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Paper Information

Journal:   TOURISM AND DEVELOPMENT   fall 2017 , Volume 6 , Number 3 (12) #r00465; Page(s) 116 To 138.
 
Paper: 

Designing the costomer-based brand equity of Sarein destination

 
 
Author(s):  MAHMOUDI PACHAL ZEYNAB, Zarei Ghasem*, BASHOKOUH AJIRLOU MOHAMMAD
 
* Mohaghegh Ardabili University
 
Abstract: 
Considering the importance of brand equity for tourism destinations and the fact that tourism destination of Sareen has been introduced as one of the seven tourism poles of the country; , the purpose of this study is identifying factors that have an effect at the Serein's brand equity. This is done based on the model of Boo et al (2009). This is a fundamental research. The research population was the tourists that would gone to Sarein at the time between 4 may 2016 and 25 may 2016. Sampling method was random sampling and 384 persons responded the questionnaire completely. Data analysis was performed using the spss 20 and Amos 18 software. The findings indicated that all the research hypotheses were confirmed. The results show that destination brand awareness, destination brand image, destination perceived quality, destination perceived value, and destination brand loyalty has an effect on the Sarein`s destination brand equity, and in this regard brand awareness has the least impact and brand loyalty has the most impact.
 
Keyword(s): Brand Image,Brand Awareness,brand quality,Brand Loyalty,brand equity
 
References: 
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