The Role of Branding and Investment in Tourism Development (A Case study in Khuzestan province of Iran)

urban branding is an effort to design, shape or change the mental images of audiences by focusing on the unique attractions and potentials of a city, enabling value creation for both tangible and intangible assets of cities. The present study was conducted to investigate the impact of branding and investment on the development of tourism in the urban economy. This research is applied in terms of purpose and is descriptive-survey and correlational in terms of data collection. The statistical population of this study consisted of ۸۰ experts from the tourism organizations of Khuzestan province in five cities of Khuzestan province, who were selected through census and purposive sampling. The results of the research show that service factors, socio-cultural factors, infrastructure facilities, domestic investment, and foreign investment, in addition to branding, are influential in the development of tourism in the selected cities.

کلیدواژه ها:

branding ، investment ، tourism ، development