Tayebeh Nikraftar - Associate Professor, Entrepreneurship Faculty, University of Tehran, Tehran, Iran

The purpose of this research is to investigate the factors that affect the brand credibility in five -star hotels. Five factors were identified that affect brand credibility based on the literature review. The structural equation model was used. The statistical population of this research includes all the guests of ۵-star hotels in Iran. Due to the size of the population is unknown, Cochran's formula was used to determine the sample size. The sample size under investigation is ۳۸۰ tourists who stayed in a five-star hotel. The research questionnaire was distributed among this number. The data was analyzed by using PLS software. The results of the research show that the quality of the rooms and facilities has a significant effect on the credibility of the brand name.

Hotel, Tourists, Brand Credibility