Investigating the Effect of Tourism Destination Brand Involvement on the Destination Brand Equity and the Tourism Destination Revisit Intention (Yazd City as a Case Study)
Subject Areas : Urban and Regional Planning Studies
amir konjkav monfared
1
(faculty of yazd university)
Mohamad ghaffari
2
(assistant Professor of Department of Business Administration, Faculty of Farabi University)
Amin taslimi
3
(tabriz university)
Keywords: Tourism destination brand Equity, Tourism Destination Brand Involvement, Tourism Destination Revisit Intention,
Abstract :
Regarding the competitiveness of tourism destination in today’s world, first travel is not reliable indicator of tourism destination success. However, it is tourism destination revisit intention that defines tourism destination success. This is why that the present study aimed to investigate the effect of tourism destination brand involvement on the destination brand equity and the tourism destination revisit intention. For this purpose, Yazd City was selected as case study. The statistical population of this study consists of inbound tourists who visited Yazd in November 2016. A total of 200 tourists were selected from this population randomly. In order to collect the research data, a self-administrated questionnaire was developed. The validity of questionnaire was examined and confirmed through content validity. Also the reliability of questionnaire was examined through Cronbach’s Alpha Coefficient. The coefficient was 0.928 for our questionnaire which confirms its reliability. The research data were analyzed through SPSS and Lisrel. The findings revealed that tourism destination brand involvement affects tourism destination brand awareness, tourism destination brand image, tourism destination brand loyalty, and perceived quality significantly. Another part of our findings revealed that destination brand awareness influences tourism destination brand image significantly. Also tourism destination brand image and perceived quality influence tourism destination brand loyalty significantly. Finally the findings the findings revealed that tourism destination brand awareness, tourism destination brand image, tourism destination brand loyalty, and perceived quality affect tourism destination brand involvement significantly.
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