Evaluation of brand equity in the tourist destination From the perspective domestic tourists (Case Study: Tabriz city)

jafar bahari ¹ ( دانشگاه علم و فرهنگ تهران )
banafsheh farahani ² ( استادیار گروه مدیریت گردشگری، دانشگاه مازیار رویان، مازندران، ایران )
Shahla Bahari ³ ( گروه مدیریت، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران )
Marjan Bazleh ⁴ ( دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ تهران، تهران، ایران )
Hamed Bahari ⁵ ( گروه شیمی، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران )

Submited date : 2016-07-22 Accepted date : 2017-03-11

Keywords: Perceived Quality, brand awareness, Brand Image, Brand loyalty, Tourism destination brand Equity,

Abstract :

present research aimed to Evaluation of brand equity in the tourist destination From the perspective domestic tourists in Tabriz City in the March 2015 has been done. This study, in terms of target, applicable and based on collection data, descriptive survey. As well as, from the Spss 16 and Lisrel 8.5 software’s different methods of descriptive and inferential statistics to analyze data and test hypotheses have been used. The statistical population, including tourists who in Period Norooz year 2015 at Aggregation places were available tourists. In this research, from konecnik & Ruzzier(2009) model Which has four dimensions brand awareness, brand image, perceived quality and brand loyalty is used. Provided results showing that In addition to the Brand image, Brand loyalty, Perceived quality and Tourism destination Brand awareness Also Directly on brand equity Tabriz City Have an impact. And of the importance of brand loyalty is the most important factor influencing. And In terms of importance brand loyalty the most important factor effective Known.