International Science Community Association Research Journal of Recent Sciences 2277 - 2502 3 10 2014 October 2 An empirical Investigation to Effects of Brand Equity indicators on Tourist Attraction to Create tourism loyalty in order to Develop Tourism Industry of Guilan province 36 47 EN A. Kiran 1 Department of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science andTechnology, (SZABIST) Islamabad Campus, PAKISTAN Khan M.A. 2 Hemmatipour Mohammad 1 Islamic Azad University, Germi branch, Ardabil, IRAN Javidzade HamidReza 2 Germi Branch, Ardabil, IRAN Fani Reza 3 Khosrotabar Azadeh 1 Shiraz University, IRAN Fakhrahmad SeyedMostafa 2 S. Fazelian 1 Health Care Center, Kermanshah University of Medical Sciences, Kermanshah, IRAN N. Namazi 2 Research Committee, Faculty of Nutrition, Tabriz University of Medical Science, Tabriz, IRAN J. Heshmati 3 Jafari Hamed 1 Master of Physical Education and Sports Science, Islamshahr Branch, Islamic Azad University, Tehran, IRAN Hadavi SeyedehFarideh 2 Islamshahr Branch, Islamic Azad University, Tehran, IRAN Vashmehsaraei MehrshadNasiri 1 Master of Executive Management, Alborz, IRAN Vahedi Elham 2 Department of Executive Master of Business Administration, Alborz, IRAN Shirian Abbas 3 Department of Management and Global Economy, Instroct Scientific Applied Training Center, Tehran, IRAN > Research Paper 2013 11 15 2014 October 2 In recent years, numerous studies have been done about branding and identifying constituent components of products brand equity. While, a few research can be found that the scope of their activities are related to tourism destinations brand. Strong brand of a regional tourism creates an identity for it. Greater value will achieve due to destination name, if formed identity in mind of tourists associate with more positive. Therefore, in this research, the relationship between the indicators of brand equity (including: brand awareness, brand Image, perceived quality, and brand loyalty) in point view of Konecnik and Gartner, attraction of tourist and tourism loyalty was measured. The questionnaires were distributed among 384 tourists in the province of Guilan. Path analysis and confirmatory factor analysis (CFA) method were used to test data and model of research. The results showed that attraction of tourist and brand Image have the greatest effect on tourism loyalty. Copyright@ International Science Community Association