Document Type : Original Article


1 Department of Tourism Management - Tourism Marketing, University of Science and Art, Yazd, Iran

2 Assistant Professor, Department of Management Sciences, Yazd University, Yazd, Iran


The current research mainly aims to investigate the effective factors in creating a food tourism brand in Shiraz. The statistical population includes all experts in the field of tourism and hotel management, food, cooking, and restaurant industry, and tourists, who were selected using the purposeful sampling method. First, 13 factors were identified according to research literature. The identified factors were given to 10 selected experts who were aware of the desired criteria. Then, the relationships between these factors were determined using the fuzzy Dematel method, and the answer to the second question was also determined. The results showed that the factor of investment in the field of food tourism, and using new advertising tools in this field are the most important thing in creating a food tourism brand in Shiraz. The parameters of food quality and food authenticity are the most effective in this area. In addition, creating a good feeling towards the brand and advertising, in this field are among the most effective parameters, respectively. Food tourism branding issue is the most important issues that should be considered in Shiraz. In this regard, it is possible to identify the foods of Shiraz as intangible cultural heritage, bring them to the national register, prepare their files for global registration in UNESCO, and conduct cultural and political consultations so that the files should be presented at the international level.