Brand equivalence in the basis of destinations: An application in the highlands of Eastern Black Sea region concerning brand equivalence of eco tourism

The aim of this research is to survey the brand equivalence perception of eco-tourists about the highlands in sea coast of Eastern Black Sea region. In this research the elements of David Aaker?s brand equivalence model were adapted to destination brands. These elements are destination brand connotation, destination brand awareness, perceived quality of destination brand and destination brand loyalty. Different dimensions of destination brand elements are surveyed according to the perceived equivalence in terms of eco-tourism of the highlands. The main mass of the research is eco-tourists that visited the six highlands of Eastern Black Sea Region in 2009 summer. These six highlands are; Artvin ? Hopa ? Kafkasör Highland and Tourism Center, Rize ? Çamlıhemşin ? Ayder Highland and Tourism Center, Gümüşhane ? Torul ? Zigana Platea and Tourism Center, Giresun ? Bulancak ? Bektaş Highland and Tourism Center and Ordu ? Aybastı ? Perşembe Highland and Tourism Center. 540 tourists were selected from this main mass according to easy sample selection method. 90 surveys were made in each highland and 385 surveys were used in statistical analysis.