Designing and explaining a model of survival and strengthening the hotel brand with the approach of tourism industry development (Case study: selected 4 and 5 star hotels in Mashhad)

For improving the success of development and strengthen brands, it is necessary to identify and examine the factors affecting the evaluation of customers and tourists' attitudes about developing and strengthening the brand. This study is in a mixed (quantitative-qualitative) method. In the qualitative part, the data theorizing of the foundation was used. data collection was done through semi-structured interviews with 19 managers of 4- and 5-star hotels. The city of Mashhad has been done. In the quantitative part, based on the dimensions of the obtained model, a researcher-made questionnaire was used and a quantitative test was performed based on the method of structural equations. The final model of the research led to the design of six theorems, including causal conditions (four categories), intervening conditions (three categories), contextual conditions (three categories), the main category of brand-based management, strategies (seven categories) and consequences. (Seven categories) have been extracted from it. In the quantitative part, the significance of the relationships between the components and the appropriateness of the model dimensions were confirmed. Increased competition has forced hoteliers to look for new ways to differentiate their brand from competing brands. Promoting a consumer-based brand can be a key strategic driver of success in the hotel industry and the development of the tourism industry. By using brand-based management, we can take steps to continue the life and strengthen the brand of hotels and help the development of the tourism industry by implementing the model presented in this study.