آیا «مهر برند» می‌تواند رونق‌بخش صنعت گردشگری باشد؟
معاون سازمان میراث فرهنگی، صنایع دستی و گردشگری از ثبت برند و لوگوی گردشگری ایران با کمک دیگر ارگان‌ها از جمله وزارت خارجه خبر می‌دهد
خلا برندسازی در صنعت گردشگری ایران، موجب شده است که جاذبه‌های گردشگری کشور ما برای بسیاری از گردشگران جهان، ناشناخته مانده باشد. حالا به تازگی قرار شده است که مهر برند در گردشگری ایران هم ثبت شود.
به گزارش خبرگزاری گردشگری سلامت ایران، معاون گردشگری سازمان میراث فرهنگی، صنایع دستی و گردشگری از ثبت برند گردشگری ایران به کمک دیگر ارگان‌ها از جمله وزارت خارجه خبر داده است و می‌گوید: در کشورهایی که دارای صنعت گردشگری قدرتمندی هستند، از تصویر و لوگوی مشخص و ثابتی بر روی کالا و خدماتی که به گردشگران ارائه می‌دهند، بهره می‌برند تا گردشگران با اطمینان از صحت و سلامت از آن‌ها استفاده کنند.
ولی تیموری درباره جزئیات ثبت مهر برند در گردشگری ایران توضیح می‌دهد: این تصویر به گردشگران اطمینان می‌دهد که این کالا و خدمات مورد تایید مراجع مربوط به حوزه توریسم در ایران است. البته برای اجرایی شدن این پروژه بزرگ نیاز به همکاری بین دستگاهی از جمله وزارت خارجه و سازمان توسعه تجارت هستیم. این یکی از پروژه‌های بزرگ معاونت گردشگری است که پس از عملی شدن نیاز به زمان برای شناخت لوگو از سوی گردشگران وجود دارد که به طور یقین در این مرحله رسانه‌ها می‌توانند تاثیر گذار باشند.
شروط اثرگذاری مهر برند در صنعت گردشگری
ثبت برند در صنعت گردشگری می‌تواند تضمین کننده ارائه خدماتی با کیفیت و استاندارد باشد.
محمد همایونی، فعال صنعت گردشگری از زاویه دیگری به این موضوع نگاه می‌کند و می‌گوید: اگر نظارت جامعی وجود نداشته باشد، مهر برند نمی‌تواند موجب ارتقای صنعت گردشگری ایران شود. در صورت فقدان نظارت‌ها، جعل کردن این مهرهای برند براحتی برای متخلفان امکان پذیر است. یعنی همانطور که مهر استاندارد و مهر سلامت کالاها را جعل می‌کنند، جعل مهر برند در گردشگری هم ممکن است در سطح وسیعی از سوی متخلفان اتفاق بیفتد.
او تاکید دارد: شرط بعدی اثرگذاری مهر برند در صنعت گردشگری این است که کیفیت خدمات و زیرساخت‌ها در زیرشاخه‌های صنعت گردشگری ارتقا پیدا کند. بدون ارتقای کیفیت خدمات، مهر برند هیچ تاثیری در جذب گردشگر نخواهد داشت. درواقع، ارتقای کیفیت خدمات و نظارت بر خدمات ارائه شده، پیش نیازهای اثرگذاری مهر برند است که تا وقتی این اتفاق‌ها نیفتد، نمی‌توان به جذب گسترده گردشگران امیدوار بود.
لوگوی گردشگری ایران باید تبلیغ و معرفی شود
هنوز مهر برند گردشگری ایران به مرحله طراحی و اجرا نرسیده است، اما در صورت نهایی شدن این طرح انتظار می‌رود که تبلیغ گسترده‌ای هم برای نهادینه شدن این لوگو انجام شود.
لوگوی گردشگری ایران برای دیده شدن نیاز دارد که در رسانه‌های جهانی معرفی شود تا بتواند با سایر برندهای گردشگری در دنیا رقابت کند.
سرمایه‌گذاری و تخصیص اعتبارات برای معرفی لوگوی گردشگری ایران، نوعی سرمایه‌گذاری است که قطعا بازگشت سرمایه آن چندین برابر خواهد بود.
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