The Impact of Tourism Services Quality on Brand Image and Loyalty of Tourists (Case Study: North area of Alborz province)

Because of tourism undeniable role in social and economic development of the country, managers of tourism industry are always facing with the challenge of tourists attraction, their satisfaction and loyalty to the tourism destination. Creating a suitable image of tourism destination in a tourist’s mind, will increase the probability of revisiting the destination. The present research is aimed to study the impact of tourism services quality on brand image and loyalty of tourists in the Northern region of Alborz Province of Iran. We used a random sampling method and distributed a questionnaire among three hundreds eighty four sport  tourists to collect data. The findings show that the tourism services quality has a positive and significance effects on brand image and loyalty of tourists in that region.