One of the competitiveness components of the provinces in attracting tourists is the urban tourism branding. One of the most effective factors in this field is advertising and informing through mass media which is the key objective and the main point of departure in this study. This is an applied research describing the correlation between the variables using survey to collect data. The sample included 371 participants selected through stratified random sampling. Having collected the data, we analyzed them using SPSS software and the variables were examined by AHP and ANP models. The results of pair comparison of the factors revealed that with a coefficient of 0.3352 media advertising had priority over other factors involved in urban tourism development based on urban branding. Interpretation of the results of the standardized regression coefficients, namely beta, indicated that the representation of tourism places in the form of tangible facts with a beta of 0.289 had the greatest impact on the variable of tourism development and the establishment of urban branding. Therefore, the representation variable increased the development rate of tourism by a standard deviation of 0.289, and vice versa.
کلید واژگان :Urban Tourism, Branding, Mass Media, Ardabil Province, AHP and ANP Models
ارزش ریالی : 600000 ریال
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