Studying the Antecedents and Consequences of Mashhad Tourism Destination Brand Love

Today, branding and branding for tourist destinations and attracting the attention and creating the love and interest of tourists in these destinations are considered a strategy for tourist destinations, which plays a vital role in the performance of destination management, to expand their tourism opportunities and differentiate destinations from competitors and finally achieve an advantage. It is competitive. Therefore, this research aims to study the antecedents and consequences of love for the tourist destination brand in the city of Mashhad. The statistical population of this research includes all foreign tourists who travelled to Mashhad during the winter of 2018. A sample of 384 tourists was selected from this unlimited population to collect data using a random method. The reliability of the questionnaire was checked using Cronbach's alpha coefficient and it had acceptable reliability. The research data was collected through a questionnaire and the hypotheses were tested using the structural equation model with the help of SPSS and smart PLS software. The results of the research showed that the tourist's positive experience, the attractiveness of the place and the emotional connection have an effect on the love for the destination brand and are among the antecedents of the love for the destination brand. In this research, the variables of mental image and positive attitude, which were the antecedents, affect the love for the destination brand. did not have. Also, the variable of love for the destination brand affects the variables of word-of-mouth advertising, insensitivity to prices, and emotional commitment, which are the consequences of brand love.