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دکتر احمد رضا مولایی

دکتر احمد رضا مولایی

 

Ahmad Reza Molaei was born in 1974. Almost done with his PhD studies in marketing management at the Isfahan University,  previously he was investment deputy on heritage, handicrafts and tourism administrator of Isfahan province and presently is the CEO of Ala Sepehr Entekhab, a director company based on tourism activities. He acts as a tourism consultant for Isfahan’s Chamber of Commerce and also for industries, mines and agriculture.  Investment, marketing and brand management in tourism are among his areas of expertise. In addition, he has published several articles and two books, Tourism Destination Branding and Principle of the Global, Travel and Tourism Competitiveness. 
 
Abstract:
 
Tourism Destination Branding Based on a Sense of Place
In a world of increasing homogeneity, driven by globalization and technology, a distinctive "sense of place” is becoming increasingly important for cities and countries to deliver competitive economic advantage. A sense of place exist in both outsiders ' perceptions and residents ' feelings about the place.it is important that prospective external customers and local residents both share a similar view of the place, based on the place's evident and credible strengths. Considering the importance of the sense of place in process of tourism destination branding, this workshop first introduce factors which contribute a sense of place. This will be followed on a discussion of the process of branding in 11 stage and key points in each. These include destination audit; segmentation analysis; SWOT analysis; stakeholder perception; consumer perception research and in-depth tour operator interviews; competitor analysis; stakeholder consolation to close gap between consumer and stakeholder perception; brand development; incorporation of brand in marketing communication; and monitoring brand performance and refining brand. 

توسط : Admin1  در تاریخ : 4-10-1394, 16:49   بازدیدها : 1880   
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