The impact of branding on tourists’ satisfaction and loyalty in Iran

Tourism is one of the largest industries in world and is also emerging in Iran. While the country’s brand is still developing, it is important to investigate how current efforts are working towards ensuring tourists’ satisfaction and positive behavior in terms of intentions to recommend and revisit Iran. This chapter explores how destination brand image, value, awareness, and personality affects satisfaction from the perspective of tourists visiting Iran. The study explores if tourists’ satisfaction impacts their revisit and recommendation intentions in favor of Iran as a future holiday destination. The study results show that branding is a significant determinant of satisfaction and loyalty.