چكيده به لاتين
The tourism industry is one of the most important economic resources for the current societies. The dramatic growth of this industry around the world has led to continuous and dynamic competition and, in this regard, branding has become one of the most attractive and controversial topics in the field of tourism marketing. What causes the Destination brand to be formed is a significant benefit from tourism income. Creating a strong brand in the field of tourism will create a distinction, revenue and prosperity for the destination of tourism. Now, given the numerous attractions of our beloved Iran, and the barriers and limitations of its economic dependence on oil, tourism and its developmental income can be considered as one of the main economic resources. Therefore, the tourism industry can nowadays be an economically viable alternative to revenues from the sale of oil for the development of foreign exchange earnings and job creation in Iran.
Considering the importance of the above mentioned problem, marketing tourism and determining the suitable location for tourism branding in Firoozkooh city by combining the fuzzy Delphi method and the best-worst-fuzzy decision-making method were used by questionnaire and problem analysis in Lingo and Excel software. After field studies, data collection and analysis resulted in improvement of amenities and tourism in the study area and as well as the tourist zone of Tang-e-Washi can be selected as the tourism brand of Firoozkooh city. In this regard, policymakers and tourism officials in cities with potential for attracting tourists, tourism related enterprises, students and researchers in the field of tourism marketing and management can use the results and methods presented in the research to move towards the growth of the tourism industry.
Keywords: Tourism, Marketing, Destination Branding, Fuzzy Delphi, Best-Worst-Fuzzy Decision-Making Technique, Firoozkooh
