Fourth International Conference on Tourism and Leisure Studies

Abstract

The purpose of this study was to investigating the regression model between brand strength of selected ski resort in Tehran and tourists loyalty. Research population was consisted of the tourists of ski resorts, and samples were selected randomly. Through 350 dispensed questionnaire, 340 of them were investigative. The data was collected by two researcher-made questionnaire, which consisted of 23 index and 5 sub-index (brand equity, brand identity, brand image, brand development, and brand personality) for brand strength (α =0/859), and 10 index and 3 sub-index (intention to return, intention to recommend, and intention to show the loyalty) for customer of tourists resorts (α =0/814), were based on Likert from (5) strongly agree to (1) strongly disagree. Date was analyzed by confirmatory factor analysis (CFA), multiple regression, Pearson correlation coefficient, SPSS, and LISREL. There was a significant relationship between brand strength and loyalty of tourist resorts customers (P˂0.01), which the most relationship showed between brand equity and intention to return (r=0.6), and the least was between brand image and intention to show loyalty (r=0.22). Multiple regression coefficient between brand strength and loyalty of tourist resorts customers was significant (P˂0.01) and loyalty of tourist resorts customers was estimated approximately 54% of brand strength. According to the result the model was fitted with data.