Providing a model to explain brand equity tourism destinations (Case study: Shiraz city)

Subject Areas : Geography and Tourism Planning

jafar  bahari ¹ (دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، تهران، ایران)
shahla  bahari ² (گروه مدیریت، دانشگاه پیام نو، تهران، ایران)
مرجان  بذله ³ (دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، تهران، ایران)
hamed  bahari ⁴ (گروه شیمی، دانشگاه پیام نور، تهران، ایران)

Received: 2017-02-04 Accepted : 2020-11-10 Published : 2020-10-22

Keywords: destination brand awareness, destination brand image, Shiraz, destination perceived quality, destination brand loyalty,

Abstract :

The aim of this study is to provide a model for explaining brand equity tourism destinations in Shiraz. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, It has been used structural equation modeling through the SMART PLS software to analyze data. Statistical population of this research all are domestic tourists that in the summer of 2015 Have come to Shiraz city.Given that the population size is unknown from Cochran formula is used in order to determine the sample size that number is obtained 384. Provided results showing that destination brand awareness has significant positive effects on destination brand image, destination perceived quality and destination brand loyalty. destination brand image has significant direct positive impacts on destination perceived quality and destination brand loyalty. destination perceived quality has direct positive influence on destination brand loyalty. And also it was shown that destination perceived quality is the largest coefficient value and its impact on destination brand loyalty is higher than other variables.