developing a model for explaining tourism destination brand equity (case study: isfahan city)

the purpose of this study is to develop a brand equity model for isfahan as a tourism destination. the statistical population of this study consists of the inbound tourists who have traveled to isfahan in november 2013. a sample of 200 tourists has been selected from this population. a self-administrated questionnaire has been used for collecting the research data. in order to analyze the research data and test the hypotheses, both descriptive and inferential statistics have been used. the results reveal that the tourism destination brand awareness significantly influences the perceived value, tourist satisfaction, tourism destination brand image, and tourist loyalty. the results also indicated that the perceived value significantly influences tourism destination image, tourist satisfaction and loyalty. the findings also showed that tourist satisfaction significantly influences tourism destination brand image and do not significantly influences tourist loyalty. finally, the results revealed that tourism destination brand image significantly influences tourist loyalty.