The purpose of this study was to investigate the effect of destination brand involvement and destination brand personality on tourist’ s self-Congruity and destination brand attachment in Isfahan. This research is applied, descriptive and of a survey type. The field method was used to collect data using a questionnaire. The statistical population of this study is all Iranian tourists who selected Isfahan as tourism destinations in the summer of 1397. Sampling method is available in this research. The structural equations modeling sampling formula (5q≤ n≤ 15q) has been used to determine sample size, and finally 384 questionnaires were collected. To analyze the data and test the hypotheses, structural equation modeling using Smart PLS 2. 0 software has been used. The findings of this research show that of destination brand involvement affects destination brand personality. Destination brand personality has an effect on actual self-congruence and ideal self-congruence. Also, destination brand personality effects destination brand attachment. Ultimately, actual self-congruence and ideal self-congruence effects on destination brand attachment. It is suggested that the results of this research can be used to city branding of Isfahan and to create a common mentality among tourists taking into account the tourist attractions of this city.

Introduction: Today, the creation of a reliable and credible brand in the eyes of tourists has become one of the most attractive and controversial topics in the field of social geography and tourism marketing.Data and Method: The current research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research is the tourists of Mashhad city. The sample size was determined based on Morgan's table and using a non-random method available to 384 people. The tool of data collection in this research is the standard research questionnaire of Monilino et al. (2022). Cronbach's alpha was used to confirm the reliability of the questionnaire and confirmatory factor analysis was used for the validity of the questionnaire. and data analysis was done by structural equation method and using smart pls software. Results: The results indicate that brand attachment mediates the effect of brand identity, brand reputation, and Enduring culture involvement on brand credibility. Also, acculturation, destination brand identity and destination brand reputation have a positive and significant effect on brand credibility and attachment to the tourism destination brand. In addition, attachment to the tourism destination brand has a positive and significant effect on the reputation of the tourism destination brand. Conclusion: It shows the importance of the location and origin of a tourist destination, that social geography has caused differences and different traditions, which brings a special attraction for tourists and other nations.

Although researches in the field of brand loyalty started with Copeland (1923)’, s study of “, brand resistance”, , but yet, this subject is considered as one of the most important subject in field of brand. The concept of brand loyalty is known as the driving force and one of the most important indicators in marketing actions especially tourism destinations marketing. The aim of this study is to forecast and discuss tourist's destination brand loyalty, according to former experience of tourists from visiting the destination, brand personality of the destination in mind of tourists and brand equity of destination. The research method is practical, and its descriptive survey Structural equation modeling with PLS software was used to analyze the data. The findings indicate that destination’, s brand experience and destination’, s brand equity have positive and meaningful effect on destination’, s brand loyalty. Also destination’, s brand personality has positive and meaningful effect brand loyalty through functional congruity doesn’, t play mediating role in the relationship of destination’, s brand personality and destinations brand loyalty.

