"Designing a Smart Digital Ecosystem Model for Developing a Tourism Urban Brand in the Framework of Iranian Urban Ecology (Case Study: Kermanshah Province)"

Articles in Press

Document Type : Science - Research

Authors

1 Associate Professor, Department of Business Associate Professor Management, Payam Noor University, PO Box 19394-9797, Tehran, Iran

2 2- Ph.D. Graduate in Business Management, Payame Noor University, Tehran, Iran

3 Master’s Degree, Department of Business Management, Islamic Azad University, Tehran, Iran

Abstract

. 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.

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Main Subjects

Journal of Urban Ecology Researches

Articles in Press, Accepted Manuscript
Available Online from 06 October 2025

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History

  • Receive Date: 27 April 2025
  • Revise Date: 19 August 2025
  • Accept Date: 09 September 2025

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