An Evaluation of Brand Equity in Tourist Destination from Domestic Tourists’ Perspectives (A Case Study of Tabriz)

The present research aimed at evaluating brand equity in tourist destination from the perspective domestic tourists in Tabriz in 2015. The study is a n applied one as far as the goals are considered and a descriptive one regarding the collection method. The SPSS and LISREL software were used to analyze the obtained data. The population of the study included the tourists who were available in the tourist destination in 2015. In this research Konecnik and Ruzzier model was used. The model has four dimensions which are: brand awareness, brand image, perceived quality and brand loyalty. The obtained results showed that in addition to brand image, brand loyalty, perceived quality and tourism destination brand awareness also has a direct effect on brand equity in Tabriz; moreover, among the effective factors, the brand loyalty was proved to be the most effective one.