خلاصة:
In the highly competitive tourism industry market, destination marketers seek to increase their brand equity by focusing on key factors known as brand equity dimensions. The degree of correlation between these dimensions causes a tourist's evaluation of one dimension to influence other dimensions, which is of particular importance in the final evaluation of the destination by the tourist. In this regard, the present research seeks to investigate the degree of correlation among customer-oriented brand equity dimensions of the Sareyn tourism destination; in terms of objective, this research is applied, and based on research method, it is descriptive-survey type. Data from 384 researcher-made questionnaires, whose validity was confirmed by experts and whose reliability (Cronbach's alpha) was confirmed for all dimensions, were analyzed using structural equation modeling with SPSS 20 and AMOS 18 software; finally, the research findings indicate a relatively high correlation between all dimensions of the brand equity of the Sareyn tourism destination, but the highest correlation is between quality and perceived value (0.89), and the lowest correlation is between image and perceived brand value (0.53). Therefore, given the importance of these dimensions in tourists' evaluation of Sareyn as a destination, tourism managers and planners in the region must pay more attention to improving these dimensions and increasing the level of satisfaction and, consequently, positive evaluation of this destination's brand by tourists.
ملخص الجهاز:
Data from 384 researcher-made questionnaires, whose validity was confirmed by experts and whose reliability (Cronbach's Alpha) for all confirmed dimensions was verified, were analyzed using structural equation modeling with SPSS 20 and AMOS 18 software; finally, the research findings indicate a relatively high correlation between all dimensions of Surain tourism destination brand equity, but the highest correlation is between quality and perceived value (0.
On the other hand, as Aaker (1991) and Yoo & Donthu (2001) have stated, one of the characteristics of a brand that is necessary for understanding brand equity is that brands have dimensions; and this applies to both product brands and destination brands; consequently, the identification and implementation of these dimensions led to a relatively new set of research studies to discover how these dimensions affect destination brand equity, which ultimately, Boo, Busser & Baloglu (2009), based on the models of Aaker (1991) and Konecnik (2007), termed the dimensions of customer-based destination brand equity as brand awareness, brand image, perceived brand quality, perceived brand equity, and brand loyalty (Gartner & Konecnik, 2011: 4).
Among the results obtained from examining the proposed research model, it showed that destination brand image and perceived quality have a significant and positive effect on destination brand loyalty.
Tabatabaei Nasab and Zarrabkhaneh in 2015, in their research titled "Explaining the Tourism Destination Brand Equity Model," addressed the factors affecting destination brand equity; among the research results was that awareness, image, perceived quality, and destination brand identity have a significant and positive effect on loyalty to the destination brand.
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