Destination quality, destination brand identification and behavioral intentions: A mixed method approach

One of the most important challenges of tourism industry in Iran is developing sustainable relationships with tourists. In this way, paying attention to the quality required by tourists and achieving proper identity for the destination is important. Therefore, the aim of this study is to explain the role of destination quality on tourist behavioral intentions, focusing the mediating role of destination brand identification. The statistical population of the study is domestic and foreign visitors from selected cities of Iran from October 2019 to May 2020. In order to collect data first, purposive sampling method was used to select cities and then using convenience non-random sampling method tourists were questioned. Content validity and reliability of the questionnaire (with Cronbach's alpha 939٪) were confirmed. Finally, 415 acceptable researcher-made questionnaires were collected to perform analysis by structural equation modeling method. Findings show quality with its three dimensions affects destination brand identification, tourist satisfaction and behavioral intentions (intention to revisit and word of mouth). Destination identification also effects on satisfaction and behavioral intentions. According to the results, tourism destinations should provide the quality needed by tourists in order to create a sense of belonging in the tourist and cause tourist satisfaction, word of mouth and intention to revisit the destination.