» کارگاههای آموزشی اولین کنفرانس بین المللی برند گردشگری
کارگاههای آموزشی اولین کنفرانس بین المللی برند گردشگری
کارگاههای آموزشی اولین کنفرانس بین المللی برند گردشگری
 
1.Global Best Practice in Destination Branding
Horwath HTL, Croatia

Thorough analysis, critical thinking, and future visioning enable right positioning and provide clear direction to the future development of tourism brands. To develop a brand and effectively manage it, a clear understanding of the brand’s ecosystem is necessary. Mastering complex ecosystem of the destination brand is challenging. But if done properly, it results in distinct value. In this workshop, Horwath HTL would cover key elements of the ecosystem and their relations, including destination brand specifics; destination brand identity; DMO; channels; competition and people. Finally, the workshop would delineate key disruptors of the brand ecosystem, being digital channels, devices, or solutions. 

2.Tourism (Brand) of Iran: Bright Future, Tough Fight, or Both?
Horwath HTL, Croatia

This workshop presents most important global tourism trends, both qualitative and quantitative, coupled with showcase of successful country tourism brands. Tourism branding without strong product essence is short term and expensive undertaking. Therefore, during second part of the workshop, Horwath HTL team interactively will engage the audience in discussion on some of most important strategic challenges related to Iran tourism: vision, key destinations, products, key markets, management and marketing. These all have deep implications on developing future tourism brand of Iran. 

3.City Brand Development
University of Minnesota, USA

Brand development is a complex process. It requires a well thought out strategy with cooperation between different entities. It becomes more complex as the strategy moves from developing a brand for a single product to an integrated company or city. . Understanding the Dimensions of a brand are critical in developing the correct strategy. Knowledge of your market makes city branding more successful. This workshop will take you through the steps to developing a place/city brand. 

4.SOCIAL MEDIA, THE DIGITAL TOURIST AND DESTINATION BRANDING
Copenhagen Business School, Denmark

This workshop examines digital tourists and how digital technologies transform their experiences and impact destination branding. Technological tools are not passive objects; they carry affordances enabling as well as shaping tourist behavior. Social media technologies fundamentally change tourists’ social worlds and have the potential to enact new tourism realities. In this workshop, we explore how to develop market research tools to understand better the digital tourist and how to apply this knowledge for destination branding development. Through the activities of this workshop, we get a closer look at tourists’ motives for contributing to social media sites and their willingness to share online content. It provides insights on technology adoption, transformations of tourism sociocultural practices, hedonic aspects and utilitarian values of new media. Cyberspace tourists constitute new types of reference groups like communities of strangers that can contribute to the development of innovative tourism products and destinations.