Development of QR Code Model for City Branding in the Tourism Industry

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

2 Prof., Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

3 Associate Prof., Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

Abstract

Objective
Cities, as important cultural, economic, and social centers, have played a crucial role in the development of societies. Today, with the advancement of technology and increasing competition among cities to attract attention and tourists, city branding has emerged as a prominent strategy in city management. Creating and maintaining a strong city brand not only enhances tourism appeal but also positively impacts the development of smart cities, economic growth, and local development. Various tools are used for city branding, and one of the most effective methods is designing Q-tourism models and installing QR codes at tourist sites. Therefore, the current research was conducted to design a Q-tourism model aligned with city branding.
 
Methodology
This research is based on a mixed qualitative and quantitative approach and is applied in terms of purpose, while descriptive survey in terms of nature and method. The statistical population consisted of experts, including university professors in marketing management and tourism management, as well as marketing and tourism managers. Thirty participants were selected based on the principle of theoretical adequacy using purposive sampling. Data collection tools included semi-structured interviews for the qualitative part and a questionnaire for the quantitative part. In the qualitative phase, data analysis was conducted using thematic analysis to identify the components of Q-tourism in the context of city branding. Content and theoretical validity, along with intra-coder and inter-coder reliability, were used to assess the validity and reliability of the data collection tool. The results confirmed the tool’s validity and reliability. In the quantitative phase, using MATLAB software and the Interpretive Structural Modeling (ISM) method, the final research model was developed and presented.
 
Findings
The findings of the present research include five categories of identifying antecedents (realization of smart city, necessity of sustainable tourism, necessity of interactive tourism through smart tools, realization of creative city, necessity of urban tourism development), facilitating factors (digital culture - urban management infrastructure, location of attractions relative to the geography of the city, utilization of sustainable technologies), main dimensions (smartening of tourist places, urban identity, presenting a positive image of the city and the architecture of the tourist destination brand), strategies (place marketing, positioning of tourist destinations, development of smart infrastructure), and consequences (improving competitive advantage, increasing tourist attraction, increasing investment, improving the quality of travel experience for tourists).
 
Conclusion
Based on the research findings, it can be stated that Q-tourism and the installation of QR codes at tourist sites serve as an effective method for differentiating tourist attractions, thereby promoting urban branding, increasing tourist appeal, attracting investment, and enhancing the quality of the travel experience for visitors.
 

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 18, Issue 1
2026
Pages 110-136

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