تحليل ارزش ويژه برند يك مقصد بر تمايلات رفتاري گردشگران (مطالعه موردي: روستاهاي هدف گردشگري شهرستان نطنز)

Bran‎d equity is an intangible an‎d subjective concept that refers to the set of tourists’ perceptions, attitudes, an‎d associations toward a destination an‎d reflects the strength an‎d position of the bran‎d in their minds. This concept plays a significant role in differentiating tourism destinations, shaping loyalty, an‎d guiding tourists’ future behaviors. Accordingly, the purpose of the present study is to analyze the effect of destination bran‎d equity on tourists’ behavioral intentions in the target tourism villages of Natanz County, namely Abyaneh an‎d Hanjan. More specifically, this study examines the effects of destination bran‎d image, destination bran‎d awareness, perceived quality, perceived authenticity, an‎d perceived sustainability on tourists’ behavioral intentions, including revisit intention an‎d word-of-mouth communication. In terms of purpose, this research is applied, an‎d in terms of nature, it is descriptive–analytical an‎d conducted using a survey method. The statistical population consisted of tourists visiting the target tourism villages of Natanz County. The sample size was determined as 265 respondents using Cochran’s formula an‎d selec‎ted through convenience sampling. Data were collected using a researcher-made questionnaire, an‎d SPSS an‎d SmartPLS software were employed for data analysis. Descriptive statistics, including percentage an‎d mean, as well as Cronbach’s alpha coefficient, were used to assess descriptive findings an‎d the reliability of the research variables. Furthermore, partial least squares structural equation modeling (PLS-SEM) was applied using SmartPLS to examine the relationships between destination bran‎d equity dimensions an‎d tourists’ behavioral intentions. The findings indicate that destination bran‎d awareness, destination bran‎d image, perceived bran‎d quality, perceived destination authenticity, an‎d perceived sustainability have positive an‎d significant effects on destination bran‎d equity, with destination bran‎d image having the strongest impact. In addition, the results reveal a significant relationship between destination bran‎d equity an‎d tourists’ behavioral intentions, including revisit intention an‎d word-of-mouth communication. Overall, the results suggest that strengthening destination bran‎d equity can play an effective role in improving tourists’ perceptions, increasing loyalty, an‎d enhancing positive future behaviors toward rural tourism destinations. The findings of this study can provide a practical basis for tourism managers, planners, an‎d policymakers to better understan‎d tourist behavior an‎d the factors influencing the formation of destination bran‎d equity, as well as to develop effective strategies for increasing tourist satisfaction, loyalty, an‎d the competitive position of rural tourism destinations.

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