Brand Equity of Tourism Destinations in Border towns: An Approach towards Tourists’ Loyalty (Case Study: Baneh City)

The brand equity of a tourist destination refers to the relative advantages of that destination which ultimately conquers the mental image of tourists. The positive mental image of tourists is a factor in their loyalty to tourism destinations. The brand of tourism destination distinguishes the role and function of that destination and attracts more tourists. In this regard, Baneh, as one of the top tourism brands in the west of the country, was selected as the case study. The descriptive-analytical method was used to determine its brand equity and then the role of this brand in tourists’ loyalty was analyzed. The data were collected in both library and field form. The sample included 200 tourists, who were selected based on convenient sampling. In addition to the descriptive information, t-test, Spearman correlation, and regression tests were used for data analysis. Based on the results, the level of desirability of brand equity indicators, except for the brand awareness index, is in good condition and there is a significant correlation and regression coefficient between all components. Finally, it is suggested that Baneh's comprehensive tourism plan be considered in line with integrated planning and strengthening of all components affecting brand equity.