AN INVESTIGATION OF THE FACTORS AFFECTING TOURISM DESTINATION BRAND EQUITY
Journal Title: Asian Journal Social Sciences & Humanities - Year 2017, Vol 6, Issue 1
Abstract
Brand equity of organizations is measured by various reputable international institutions each year in the world. In many cases, brand equity is higher than physical assets, which indicates the importance of branding and brand categories. Due to the cultural differences, and social characteristics of tourist destinations, the present study aimed to identify factors affecting tourism destination brand equity in Qazvin city to assess domestic tourists from Qazvin tourism destination brand equity by deploying Konecnik’s model(2007). The statistical population of this study consisted tourists who were available in the period between May25th to June20th in 2013 in the historic and tourist city of Qazvin. Regression coefficient and structural equation modeling methods were used to analyze the results. The results of this study showed that in addition to brand image in the studies of the past 30 years as the most important factor for tourists to enjoy tourism destination as it is, brand loyalty, perceived quality, brand awareness and satisfaction also have a direct impact on brand equity; in terms of importance, satisfaction, are known as the most important factor.
Authors and Affiliations
Hossein Fathabadi, Mohamad Reza Olian Nejad, Hamid Alizadeh
Keywords
Related Articles
- EP ID EP219454
- DOI -
- Views 125
- Downloads 0
MANAGING EXCHANGE RATE IN AN UNDIVERSIFIED ECONOMY
This paper examined the choice of exchange rate in an undiversified economy. A critical review of the literature on the exchange rate policy and economic diversification determinants was done. The analysis showed that in...
Mental Health Problems of Freshman College Binge Drinkers and Cigarette Smokers
This study aims to determine the mental health problems of freshman college binge drinkers and cigarette smokers in state universities and colleges in Region II, Philippines. Purposive sampling was used in the selection...
The Necessity of Studying the Personal and Social Status of the Accused in the Preliminary Investigations Stage in the Iranian Punitive System
Realization of punitive justice is feasible not only in terms of criminal acts and the cases which go to the court accordingly, but also by investigating the personal and social situation of the accused. In other words,...
UTILISATION OF AESTHETICS IN TELEVISION ADVERTISING
The paper set out to examine the relevance of aesthetics in television advertising. The rationale behind the study is to find out whether aesthetics in advertising persuades consumers to patronise advertised pr...
A Cognitive Semantic Study of Some English Riddles and Their Answers in Amidst a Tangled Web
The aim of this paper was to identify meaning construction strategies in selected English riddles and account for the mental processes involved in their production. In pursuance of this aim, 38 riddles, together with the...