نوع مقاله : علمی-پژوهشی
نویسندگان
1 دانشیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، صندوق پستی 4697- 19394، تهران، ایران
2 فارغ التحصیل دکتری، مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
3 کارشناسی ارشد، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
. In the era of digital transformation, cities as dynamic and intelligent units require innovative approaches to urban brand development. Tourism, as one of the key components of urban identity, plays a fundamental role in the imaging and reinvention of city branding. This research utilizes urban ecology approaches and the potential of modern technologies to design a smart digital ecosystem model for urban tourism branding. The study employs a mixed-methods research design (qualitative-quantitative) in two phases: qualitative analysis using grounded theory and quantitative analysis through structural equation modeling. The statistical population in the qualitative phase consisted of academic and executive experts in tourism and urban management, while the quantitative phase involved managers and specialists active in urban tourism branding. The results led to the design of an integrated smart model that explains the technological, environmental, cultural, and structural dimensions of urban brand development in Kermanshah Province. The findings indicate that the digital ecosystem can serve as a transformative framework for enhancing urban tourism branding and recreating the city's mental image in the minds of domestic and international tourists.
کلیدواژهها [English]
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