Investigating the role of brand image in touristm brand equity of Isfahan from the perspective of domestic tourists

Tourism is one of the fastest growing and dynamic industries in the world. Destination branding is a means to obtain competitive advantages, highlighting and differentiating destinations and companies from their competitors. A strong and lasting image in the tourist mind of the tourism destination can lead to the creation of a tourism brand.The current research examines the factors influencing brand equity of Isfahan tourism from the perspective of domestic tourists by emphasizing the brand's image. The statistical population comprises the total number of domestic tourists in Isfahan in the period from August to November 2019. The data collection instrument is a questionnaire, the data analysis is carried out by using Amos 23 software; moreover, the method of factor analysis is confirmatory. The results of the study show that the factor loading of categories related to the whole brand equity of Isfahan tourism questionnaire are in a relatively favorable condition. In other words, the correlation of the total brand equity of Isfahan tourism with the factors related to this average variable is high. In addition, the coefficient between brand image and Isfahan brand equity shows that it has had the greatest impact on Isfahan brand equity. Moreover, the three components of brand awareness, perceived quality and brand loyalty are in the second rank since there are no significant differences between them. Isfahan brand image is the main factor in the Brand equity of Isfahan tourism brand. Isfahan historical landscape is the highest evaluated item in Isfahan brand image.