| Abstrakt: |
In today's world, cities must be recognized as creative places to attract tourists. In this regard, gastronomy plays a vital role as a key factor in the competitiveness of tourist destinations. Culinary tourism is a good opportunity to promote and strengthen specific tourist destinations. As a creative food city, Rasht can play an important role in attracting more tourists due to its quantitative and qualitative food diversity. In the meantime, environmental advertising can play a very important role in the development of food tourism in Rasht city and better recognition of the Rasht Creative Food City brand. In this regard, the main goal of this research is to provide an analysis of the impact of environmental advertising on Rasht Creative Food City brand. The research method is quantitative, and the sample examined is 400 tourists who have traveled to Rasht city at least once. Data analysis in SPSS and PLS software and using binomial and Friedman tests. The results indicate that according to the opinion of tourists, the "Brand Loyalty" index has the highest rank, and the "Brand Awareness" index has the lowest rank. On the other hand, the correlation coefficient of the indicators of environmental advertising with the indicators related to tourists has been reported as 0.714. This number shows a strong correlation coefficient between the environmental advertising indicators and tourist indicators. In other words, paying more attention to environmental advertising indicators will increase the number of tourists in Rasht. In fact, environmental advertising can play an essential role in improving "brand awareness" and "brand preference" in the minds of tourists and, finally, "brand loyalty.". [ABSTRACT FROM AUTHOR] |