The reinforcement of a tourism destination brand means empowering the cultural identity of the space and locale in the minds of potential tourists. Thus, it is imperative to thoroughly identify and perceive its effective factors to attract tourists. The main purpose of this study is to design and validate the brand reinforcement model of Fars Province as a tourism destination. Pragmatism shapes the philosophical foundation of the research, aiming to explore and perceive the examined phenomenon. This mixed-methods research is also characterized by its basic-applied orientation, data nature, field data collection method, and utilization of theoretical sampling. It used indepth interviews with 10 tourism industry activists following the grounded theory approach and analyzed the data in the MAXQDA software. In this respect, 222 initial concepts were determined within six main categories and 113 subcategories, and the final paradigm model of the study was designed. Then, in the quantitative phase of the study, 359 questionnaires extracted from the paradigm model were administered among the domain activists for model validation. The results were tested by the structural equations modeling method and LISREL 8. 8. Software. The results, confirming the research hypotheses, show that the reinforcement of the tourism destination brand is influenced by causal conditions (i. e., the province’, s possession of tourism potentials and the need for benefitting from the cultural and economic advantages of the tourism industry) and intervening factors (i. e., economic, social, cultural, managerial, and infrastructural conditions, as well as beneficiaries’,participation). However, it leads to sociocultural, political, economic, and environmental developments through designing and compiling an inclusive strategic tourism program. Introduction In the modern world, a brand is a robust tool for differentiation, which is an important marketing strategy (Beritelli & Laesser, 2018). Statistics show that Iran has not yet been able to acquire a fair share of national income despite having abundant potential. In the Development Vision Document, Iran is ranked 89th in the world and 12th among the regional countries and is still far from its tourism goals (Travel and Tourism Competitiveness Reports, 2019). Thus, concerning the economic, social, and cultural conditions of Iran and its tourism potentials, it is necessary to address this topic in order to enhance social employment, raise currency circulation, develop transportation, help with the acquisition of the development vision goals, and attract domestic and foreign investors. It also paves the way for increasing international interactions and exchanges, assisting with the better impact of Iran on the branding of other products and services regarding the brand effect of the producer city and attaining sustainable development. Hence, the main question of the current research is developed as below:-What is the brand reinforcement model of Fars province as a tourism destination? Materials & Methods The methodology of the current research is described below based on the onion model of the study: The primary purpose of this study is to design and validate the brand reinforcement model of Fars Province as a tourism destination. Pragmatism shapes the philosophical foundation of the research, aiming to explore and perceive the examined phenomenon. This mixed-methods research is also characterized by its basic-applied orientation, data nature, field data collection method, and utilization of theoretical sampling. It used in-depth interviews with 10 tourism industry activists following the grounded theory approach and analyzed the data in the MAXQDA software. In this respect, 222 initial concepts were determined within six main categories and 113 subcategories, and the final paradigm model of the study was designed. Then, in the quantitative phase of the study, 359 questionnaires extracted from the paradigm model were administered among the domain activists for model validation, and the results were tested by the structural equation modeling method and LISREL 8. 8. Software. Discussion and conclusion We can recognize branding as a strategic approach to employing tourism potentials and capacities and promoting a tourism destination so that we can attain the advantages of sustainable development. As discussed earlier, the primary purpose of this paper was to design and validate a brand reinforcement model of Fars province as a tourism destination using a mixed-methods approach. In explaining the first hypothesis, which was confirmed, we can claim that the causal conditions, including the province’, s possession of tourism potentials, the need for creating a sustainable competitive advantage for the province, and efforts made for enhancing the economic growth, impact the brand reinforcement of Fars province as a tourism destination. The second hypothesis confirmed that the available resources and facilities, social and cultural conditions, institutional and administrative security, and structures, all as contextual conditions, impacted tourism activists’,compilation of an inclusive strategic tourism plan. To explain the third hypothesis and draw conclusions, we can assert that the brand reinforcement of the Fars tourism destination, including awareness of the tourism destination brand and brand equity of Fars Province, significantly impacts tourism activists’,strategy adoption (compiling an inclusive strategic tourism plan). Hence, tourism administrators should accentuate macro tourism policies and the potentials and resources of Fars Province to determine the tourism goals of this province and select the target tourism market at the provincial level regarding the tourism goals and policies in this province. The confirmation of the fourth hypothesis shows that the intervening conditions (regional, global, political, economic, and infrastructural conditions, as well as managerial weaknesses) positively impact the adoption of strategies that reinforce tourism destination brands. Finally, the fifth hypothesis illuminates that adopting the strategy of compiling an inclusive strategic tourism plan positively affects the consequences of its application (sustainable development). Thus, in addition to policy-makers, this issue requires the consideration of tourism activists in the private sector, such as travel agencies, hoteliers, and educational centers. The alignment of tourism activists’,practices in the private sector with the national inclusive and strategic plan, identification of the target market and presentation of services commensurate with this market, and active participation in the local society to motivate and empower its residents are parts of the activities and steps that can be influential in the consequences of applying the inclusive strategic tourism plan.

This study examines the impact of the brand salience on the brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have arrived in the city of Babolsar in the summer of 2015. According to the sampling formula for unlimited population, a sample of 384 was obtained. A questionnaire was used to collect data in this study. Data was analyzed through SPSS and Smart PLS2 software. The results showed that the brand salience has a positive and significant effect on perceived quality, brand image (characteristics of people and the physical environment), and destination brand loyalty. Also, the results showed that the perceived quality has a positive and significant effect on the brand image (characteristics of people and the physical environment). But the perceived value and satisfaction have no significant impact on the brand loyalty. The perceived value has a positive and significant effect on satisfaction. Finally, satisfaction and physical environment have positive and meaningful effects on the brand loyalty, but perceived value and people characteristics have no significant impact on the brand loyalty.

The aim of this study is investigating the impact of memorable brand experiences on brand love in tourism industry, using structural equation modeling. The research is a descriptive-survey method. The statistical population was domestic tourists in Isfahan at the time between April 2017 and July 2017. Sampling was done by random cluster method and a standard questionnaire were used to collect data. Content validity (Face type) and reliability of the questionnaire (with Cronbach’ s alpha 89%) was confirmed. Finally 339 questionnaires were used for analysis. For data analysis and testing the research model, SPSS and AMOS softwares were used. In this study, three dimensions (cognitive, evaluation, and emotional) were considered for consumer-brand identification. The findings shows that all research hypotheses were confirmed. Therefore, it was concluded that memorable experience have a positive effect on Consumer-brand identification. Similarly, Consumer-brand identification affect destination brand love. These findings can be a basis for actors in tourism industry to identify the tourists with tourism destinations and towards attract them.

The aim of this study is to explain the role of tourist experience of the tourism destination brand on value co-creation in the destination by focusing on the mediating role of destination brand love. The statistical population of the study is domestic tourists from May 9 1 0 2 to February 9 1 9 1. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 5 2 4 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 2 0 9) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i. e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination brand love. Moreover, the mediating variable of destination brand love has a positive effect on the dimensions of value co-creation, including: participation, interaction, and knowledge sharing.