Developing a Global Tourism Brand through Cultural Heritage and Strategic Branding in Shiraz

Shiraz offers a rare and compelling blend of cultural heritage, poetic legacy, historical significance, and natural beauty. Despite this richness, the city remains largely underrepresented on the global tourism map. This article addresses that gap by proposing a strategic framework to position Shiraz as a globally recognized tourism brand. In line with research indicating that 'branding actions take place in various areas, involving brand image management, brand experience, and a wide range of stakeholders', the study begins by exploring Shiraz’s authentic identity—shaped by iconic poets such as Hafez and Saadi, distinctive landscapes like the Eram Garden, and proximity to ancient heritage sites including Persepolis. It further identifies key challenges such as limited international visibility, underdeveloped infrastructure, and inconsistent tourism governance. Drawing from comparative models and supported by findings that 'urban branding has become an important issue in the tourism literature and one of the key factors influencing the tourism industry', the article proposes actionable strategies: crafting a coherent brand narrative, strengthening digital presence, and enhancing visitor services. The findings support the idea that 'only a few independent variables... have a noticeable impact on the dependent variable (sense of place)', underscoring the need for a targeted branding effort. The article concludes with practical recommendations to enable Shiraz to compete more effectively on the global stage and share its values of poetry, peace, and hospitality with the world.

کلیدواژه ها:

Shiraz ، urban branding ، tourism strategy ، global tourism ، cultural identity ، destination marketing ، city branding ، Iran tourism