A Comparative Study on Attracting Foreign Tourists and The Role of Destination Imagery case study Iran and Italy

Destination imagery plays a pivotal role in attracting foreign tourists and shaping their perceptions of potential travel destinations. This comparative study examines the strategies employed by Iran and Italy in cultivating and promoting their respective destination imagery to international audiences. Utilizing a mixed-methods approach, the research investigates the key elements and attributes that shape the destination imagery of these two countries, the influence of socio-political and cultural contexts, the effectiveness of various marketing and promotional channels, and the impact of factors such as safety concerns and cultural stereotypes. Through quantitative surveys and qualitative interviews with tourism stakeholders, the study aims to identify best practices and strategic recommendations for leveraging destination imagery effectively in attracting foreign tourists. By analyzing the contrasting cases of Iran, a country rich in cultural heritage but faced with negative perceptions, and Italy, a renowned tourism destination, this research contributes to the understanding of destination imagery formation, cross-cultural marketing, and the interplay between socio-political factors and tourism promotion. The findings have implications for tourism authorities, marketing agencies, and policymakers seeking to enhance their destinations' appeal and attract a diverse range of international visitors.

کلیدواژه ها:

Destination imagery ، foreign tourists ، tourism marketing ، cross-cultural consumer behavior ، Iran ، Italy ، socio-political factors