How can social responsibilities contribute to brand equity? Evidences from Isfahan

The present study aims to investigate the effect of tourism destinations' social responsibilities on their brand equity. A questionnaire was used for collecting the research data. A sample of 200 tourists who have travelled to Isfahan was selected randomly. A structure equation modelling (SEM) was used to test the hypotheses. Findings revealed that tourism destination social responsibilities affect tourism destination awareness, perceived value, perceived quality, image, and loyalty significantly; perceived quality affects tourism destination image significantly. Moreover, findings revealed that tourism destination awareness, perceived value, perceived quality and image have a significant effect on tourist loyalty. The study provides fresh insight to marketing managers of tourism destinations.