The effect of craft branding on the development of tourism with an emphasis on packaging: the case study of Shush Daniyal (A.S.)

Document Type : Research Paper

Authors

• Yones Gholami ¹
• Mohsen sedali ²
• Sayedeh Somayeh Hossieni ³

¹ University of Kashan

² Assistant Professor, Department of Geography and Urban Planning, University of Kashan, Iran.

³ Assistant professor, Faculty of Geographical Sciences and Planning, University of Isfahan, Iran.

10.30495/jupm.2024.33008.4468

Abstract

Considering that in the field of global trade, gaining more share of the consumer market is the main goal of companies and industrial owners, and the use of scientific principles and techniques of marketing is getting more attention. In such a situation, marketing and development of handicrafts as an integral part of the tourism economy can be an approach for economic development in the national territory as one of the sources of income and employment. In this research, the most important and effective variables such as awareness, quality, consistency and loyalty on brand quality and the feasibility of using handicrafts in packaging and its impact on returnability were discussed. The data of the research was collected through a questionnaire and the statistical population was tested with the help of AMOS and SPSS structural research software, which includes all domestic tourists who have visited the tourist attractions of Shush Daniyal (AS) during the research period. The reliability of the questionnaire was confirmed using Cronbach's alpha (0.791). The results of the research show that the indicators of quality, consistency and loyalty with an average higher than the theoretical average (µ=3) indicated the agreement and support of the respondents on the feasibility of using handicrafts in packaging. Also, according to the confidence interval obtained in these three indicators, which are positive (except for the awareness index) , they are at a favorable and meaningful level. However, in the awareness index with an average of 2.58, it is lower than the theoretical average (µ=3) despite being significant, indicating a lack of desirability. Also, based on the structural model and the second-order factor model, it has four hidden variables: awareness, quality, consistency and loyalty. The findings show that the consistency variable has the highest factor load of 97% and is more affected than other factors, followed by the loyalty variable with a factor load of 86% and the quality variable. with a factor load of 82% and finally the awareness variable with a factor load of 53% are effective respectively.

Keywords

• Urban green spaces
• sustainable development
• urban
• environmental tourism

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