Iranian sport tourism destinations brand equity from the sport tourists perspective

ABSTRACT: purpose of this study was evaluation of Iranian sport tourism destinations brand equity from the sport tourist’s perspective. Statistical Society were 576 demostic and foreign customers and sport tourists. We use of researcher based questionnaire with high validity and reliability (? = 0.83). For data analysis were used descriptive statistics and inferential( One sample t-test). Statistical calculations were performed using SPSS 18 software( p ? 0.05). The results showed that the average dimension of awareness, perceived quality and loyalty in the out the 95% confidence level, is less than 3 and the difference of the mean is negative. But in the average dimension of destinations image in the out of the 95% confidence level, is greater than 3 and the difference of the mean is positive. Overall, customers and sport tourists was not loyal to Iranian sport events and sport tourism.