Abstract:

Purpose - This study aims to measure the consumer-based destination brand equality of the Mardin province, which is an important tourist destination in the southeastern Anadolu region, and to determine the impact of the destination brand awareness, destination brand image and quality perceived on the destination brand loyalty. Method - the scan method was used in the research. First, the reliability and validity of the measurement tool used in the measurement of the brand equality components were tried to be secured. The theoretical model suggested by setting a structural model after the validity and reliability analysis of the data collected in November and December 2019 (n:212) was tested. Explanatory and verifying factors have been analyzed to ensure the structure validity of the measurement. As a result of the verifying factor analysis of the measurement model, the approximate and distinctive validity of the scale is provided. Structural model analysis for the test of the hypotheses was carried out. Results - The verifying factor analysis found that the destination brand equality consisted of four dimensions and was verified in the framework of consumer-based brand equality models revealed by Aaker, (1991) and Keller (1993) . As a result of the structural model analysis, the theoretical framework-based hypotheses were supported. When the findings were evaluated, the destination brand awareness, the perception of quality and the destination brand image had a positive impact on the destination brand loyalty. Debate - To create a strong brand, visitors need to know their perceptions of the components of brand equality and to create and monitor marketing and management strategies by destination stakeholders. Offering tourists different and unique experiences beyond what is known can create a strong brand perception by increasing the quality, image and loyalty levels that visitors perceive towards the destination. Research findings provide destination management stakeholders with important information on the contribution that the creation of an effective destination brand equality will make to the destination brand power.