The evaluation of resources and motivations on urban destination brand equity: role of co-creation value (a case study in Yazd domestic tourists)

Tourism is an industry that can develop the economy of any province. Therefore, this industry can be developed with an efficient planning. Accordingly, the purpose of this study is to investigate the effect of resources and motivations of tourists on the brand equity of tourism destination with regard to the role of value co-creation behavior of domestic tourists in Yazd. The present research is applied method in terms of purpose and in terms of research method is descriptive in which data were collected by using a questionnaire and survey method. The reliability of the questionnaire was evaluated and confirmed based on Cronbach's alpha coefficient. In order to check the validity of the questionnaire, the factor loading and AVE values were calculated, which indicated the validity of the research tool. The population of this study is domestic tourists in Yazd and available nonrandom sampling method was used and 100 acceptable samples were collected. Structural equation modeling was used to analyze the data and collected data were analyzed by SPSS 19.0 and Smart PLS software. The findings reveal customers’ resources and their motivation, by the mediating role of customer value creation behavior has a positive and significant effect on the brand equity of the tourism destination directly and indirectly.