Measuring the Levels of Tourists’ Visual Recognition of Urban Landscape in Order to Explain the Brand of Tourist Destination

Abstract

Tourists consider the destination as a perceptual concept that can be interpreted mentally and through experience. A strong and lasting image in the tourist's mind of the tourist destination can define and strengthen the competitive identity and tourism brand of the city. Urban landscape is one of the most important factors that can influence the brand of the city. The purpose of this study is to assess the level of visual recognition of tourists from the perspective of Isfahan and to study the image of the tourist destination in order to explain the brand of the tourist destination from the perspective of domestic and foreign tourists. The data collection tool is a questionnaire and a sample of 384 domestic and foreign tourists in Isfahan during the summer of 2019. The results show that Naqsh Jahan Square and Khajoo Bridge had the highest average ranking in tourists' visual cognition. Also, historical landscape, natural landscape, handicrafts and cryptographic stories are the priority of tourists as the reason for traveling and Isfahan's competitive advantage, respectively. © 2020 Journal of Environmental Studies. All rights reserved.