Developing an island destination brand equity model: the case of Kish Island in Iran

Abstract

The extant tourism literature contains only a limited number of studies that have examined brand equity and its determining factors for an island tourist destination. This paper aims to address this gap by developing a brand equity model in an island destination context from the perspective of both domestic visitors and experts. To this end, a two-stage qualitative and quantitative mixed method was taken into consideration. Applying content analysis and structural equation modeling, the results led to the conclusion that there are six dimensions for island brand equity construct as in the following: familiarity, image, value, quality, loyalty, and cultural and natural assets. According to the total effects, out of the dimensions, the construct of cultural and natural assets had the highest explanatory power. The results offer significant insight into island destination managers and policy makers to tailor their brand-building strategies.