bandar Abbas city is a suitable platform for sports tourism, especially in the cold seasons of the year, as well as
water sports due to its geographical location and natural features; but so far it has not been successful in this regard.
Having a successful sports t More
bandar Abbas city is a suitable platform for sports tourism, especially in the cold seasons of the year, as well as
water sports due to its geographical location and natural features; but so far it has not been successful in this regard.
Having a successful sports tourism brand can be very effective in increasing the competitive advantage of the destination,
attracting sports tourists and thus increasing revenues from the sports tourism industry, economic prosperity and
preventing migration of residents. By examining the brand equity, the nature of the destination can be identified and a
general framework can be provided to the managers and marketing professionals of that destination that can measure the
effectiveness of the brand of that destination. Therefore, the purpose of this study was to investigate the factors affecting
the special value of the brand of sports tourism destination in Bandar Abbas city. The statistical population of the study
included all sports tourists (sports and sports science events) from October to March 2019 in Bandar Abbas city. The
sample size was 108 people who were selected by convenience sampling method. The data collection tool was a
questionnaire and the data obtained through structural equations and partial least squares method were analyzed using
SPSS and smart pls software. Findings from the study show that brand awareness, brand image and perceived quality
have a positive and significant effect on brand equity and brand image, perceived value and brand equity have a positive
and significant effect on brand loyalty. Brand awareness has the greatest impact on brand equity and brand equity has
the greatest impact on brand loyalty but perceived quality has not had a significant effect on brand loyalty.
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