The effect of quality of tourism services on the special value of the brand of sports tourism destination according to the mediating role of the mental image and perceived value of the tourist destination

In the perspective of the contemporary tourism industry, due to the increasing competition of tourism destinations, the development of the destination brand has become a strategic tool around the world. Having a successful tourism brand can be very effective in increasing the competitive advantage of the destination, attracting tourists and thus increasing revenues from the tourism industry and the prosperity of the national economy. The mental image and perceived value of the tourist destination in the northern region of Alborz province has been mediated. This research is a descriptive correlational study. The data required for this study were collected by random sampling method available from sports tourists in the northern region of Alborz province and a questionnaire. Also, SPSS 16 and Lisrel 8.5 softwares of different descriptive and inferential statistics methods have been used to analyze the data and test the hypotheses. The results show that the quality of tourism services has a positive and significant effect on brand image, perceived value and brand equity. Brand image has a positive and significant effect on perceived value and brand equity. The effect of perceived value on brand equity is positive and meaningful. The mediating role of brand image and perceived value in the relationship between quality of tourism services and brand equity and finally the mediating role of brand image in the relationship between quality of tourism services and perceived value was confirmed.