The destination brand identity is a strategic perspective to determine how the destination brand is chiefly perceived by tourists. Consequently, the current study has been compiled to identify the destination brand identity model in Mashhad. Survey research strategy and research method are quantitative. The statistical population of the study is all citizens of Mashhad, which according to the 2016 census, was 3,062,242. The statistical sample was obtained by stratified random sampling method proportional to the volume. 384 people were selected via the Morgan table. The research tool includes a researcher-made questionnaire that includes 39 questions or items. To analyze the data of this research, PLS structural equation software has been used. Findings of the research in the destination brand identity model of Mashhad include 2 categories of destination brand identity (hard criteria) and destination brand identity (soft criteria) with 5 components. The data showed that the model has the necessary validity
