How Can Social Responsibilities Contribute to Brand Equity: Evidences from Isfahan City (Published)
Currently, tourism destinations differentiate themselves from other competitors through different factors such as social responsibilities. The reason is that doing social responsibilities results in many considerable outcomes such as tourist satisfaction, loyalty, and etc. This is why the present study aims to investigate the effect of tourism destinations social responsibilities on their brand equity. This study is practical and descriptive research from research goal and methodology perspectives respectively. The statistical population of this study includes foreign tourists who have traveled to Isfahan in the third season of 2016 and also have visited Naghshe Jahan Square in this city. A sample of 200 tourists was selected from this population randomly. For more certainty, 210 tourists were surveyed. A researcher-developed questionnaire was used for collecting the research data, which consists of 40 items. The validity and reliability of questionnaire were measured by Content and Construct Validities and Cronbach’s Alpha Coefficient respectively. The results of Content and Construct Validities and Cronbach’s Alpha Coefficient revealed that the questionnaire is a valid and reliable data-collection instrument for our purpose. The research data were summarized and analyzed by using both descriptive and inferential statistics in the SPSS and LISREL respectively. The findings showed that tourism destination social responsibilities affect tourism destination awareness, perceived value, perceived quality, image, and loyalty significantly; perceived value affects tourism destination loyalty significantly; tourism destination image affects tourist loyalty significantly; perceived quality affects tourism destination image and loyalty significantly.
Keywords: Brand Equity, Brand Image, Social Responsibilities, Tourism Destination, brand loyalty