly on brand attachment strategies which lead to outcomes such as place attachment, place value, cultural-economical development. More over, contextual conditions only effect on brand attachment strategies, while branding challenges just influence economic strategy and place-oriented marking strategy.Also, The result shows the dimension of place branding consisting of place brand identity, place brand personality, place brand image, place brand architecture, place brand association.Also, individual experiences of place, place brand love,tourism loyalty create brand attachment.
Regarding the relationship between the places branding and the variables of creating attachment (brand attchment strategy), it should be noted that the place branding effectively explains 44% of the changes in the brand attchment of Kish Island.
Conclusion
Having successful Kish place branding leads to benefits for the inhabitants and natives of the island as well as benefits for the country of origin.Attachment to the place as the sense of place feeling refers to the emotional connection between people and places which creates a process of interacting in a special point. Place attachment is a symbolic relationship created by people to a place that brings common emotional and cultural meanings to a particular place. The sense of attachment to Kish Island due to the relaxation and positive energy of Kish Island due to the liveliness of the island soil (being coral), tourists' satisfaction (or a sense of beyond satisfaction with the island) and the desire to continues interactions (as more travel, sightseeing and shopping) to prosper The more tourism on the island.The more famous and attractive a place is, the more it expands the tourism industry, and the island becomes the top tourist destination for travelers. Diversity of tourism such as scientific or educational tourism, health tourism, sports and medical tourism create employment opportunities, foreign tourist exchange, attracting investors (financial resources) for the development of the island are also important economic consequences that affect the branding of Kish Island. Regarding the innovation of this research, it should be noted that most of the research in the field of island branding has been theoretical and commercial. In addition, finding the new variable, research topic (branding with approach of brand attachment on Tourism Island) is another innovation which this study achieved.