Development of tourism industry through branding of handicrafts

This research was carried out with the aim of developing of Isfahan tourism by branding for Isfahan crafts through the PCDL model. The research is a mixture of qualitative and quantitative research. In different stages of the research, qualitative and quantitative Delphi fuzzy, balanced scorecard and descriptive survey methods were used. For data gathering semi-structured interview and questionnaire were used. Statistical Society was experts in quality phase and clients of Isfahan craft in quantity phase. Sampling method for qualitative phase was targeted judgment and Available random in quantitative phase. The results of the first phase of the research is to identify quality and price as two factors that influence selection and purchase crafts and also positioning engraving, carpets, filigree and inlay industries as outstanding crafts of Isfahan in compared to other competitors. In the second stage, appropriate logo and advertising media advertising were identified as the most suitable option. The results in third stage indicated that customer criteria and internal processes are at appropriate level but financial and growth criteria are at inappropriate performance level.