Defining the structural model of urban tourism brand with emphasis on branding elements (case study : Shahdad)

today , in some cities which have the potential of tourism , special approaches by branding are created to create a specific differentiation and position for destination to encourage tourists to more cost and to improve living standards .the shahdad near the lut desert ( the first natural attraction of world records ) due to various tourist attractions can become one of the important destinations for this matter . the research method in terms of purpose is applied descriptive and analytical that a major part of the data has been collected on the basis of field studies and interview and setting the questionnaire among tourists and local people of experts at the area.findings based on the results obtained from the components using structural equation modeling with partial least squares approach in smart -pls software showed that .the direct effect of perceived quality on brand awareness of the brand , brand awareness on brand loyalty , brand image , brand image and brand image have a positive effect on brand awareness . the brand image and perceived quality have a direct and indirect effect on the brand awareness , brand awareness and brand equity and brand equity and brand equity respectively.