The Analytical Model of Brand Equity for Iran Sport Tourism Destinations

Branding is a powerful means to differentiate the products in the competitive market. The aim of this study was to propose an analytical model of brand equity for Iran sport tourism destinations from sport tourist's viewpoints. This study was descriptive-analytical conducted as a field study. Statistical sample consisted of 576 sport management experts and domestic and foreign sport tourists who attended 1391 Fajr sport events. A questionnaire extracted from Konecnik and Gartner (2007) and Boo et al. (2009) surveys was used and distributed after its validity and reliability (α=0.83) had been confirmed. Data of 576 acceptable questionnaires were analyzed by SPSS v.16 and Amos 20 and structural equation modeling (SEM). The results showed that all variables (except for the variable of awareness) directly influenced brand equity. Mental image had the greatest influence on the brand equity of sport tourism destinations. From the viewpoints of sport experts and tourists, Iran sport tourism destinations were safe and had beautiful scenery and nature, pleasant climate and desirable natural sport attractions while the quality of information about trip to Iran, the quality of access and the quality of sport facilities were not desirable to host major sport events.