Identification of the Effective E-Promotional Tools on Improving Destination Brand Image

Identification of the Effective E-Promotional Tools on Improving Destination Brand Image

Nader Seyyedamiri (Communication, Media and Information Technologies (CMI), Department of Electronic Systems, Aalborg University, Copenhagen, Denmark) and Ala Khosravani (Master of Tourism, Copenhagen, Denmark)
Copyright: © 2020 |Pages: 15
DOI: 10.4018/JGIM.2020070109

Abstract

The aim of this research is to evaluate the effect of promotional tools on creating a positive destination brand image and attracting international tourists to Iran. Mixed methods were employed based on semi-structured interviews that conducted with tourism experts. The sample size determined for an infinite population and the interviewees were chosen using the snowball method. The data was analyzed by ATLAS.ti software. Reliability and validity are determined through experts and Cronbach's alpha. The sampling design for the quantitative method is accidental and by using the Cochran formula the sample of an infinite population is obtained. The sample size is 384 tourists. The collected data by questionnaires are analyzed via SPSS software. Quantitative findings indicated the most important promotional tools. Also, the quantitative analysis showed that the internet with an average value of 3/3984 ranked first. Finally, the results indicated that the more focus on using promotional tools on a tourism destination to attract more tourists.
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Introduction

The tourism industry has a special significance in the world’s economy and has become one of the important sources of the country’s foreign exchange earnings. Through tourism industry development, also competition is expanding (Nasrallahi et al., 2013).

In addition, according to investigations, the turnover of the tourism industry in the world is beyond the turnover of other industries and it would be about two thousand billion dollars. In the process, the achievement of tourism destinations to only a percentage of the turnover leads to a yearly income of 20 million dollars (Hamidizadeh et al., 2016).

According to statistics provided by the World Tourism Organization, the ratio of input to output tourists is equal to 0.1. The direct impact of the tourism industry, by taking 6% of world GDP, indicates that one of the 15 future jobs will be allocated to the tourism industry. Also taking into account indirect effects, about 10 percent of the world GDP and one of the nine future jobs will be created by the tourism industry (UNWTO, 2016).

In the twenty-first century, technological advances caused by the increase of leisure time and people spend more time on traveling. Actually, the second half of the twentieth century should be called the era of the tourism industry. In order to succeed in the tourism industry must have a suitable condition in infrastructures and attractions and also plan to attract tourists and introduce the tourist attractions of the country to international markets (Nasrallahi et al., 2013). Today, the global Internet has become a part of daily life for most people and globalization of markets is one of the major challenges that faced marketers are facing. As a result of the increased number of travel and trade in most of the countries, as well as increasing Internet connections around the world, globalization accrued (Kotler & Armstrong, 2008).

In fact, globalization means knowing different cultures, and local culture is part of this diversity. Studying the impact of International marketing strategies’ performance is not new, but the Previous research literature does not specify the methods and amount of effects of using e-marketing and promotional tools in tourism markets of Iran and in attracting international tourists to the country through the creation of the positive image of the destination.

According to Weber & kosuta-Telisman (1991), tourism has the potential of making economic and social contributions in order to leads to countries’ tourism industry growth and the success of tourism industry in different countries becomes a significant factor in economic development strategy.

Therefore tourism marketing and using suitable promotional tool is the essential matter in gaining this goal and developing the destination. These days, promoting tourism destination encounters different kinds of challenges to achieve and retain competitive advantages.

Levitt (1986), founds that destination’s image marketing is the beginning of prosperousmarketing; In view of the fact that tourists’ images and expectations of the destination closely related to the information sources and their thought about destinations.

Hence, according to these findings, possibilities for evaluating the destination image through marketing arise.

One of the favorable scopes in the tourism literature is destination image (Gallarza, Saura, & Calderón García, 2002).

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