Destination Brand Equity in Tourism Context: Evidence on Iran

Abstract

Tourism industry is an important source of income for many countries; it has been considered the second important industry of the 21^st century. This study analyzes the effect of destination brand equity on tourists’ intention to revisit. Kish Island was chosen as the case study. Components of destination brand equity include destination awareness, destination image, destination quality, perceived value, destination loyalty, satisfaction and intentions to revisit. This research is a descriptive and survey study. The target population was travelers who visited this island in the first half of 2013. Questionnaire was the research tool. Data were analyzed using SPSS and LISREL. The results showed that there is a meaningful relationship between the destination awareness and perceived value, image destination and perceived value and satisfaction, destination quality and perceived value and destination loyalty, perceived value and destination loyalty, satisfaction and destination loyalty and intentions to revisit, and finally destination loyalty and intentions to revisit.

Keywords: destination brand equity, intention to revisit, tourists’ evaluations