تبیین و تحلیل مؤلفه‌های ارزش ویژه برند بر توسعه گردشگری روستای مصر

Extend Abstract

Introduction

Destination branding has become one of the most captivating and controversial topics in tourism marketing today. Strong and valuable destination brands play a crucial role in attracting tourists, investments, and renowned tourism companies. Consequently, many tourist destinations have organized their marketing efforts to further develop their destination brands. This issue gained prominence when tourism industry decision-makers realized that many destinations attract attention due to the initial mental image they create in people’s minds. Building and enhancing a destination’s brand is vital for its long-term success. Therefore, destination marketing experts and managers should strive to create and strengthen destination brands to increase their share of the revenues and other benefits in this rapidly expanding global industry. A destination brand provides tourists with information before their journey, helping to identify and define the destination, distinguish it from competitors, and shape tourists' expectations of their upcoming experience.

Methodology

The present study is applied in terms of its objective, descriptive-analytical in nature and method, and mixed-method (quantitative-qualitative) regarding the data used. The qualitative section involved content analysis of previous studies alongside unstructured interviews with experts to identify the key components influencing brand equity in the development of tourism in Mesr Village. The quantitative section assessed the status of each identified indicator in the studied area using a questionnaire as the research instrument. The statistical population of this study consisted of tourists and tourism stakeholders in Mesr Village. Data collection was conducted through both documentary and field methods. The library research drew on books, theses, articles, and domestic and international websites, while field data were gathered through interviews and questionnaires using a Likert scale. Based on Klein’s theory (1990), the minimum acceptable sample size for structural equation modeling is 200 samples, and for descriptive-survey research, completing at least 100 questionnaires is sufficient. Therefore, to enhance research accuracy, a sample size of 360 was considered, and an equal number of questionnaires were completed by tourists and tourism stakeholders in Mesr Village. Data analysis was performed after coding, using SPSS 25 and AMOS 24 software, both part of the structural equation modeling suite.



Results and Discussion

Various studies in the field of branding and tourism, particularly in rural destinations, have shown that brand equity components have a significant impact on attracting tourists and developing tourism. In this regard, branding in rural destinations is considered a tool for strengthening the local economy and attracting tourists. This research specifically analyzes and explains the brand equity components in the tourism development of Mesr Village. The findings identify components such as brand awareness, brand image, service quality, and brand loyalty as key factors, each of which directly or indirectly influences tourist attraction and tourism development in this village.

Brand awareness and brand image have been highlighted as primary components in many previous studies. These components not only enhance the destination’s recognition among tourists but also influence the emotional connection and cognitive perception of tourists toward the destination. In Mesr Village, enhancing these components through proper and continuous brand promotion in the media and through advertising methods can significantly increase visits to this area.

Service quality and tourist satisfaction have also been recognized as crucial components in the tourism development of Mesr Village. This study shows that delivering high-quality services and meeting tourists' expectations can lead to increased satisfaction and, ultimately, brand loyalty. Tourist satisfaction not only encourages repeat visits to the destination but also helps attract new tourists through word-of-mouth advertising.

Brand loyalty was another important component identified in this study, which, based on previous research and the findings of this study, has been introduced as an influential factor in re-attracting tourists. Brand loyalty can be strengthened through positive and consistent tourist experiences in Mesr Village, laying the groundwork for long-term relationships with tourists.

Compared to previous research, this study places particular emphasis on the indigenous and local components of Mesr Village as tools for strengthening the destination’s brand. Utilizing the region's unique natural and cultural features, such as historical, cultural, and natural attractions, can distinguish the village's brand and attract more tourists. While other studies have primarily focused on general branding components, this research specifically emphasizes the village’s unique characteristics, presenting them as tools for creating differentiation in the tourism market.

The findings of this study specifically underscore the importance of brand equity components in attracting tourists and developing tourism in Mesr Village. These findings reveal notable similarities and differences compared to previous studies, particularly in the context of branding rural and urban tourism destinations.



Conclusion

The conclusion of this study indicates that for the successful branding of Mesr Village and attracting more tourists, it is essential to strengthen brand equity components such as brand awareness, brand image, service quality, and brand loyalty. Additionally, paying attention to the village's unique local and indigenous characteristics can be particularly effective in enhancing brand identity and attracting new tourists. Therefore, it is recommended that policymakers and tourism authorities in Mesr Village design and implement action plans to enhance these components. These plans should include strategies for improving service quality, increasing brand awareness, and creating a positive and appealing image of Mesr Village in tourists' minds.

Ultimately, focusing on brand equity components in the development of Mesr Village's tourism can serve as an effective strategy for boosting tourist attraction and strengthening the region’s economy. Besides analyzing general branding components, this study highlights the importance of leveraging the village's unique and indigenous features as tools for successful branding — an aspect that has received less attention in many previous studies.



Funding

There is no funding support.



Authors’ Contribution

Authors contributed equally to the conceptualization and writing of the article. All of the Authors approved the content of the manuscript and agreed on all aspects of the work declaration

Of competing interest none.



Conflict of Interest

Authors declared no conflict of interest.



Acknowledgments

We are grateful to all the scientific consultants of this paper