Identification of the Components of an Artificial Intelligence-Based City Branding Model for Attracting Foreign Tourists to Iran’s Cultural Destinations

Fatemeh Farahani; Yazadan Shirmohammadi; Sayed Shmad Ghasemi

Authors

Fatemeh Farahani PhD student, Department of Management, Ro.C., Islamic Azad University, Roudehen, Iran Author https://orcid.org/0009-0004-4927-5133
Yazadan Shirmohammadi Professor, Department of Business Administration, Payame Noor University, Tehran, Iran https://orcid.org/0000-0001-5838-7592
Sayed Shmad Ghasemi Assistant Professor of Management, Jahad Daneshgahi Institute of Humanities and Social Studies, Tehran, Iran Author https://orcid.org/0000-0002-0103-6174

Keywords:

Artificial Intelligence, City Branding, Cultural Tourism, Foreign Tourists, Grounded Theory, Destination Image, Smart Tourism, Iran

Abstract

This study aimed to identify and explain the components of an artificial intelligence-based city branding model for attracting foreign tourists to cultural destinations in Iran. This qualitative study was conducted using the systematic grounded theory approach of Strauss and Corbin. Participants comprised 17 experts in city branding, cultural tourism, destination management, digital marketing, and artificial intelligence who were selected through purposive and snowball sampling. Sampling continued until theoretical saturation was achieved. Data were collected through in-depth semi-structured interviews and analyzed concurrently with data collection using open, axial, and selective coding in MAXQDA. The constant comparative method was applied to refine concepts and relationships among categories. Trustworthiness was ensured through credibility, transferability, dependability, and confirmability criteria, including member checking, peer review, triangulation, maintenance of an audit trail, and intercoder agreement. The analysis yielded six major categories comprising causal conditions, the central phenomenon, contextual conditions, intervening conditions, strategies, and consequences. The central phenomenon was identified as AI-based city branding characterized by an adaptive city brand, integrated intelligent destination-image management, immersive brand experience, and authentic representation. Competitive pressures, changing tourist behavior, destination image gaps, declining effectiveness of traditional branding, and heritage conservation needs were identified as key drivers. Implementation was shaped by cultural assets, Iranian hospitality, technological infrastructure, institutional capacity, sanctions, organizational resistance, human-resource shortages, and technical barriers. The main strategies included technological, data-driven, content-marketing, institutional-managerial, and empowerment approaches, leading to reputational, economic, experiential, heritage-sustainability, and ecosystem-development outcomes. AI-based city branding in Iranian cultural destinations should be understood as an integrated adaptive system in which technological capabilities are aligned with cultural authenticity, institutional coordination, data governance, and human expertise to strengthen international destination image, improve tourist experience, and enhance competitiveness while supporting heritage sustainability.

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