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An empirical Investigation to Effects of Brand Equity indicators on Tourist Attraction to Create tourism loyalty in order to Develop Tourism Industry of Guilan province

Author Affiliations

  • 1Master of Executive Management, Alborz, IRAN
  • 2 Department of Executive Master of Business Administration, Alborz, IRAN
  • 3 Department of Management and Global Economy, Instroct Scientific Applied Training Center, Tehran, IRAN

Res. J. Recent Sci., Volume 3, Issue (10), Pages 36-47, October,2 (2014)

Abstract

In recent years, numerous studies have been done about branding and identifying constituent components of products brand equity. While, a few research can be found that the scope of their activities are related to tourism destinations brand. Strong brand of a regional tourism creates an identity for it. Greater value will achieve due to destination name, if formed identity in mind of tourists associate with more positive. Therefore, in this research, the relationship between the indicators of brand equity (including: brand awareness, brand Image, perceived quality, and brand loyalty) in point view of Konecnik and Gartner, attraction of tourist and tourism loyalty was measured. The questionnaires were distributed among 384 tourists in the province of Guilan. Path analysis and confirmatory factor analysis (CFA) method were used to test data and model of research. The results showed that attraction of tourist and brand Image have the greatest effect on tourism loyalty.

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