Evaluating the role of place brand on tourism development; case study: palangan historical-tourist village

Objective: The purpose of branding is to create a relationship between what the city offers (identity) and the mental image that people have of the city. In particular, Jan Lang considers a positive mental image to be a prerequisite for the survival of cities in global competition and considers the strategy of place branding to be important in this respect. He also sees a direct link between branding and mental image. In fact, the concept of branding has been introduced as a set of measures with different tools to gain competitive advantages between cities, with the aim of attracting capital and tourists, strengthening local identity, introducing the city to its citizens and, ultimately, improving the image at home and abroad. Place branding is defined as a set of measures introduced with various tools to gain competitive advantages between places or cities with the aim of attracting capital and tourists, strengthening local identity, introducing cities and places to their citizens and ultimately improving their image at home and abroad. The purpose of this study is to evaluate the role of place brand in the development of tourism in the historic village of Palangan. Method: The present study is applied in terms of purpose and descriptive-analytical in nature. The purpose Data collection was done using documentary-library and field methods. In the documentary method, the indicators under study were extracted and these indicators were organized in the form of a questionnaire and finally, in the form of a survey, a 45-question questionnaire based on a five-option Likert scale was distributed to the sample population. Results: The statistical population of the study consists of tourists who made the village of Palangan their tourist destination in the summer and autumn of 1402. The sample size was estimated to be 384 using the Cochran formula. Conclusions: The results of the study showed that physical-environmental, socio-cultural, economic and management criteria ranked first to fourth in importance to tourists.