This paper is regarded as an applied research in terms of objective and a descriptive survey in terms of data collection. To gather data, a questionnaire with closed questions and five-point Likert scale was used. Data has been analyzed by SPSS software. Geographical scope of this paper is the selected tourists of Shandiz City and Padideh Shandiz. The research time territory is 2013. The statistical universe comprises the region tourists. In this paper, since no complete list of members of the studied population is available and samples are considered based on the researcher vision or a mental criterion, a judgmental sampling method that is among non-probability sampling methods has been used. The main results of this paper indicates that independent variables, i.e. brand awareness, brand image, brand perceived quality, and brand loyalty have a significant relation with brand equity in both tourist destinations. Brand image, brand perceived quality, and brand loyalty have significant relations with brand equity in both tourist destinations and brand awareness has no significant relation with the studied destinations. From tourists and experts’ point of view, brand perceived quality and brand image have an equal rank in these two tourist destinations; while brand awareness and brand loyalty do not have an equal rank. In the other words from Shandiz tourists’ viewpoint, brand perceived quality, brand awareness, brand image, and brand loyalty have the first to fourth ranks, respectively. And from Padideh Shandiz tourist viewpoint, brand perceived quality, brand loyalty, brand image, and brand awareness have the first to fourth ranks, respectively.
Brand equity, brand awareness, brand image, brand perceived quality, brand loyalty
