Paper Information

Journal:   GEOGRAPHY   SUMMER 2016 , Volume 14 , Number 49; Page(s) 337 To 355.
 
Paper: 

EVALUATION AND PRIORITIZE OF TOURISM DESTINATIONS BASED ON THE BRAND EQUITY FROM THE PERSPECTIVE OF TOURISTS (CASE STUDY: COUNTIES OF GUILAN PROVINCE)

 
 
Author(s):  HESAM M., KARIMI S.H.
 
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Abstract: 

Tourism industry as a dynamic industry, an important part of economic activities and the country’s production is allocated. In the meantime, Destination branding is one of the most important issues in the field of location marketing and tourism marketing is converted. Tourism destination brand equity is the sum of assets (or liabilities) brand name and symbol tourism destination in relation to the changes in the value of the services and experiences that are provided, is determined. Given the importance of this issue, in this study to assess and prioritize tourism destinations by tourists in the province of Guilan looked at from the perspective of brand equity. The research method is descriptive - research. The study population included all tourists Guilan province using random sampling of 380 people in total and selected province through questionnaire variables such as image data, awareness, perceived quality and brand loyalty, ultimately, the destination was collected. To analyze the obtained data of all the items are weighted using the hierarchical model Fuller triangle, In the next stage Oreste ranking model based on the brand equity of of Guilan province was a tourists. The results indicate higher value tourism brand of Bandar Anzali, Fooman, Rasht and Astara and unsuitable conditions in Amlash, Rezvanshahr and Some Sara.

 
Keyword(s): TOURISM DESTINATIONS, BRAND EQUITY, TOURISTS, GUILAN PROVINCE’S COUNTIES
 
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