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Destination brand equity in tourism context: evidence on Iran

Author

Listed:
  • Kheiri Bahram

    (Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran (Islamic Republic of))

  • Lajevardi Masoud

    (Department of Management, Shahmirzad Branch, Islamic Azad University, Shahmirzad, Iran (Islamic Republic of), Tel: (+98) 9125318300)

  • Golmaghani Mehdi Mohsenipoor

    (Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran (Islamic Republic of))

  • Fakharmanesh Sina

    (Department of Management, Shahid Beheshti University, Tehran, Iran (Islamic Republic of))

  • Mousavi Seyyedeh Sahar

    (Department of Management, Shahid Beheshti University, Tehran, Iran (Islamic Republic of))

Abstract

Tourism industry provides an important source of income for many countries; it has been considered the second important industry of the 21st century. This study analyses the effect of destination brand equity on tourists’ intention to revisit. Kish Island was chosen for this case study. Components of destination brand equity include destination awareness, destination image, destination quality, perceived value, destination loyalty, satisfaction and intentions to revisit. This research is a descriptive and survey study. The target population was travelers who visited this island in the first half of 2013. The questionnaire was the research tool. Data were analysed using SPSS and LISREL. The results showed that there is a meaningful relationship between the destination awareness and perceived value, image destination and perceived value and satisfaction, destination quality and perceived value and destination loyalty, perceived value and destination loyalty, satisfaction and destination loyalty and intentions to revisit, and finally destination loyalty and intentions to revisit.

Suggested Citation

  • Kheiri Bahram & Lajevardi Masoud & Golmaghani Mehdi Mohsenipoor & Fakharmanesh Sina & Mousavi Seyyedeh Sahar, 2016. "Destination brand equity in tourism context: evidence on Iran," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 7(3), pages 176-187, December.
    • Handle: RePEc:vrs:ejothr:v:7:y:2016:i:3:p:176-187:n:4
    DOI: 10.1515/ejthr-2016-0020
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    References listed on IDEAS

    as
    1. Chen, Ching-Fu & Chen, Fu-Shian, 2010. "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists," Tourism Management, Elsevier, vol. 31(1), pages 29-35.
    2. Ching-Fu Chen & Odonchimeg Myagmarsuren, 2010. "Exploring Relationships between Mongolian Destination Brand Equity, Satisfaction and Destination Loyalty," Tourism Economics, , vol. 16(4), pages 981-994, December.
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    Cited by:

    1. Gallardo-Vázquez Dolores & Hernández-Ponce Oscar Ernesto & Valdez-Juárez Luis Enrique, 2019. "Impact factors for the development of a competitive and sustainable tourist destination. Case: Southern Sonora Region," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 9(2), pages 3-14, December.

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