Investigating of the Impact of the Destination Brand Equity on the Loyalty of the Tourists to the Tourism Area of the Shiraz

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bordbar zohre; Farjam Saeid; NASSAJI KAMRANI MEHDI

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Journal: TOURISM AND DEVELOPMENT Year:2018 | Volume:7 | Issue:3 Page(s): 107-126

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Information Journal Paper

Title

Investigating of the Impact of the Destination Brand Equity on the Loyalty of the Tourists to the Tourism Area of the Shiraz

Author(s)

bordbar zohre | Farjam Saeid | NASSAJI KAMRANI MEHDI | Issue Writer Certificate

Keywords

destination brandingQ1

destination brand equityQ1

destination imageQ1

the loyalty of touristsQ1

the Metropolitan ShirazQ1

Abstract

destination branding is one of the most important topics in the field of tourism marketing. Therefore, the purpose of present research is to investigate of the Impact of the destination brand equity on the loyalty of the tourists to Shiraz in order to increase the tourists and destination branding. The present study is applied regarding purpose and descriptive-survey, based on the method of collecting the data. The statistical population are the tourists who visited Shiraz during the period from April to Oct. 2017. The sample size was found to be 384 based on Morgan’ s table and Cochran’ s formula for an unlimited population. The questionnaire’ s validity and reliability were confirmed by experts and Cronbach’ s Alpha, respectively. For analysis of data, the structural equation modeling, confirmatory factor analysis and SPSS23 and AMOS23 softwares were used. The findings showed that the destination brand equity have a significant effect on the loyalty of tourists. The awareness of the destination does not have a significant effect on the holistic image, but it does have a significant effect on the perceived quality. The holistic image has a significant effect on the perceived quality and also the perceived quality has a significant effect on the attitudinal and behavioral loyalty. The cognitive and conative image does have a significant effect on the behavioral loyalty, but affective image does not have a significant effect on the behavioral loyalty. The cognitive and affective image through the holistic image as the intermediate variable, does have a significant effect on the behavioral loyalty, but the conative image through the holistic image, does not have a significant effect on the behavioral loyalty.

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APA: Copy

bordbar, zohre, Farjam, Saeid, & NASSAJI KAMRANI, MEHDI. (2018). Investigating of the Impact of the Destination Brand Equity on the Loyalty of the Tourists to the Tourism Area of the Shiraz. TOURISM AND DEVELOPMENT, 7(3 ), 107-126. SID. https://sid.ir/paper/227708/en

Vancouver: Copy

bordbar zohre, Farjam Saeid, NASSAJI KAMRANI MEHDI. Investigating of the Impact of the Destination Brand Equity on the Loyalty of the Tourists to the Tourism Area of the Shiraz. TOURISM AND DEVELOPMENT[Internet]. 2018;7(3 ):107-126. Available from: https://sid.ir/paper/227708/en

IEEE: Copy

zohre bordbar, Saeid Farjam, and MEHDI NASSAJI KAMRANI, “Investigating of the Impact of the Destination Brand Equity on the Loyalty of the Tourists to the Tourism Area of the Shiraz,” TOURISM AND DEVELOPMENT, vol. 7, no. 3 , pp. 107–126, 2018, [Online]. Available: https://sid.ir/paper/227708/en

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