Investigating the role of brand image in touristm brand equity of Isfahan from the perspective of domestic tourists

Document Type : Original Article


1 Ph.D. Student, Department of Geography and Urban Planning, Faculty of Geographical Sciences and Planning, University of Isfahan, Isfahan, Iran;

2 Associate Professor, Department of Geography and Urban Planning, Faculty of Geographical Sciences and Planning, University of Isfahan, Isfahan, Iran


Tourism is one of the fastest growing and dynamic industries in the world. Destination branding is a means to obtain competitive advantages, highlighting and differentiating destinations and companies from their competitors. A strong and lasting image in the tourist mind of the tourism destination can lead to the creation of a tourism brand.The current research examines the factors influencing brand equity of Isfahan tourism from the perspective of domestic tourists by emphasizing the brand's image. The statistical population comprises the total number of domestic tourists in Isfahan in the period from August to November 2019. The data collection instrument is a questionnaire, the data analysis is carried out by using Amos 23 software; moreover, the method of factor analysis is confirmatory. The results of the study show that the factor loading of categories related to the whole brand equity of Isfahan tourism questionnaire are in a relatively favorable condition. In other words, the correlation of the total brand equity of Isfahan tourism with the factors related to this average variable is high. In addition, the coefficient between brand image and Isfahan brand equity shows that it has had the greatest impact on Isfahan brand equity. Moreover, the three components of brand awareness, perceived quality and brand loyalty are in the second rank since there are no significant differences between them. Isfahan brand image is the main factor in the Brand equity of Isfahan tourism brand. Isfahan historical landscape is the highest evaluated item in Isfahan brand image.


ایمانی خوشخو، محمدحسین و ایوبی یزدی، حمید (1389). عوامل مؤثر بر ارزش ویژه برند در مقصد گردشگری شهر یزد. مطالعات جهانگردی (مطالعات گردشگری)، 5(13)، 113-138.
ساروخانی، باقر (1393). روش‏های تحقیق در علوم اجتماعی: اصول و مبانی. تهران: پژوهشگاه علوم انسانی و مطالعات فرهنگی.
صنایعی، علی و مولایی، احمدرضا (1391). برندسازی در مقاصد گردشگری. شیراز: پایگاه استنادی علوم جهان اسلام، نامه پارسی.
غفاری، محمد، عباسی، احمد و کنجکاو منفرد، امیررضا (1397). نقش تجربه گردشگر در بهبود تصویر ذهنی مقصد گردشگری اصفهان. گردشگری و توسعه، 7(2)، 97-112.
لزگی، انسیه و صیامی، قدیر (1396). تبیین مؤلفه‌های برندینگ شهری با تأکید بر ابعاد اقتصادی آن؛ نمونۀ موردی: کلان‌شهر مشهد. تحقیقات جغرافیایی، 32(3)، 152-162.
یزدان‌پناه شاه‌آبادی، محمدرضا، سجادزاده، حسن و رفیعیان، مجتبی (1398). تبیین مدل مفهومی برند مکان: مروری بر ادبیات نظری. باغ نظر، 16(71)، 19-34.
Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219–231.
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists' travel intention. Journal of Destination Marketing Management, 12, 1–11.
Chen, H., & Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26, 153–163.
Dedeoğlu, B. B., Van Niekerk, M., Weinland, J., & Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal Destination Marketing Management, 11, 211–230.
Dinnie, K. (2011). City Branding: Theory and Cases. Palgrave Macmillan. London. pp. 3-14.
Duman, T., Ozbal, O., & Duerod, M. (2018). The role of affective factors on brand resonance: Measuring customer-based brand equity for the Sarajevo brand. Journal of Destinational Marketing & Management, 8, 359-372.
Fu, X. (2019). Existential authenticity and destination loyalty: Evidence from heritage tourists. Journal of Destination Marketing Management, 12, 84–94.
Kani, Y., Aziz, Y. A., Sambasivan, M., & Bojei, J. (2017). Antecedence and outcome of destination image of Malaysia. Journal of Hospitality and Tourism Managementm, 32, 89-98.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Kladou, S., Kavaratzis, M., Rigopoulou, I., & Salonika, E. (2017). The role of brand elements in destination branding. Journal of Destination Marketing Management, 6(4), 426–435.
Konecnik, M., & Garner, W. C. (2007). Customer-Based Brand Equity for a Destination. Journal of Tourism Research, 34(2), 400-421.
Kovács, Z., & Musterd, S. (2013). The importance of places and place branding. Place-making and policies for competitive cities. 97-104. Oxford. Wiley & Sons Ltd.
Lai, W. H., & Vinh, N. Q. (2012). A Study of Analyzing the Selection of Promotion Activities and Destination Attributes in Tourism Industry in Vietnam from the Perspective of Tourism Industrial Service Network (TISN). International Journal of Social and Human Sciences, 6, 330-336.
Pike, S., & Page, S. J. (2014). Destination marketing organizations and destination marketing: A narrative of the literature. Tourism Management, 41, 202-227.
Isa, S. M., Ariyanto, H. H., & Kiumarsi, S. (2020). The effect of place attachment on visitors’ revisit intentions: evidence from Batam. Journal of Tourism Geographies, 22(1), 51-82.
Sharifsamet, S., Jin, H. S., & Martin, B. (2020). Marketing destinations: the impact of destination personality on consumer attitude. Journal of Strategic Marketing, 28(1), 60-69.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78.
Wu, C. W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219.
Yang, S., Isa, S. M., Ramayah, T., Blanes, R., & Kiumarsi, S. (2020). The Effects of Destination Brand Personality on Chinese tourists’ Revisit Intention to Glasgow: An Examination across Gender. Journal of International Consumer Marketing, 31, 1-18.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Zeithaml, V. A. (1998). Consumer perception of price, quality and value: a means-end model and syntheses of evidence. Journal of Marketing, 52(3), 2-22.
Zenker, S., Braun, E., & Petersen, S. (2017). Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors. Tourism Management, 58, 15-27
Zhang, X., Chen, Z., & Jin, H. (2020). The effect of tourists’ autobiographical memory on revisit intention: does nostalgia promote revisiting?. Asia Pacific Journal of Tourism Research, 26(2), 147-166.