Survey Effective factors On the value special Brand at Tourism destination Case Study: Marivan City

Today, the tourism industry is considered one of the most important and diversified income generating industries in the world. Meanwhile, the most important factor for tourists to determine the destination of their tourism based on their mental image of different places. The lack of proper image of the destination for tourism in many parts of Iran has led to limited travel to these areas. Therefore, it is important to pay attention to the factors affecting the brand value for tourism purposes. Therefore, the aim of this study is to investigate the factors affecting brand equity in the destination of tourism in Marivan. The purpose of this study is applied in terms of its nature and method in terms of descriptive-analytical research. Field data (survey) and library have been used to collect information. The statistical population of this study is all the tourists who visited Marivan in the spring of 1397. The data gathering tool was a questionnaire. Statistical analysis of confirmatory factor was used to analyze the results. The results of this research show that in addition to brand image, brand loyalty, perceived quality and awareness of the brand of tourism destination, they directly affect the brand equity of Marivan.