Analyzing the Special Value of Urban Tourism Brand (Case Study: Baneh Border City

In the perspective of contemporary tourism industry, development of destination brand has changed to a strategic instrument throughout the world due to the increasing competition of tourism destinations. Having a successful tourism brand can be quite effective in increasing the competitive advantage of destination, attraction of tourists and as a result, increase of incomes arising from tourism industry and national economy boom. However, studies in the field of brand and special value of destination brand have remained at the beginning of its way. In this way, the present research has been prepared based on the evaluation of domestic tourists of the special value of tourism destination brand of Baneh border city. Statistical population includes the tourists of Baneh city in summer 2016. Friedman and Single Domain T tests were used to analyze questionnaire data. The results showed that four aspects, namely loyalty, awareness, image and perceived quality affect the special value of tourism brand of Baneh city. Considering the Friedman test in parallel with ranking the aspects of special value of tourism brand of Baneh border city, loyalty, awareness, perceived quality and finally, image of tourists are ranked first, second, third and fourth, respectively.