Assessing the Destinations Brand Equity Indexes in Historical cities of Iran from the Perspective of Foreign Tourists

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Rezghi Maryam; SHAHABIAN POOYAN; MODIRI ATOOSA; AHMADIAN REZA

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Journal: Urban Tourism Year:2019 | Volume:5 | Issue:4 Page(s): 137-152

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Information Journal Paper

Title

Assessing the Destinations Brand Equity Indexes in Historical cities of Iran from the Perspective of Foreign Tourists

Author(s)

Rezghi Maryam | SHAHABIAN POOYAN | MODIRI ATOOSA | AHMADIAN REZA | Issue Writer Certificate

Keywords

AssessmentQ2

Historical Cities of IranQ1

Foreign TouristsQ1

Brand equityQ1

Abstract

In a competitive world, cities need to be mentioned, and nowadays, looking at the city as a product is unavoidable. Today, cities are the brands that make special experience for residents and tourists, and Attendance in them can become to a Unique memory. In the commercial and competitive world, tourism development is considered as a key factor in any development program at any level. This attitude can help to live in the city and make it an appropriate place to attend and earn income through Creating Sustainable Tourism Brand. In this regard, Historic cities of Iran with unique assets can provide unique capabilities for their audience. this research evaluate the status of the three historical cities in iran (Isfahan, Shiraz and Yazd) according to the Effective Brand equity Indexes. In this research, information was gathered by the theoretical approach and with the help of interviews from centralized groups of Foreign Tourists that visiting Iran(Ten tourists)Reach the saturation limit(). Data analysis was done through interview using the thematic analysis technique. Subsequently, based on theoretical foundations and interviews, a questionnaire was compiled and distributed among 384 Foreign tourist Which visited these cities between March and January(2017). Then, by Confirmatory factor analysis, . After that For Assessing the status of cities used Anova test. according to the results from the Anova test, Isfahan's status is better than Two other cities. according to the five factors obtained, only the significant difference in these cities is related to the factor of Awareness. the situation of cities is evaluated were relatively good. In fact, recognizing this is very helpful in improving a destination brand and promoting the status of cities to attract target groups. Indicators of value and loyalty are good in these cities.

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APA: Copy

Rezghi, Maryam, SHAHABIAN, POOYAN, MODIRI, ATOOSA, & AHMADIAN, REZA. (2019). Assessing the Destinations Brand Equity Indexes in Historical cities of Iran from the Perspective of Foreign Tourists. URBAN TOURISM, 5(4 ), 137-152. SID. https://sid.ir/paper/374823/en

Vancouver: Copy

Rezghi Maryam, SHAHABIAN POOYAN, MODIRI ATOOSA, AHMADIAN REZA. Assessing the Destinations Brand Equity Indexes in Historical cities of Iran from the Perspective of Foreign Tourists. URBAN TOURISM[Internet]. 2019;5(4 ):137-152. Available from: https://sid.ir/paper/374823/en

IEEE: Copy

Maryam Rezghi, POOYAN SHAHABIAN, ATOOSA MODIRI, and REZA AHMADIAN, “Assessing the Destinations Brand Equity Indexes in Historical cities of Iran from the Perspective of Foreign Tourists,” URBAN TOURISM, vol. 5, no. 4 , pp. 137–152, 2019, [Online]. Available: https://sid.ir/paper/374823/en

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