نوع مقاله : مقاله علمی -پژوهشی کاربردی
1 استادیار دانشگاه فنی و حرفه ای، دانشکده فنی ملاصدرا، رامسر، ایران
2 دانشجوی رشته طراحی شهری، دانشگاه کسری، رامسر، ایران
عنوان مقاله [English]
The tourism industry, as a dynamic industry, is an important part of the economic and productive activities of countries. Meanwhile, destination branding has become one of the most important topics in the field of place marketing and tourism marketing. The equity value of a tourist destination brand is the sum of the brand's assets (or liabilities) in relation to the name and symbol of the tourist destination, which causes changes in the value of the services and experiences provided there. Due to the importance of this issue, in this study, we evaluated and prioritized tourist destinations based on brand equity from the perspective of tourists in the cities of Guilan province. The research method is descriptive-analytical. The study population is all tourists in the cities of Gilan province, which was selected by random sampling of 380 people in the whole province and collected data through a questionnaire of variables such as mental image, awareness, perceived quality and finally loyalty to the destination brand. Took. To analyze the obtained data, first all items were weighted using the hierarchical Fuller triangle model, in the next step, using the Oreste model, the cities of Gilan province were ranked based on the brand equity from the tourists' point of view. . The results show the higher value of the tourism brand of Bandar Anzali, Fooman, Rasht and Astara counties and the unfavorable situation of Amlash, Rezvanshahr and Soomehsara counties.