How can social responsibilities contribute to brand equity? Evidences from Isfahan
by Mohammad Ghaffari; Amir Reza Konjkav Monfared
Middle East J. of Management (MEJM), Vol. 8, No. 5, 2021

Abstract: The present study aims to investigate the effect of tourism destinations' social responsibilities on their brand equity. A questionnaire was used for collecting the research data. A sample of 200 tourists who have travelled to Isfahan was selected randomly. A structure equation modelling (SEM) was used to test the hypotheses. Findings revealed that tourism destination social responsibilities affect tourism destination awareness, perceived value, perceived quality, image, and loyalty significantly; perceived quality affects tourism destination image significantly. Moreover, findings revealed that tourism destination awareness, perceived value, perceived quality and image have a significant effect on tourist loyalty. The study provides fresh insight to marketing managers of tourism destinations.

Online publication date: Fri, 10-Sep-2021

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