The Influence of Tourism Destination Brand Equity on Revisiting Intention (Based on Consumer-Based Brand Equity Model)

Tourism industry has had an increasing growth rate in the past decade and has been a significant income source for many developing countries. But Iran, in spite of its rich and extensive tourism related assets, has had a small share of this global market. One of the strategies in attracting visitors for countries is Destination Branding. In this article, Isfahan city was selected as tourism destination and the tourists who have traveled to Isfahan in the first quarter of the year 1391 were chosen as the research community and then by the use of Cochran formula and convenience sampling, 384 questionnaires was distributed among them. At this article, the Amos software has been used. For testing research hypotheses, the structural equation modeling was applied. The results of data analysis represents that In order to creating a better brand in Isfahan city, managers of tourism industry should emphasize more on 3 independent variables i.e. destination brand awareness, destination brand image and destination brand quality. Among all the variables, destination brand awareness has had the most effect on destination brand value.