Identification of the Tourism Destination Brand Equity Dimensions

Brand equity is one of the instruments that can be used in measuring effectiveness of the brand. It is important in service industries such as tourism. This is why that the present study was aimed to identify brand equity dimensions for tourism destinations. The statistical population of this study includes the marketing and tourism professors and authors that have specialty in brand equity. A sample of 200 professors and authors has been selected from this population through convenience sampling method. In order to collect the research data, a self-administrated online questionnaire has been developed and then sent to the sample members. The reliability and validity of the questionnaire has been examined and confirmed in this study. Exploratory Factor Analysis (EFA) is the statistical method that has been used for extracting dimensions of tourism destination brand equity. The findings of this study identify nine dimensions for tourism destination brand equity. These include perceived quality of human relations, perceived attractions of tourism destination, perceived popularity of tourism destination, perceived convenience in tourism destination, perceived value of tourism destination, personal awareness of tourism destination, tourism destination loyalty, and perceived satisfaction of tourism destination.