Identification of the effective e-promotional tools on improving destination brand image

Abstract

The aim of this research is to evaluate the effect of promotional tools on creating a positive destination brand image and attracting international tourists to Iran. Mixed methods were employed based on semi-structured interviews that conducted with tourism experts. The sample size determined for an infinite population and the interviewees were chosen using the snowball method. The data was analyzed by ATLAS.ti software. Reliability and validity are determined through experts and Cronbach’s alpha. The sampling design for the quantitative method is accidental and by using the Cochran formula the sample of an infinite population is obtained. The sample size is 384 tourists. The collected data by questionnaires are analyzed via SPSS software. Quantitative findings indicated the most important promotional tools. Also, the quantitative analysis showed that the internet with an average value of 3/3984 ranked first. Finally, the results indicated that the more focus on using promotional tools on a tourism destination to attract more tourists.