Prioritization of the Components of Brand Equity from theView Point of Domestic Tourists

This research is focused on the prioritization of the brand equity components from the domestic tourists’ perspectives.The brand equity of tourism destination is defined as total properties (or debts) of the brand in relation with name and symbol of the destination that makes changes in the value of services and experiences acquired there. In the present study, the brand equity of Ramsar Towship destination was evaluated using Konknik and Ruzir model. This research is a questionnaire based survey. Statistical population consists of tourists who were accessible in the tourists’ gathering places, in the 1392 New Year holiday period. Confirmatory factor analysis is employed for analysis of the data. The results demonstrated that in addition to brand image, brand loyalty, perceived quality and brand awareness, directly affect the brand equity in Ramsar. In terms of importance, brand loyalty is considered the most effective factor.