Artikel

Destination branding and visitor loyalty: Evidence from mature tourism destinations in Greece

Destination brands provide the link between visitors and destination management organisations; tourists may or may not develop a degree of loyalty to destinations as brands. This study suggests that trust in a destination brand has high influence in developing loyalty towards the destination. Based on hypotheses developed, trust in a destination as a brand is influenced by brand characteristics, destination characteristics and visitor characteristics. The survey took place in Greece and examined attitudes of past visitors of mature destinations. Survey results demonstrate that destination brand characteristics appear more important in their impact on a visitor’s trust in a brand. It was also found that trust in a destination brand is positively influencing brand loyalty and repeat visitation intentions.

Sprache
Englisch

Erschienen in
Journal: Tourismos: An International Multidisciplinary Journal of Tourism ; ISSN: 1790-8418 ; Volume: 11 ; Year: 2016 ; Issue: 5 ; Pages: 102-120 ; Lesbos: University of the Aegean

Klassifikation
Wirtschaft
Sports; Gambling; Restaurants; Recreation; Tourism
Marketing
Tourism: Marketing and Finance
Thema
tourism marketing
destination branding
brand loyalty

Ereignis
Geistige Schöpfung
(wer)
Chatzigeorgiou, Chryssoula
Christou, Evangelos
Ereignis
Veröffentlichung
(wer)
University of the Aegean
(wo)
Lesbos
(wann)
2016

DOI
doi:10.5281/zenodo.3756995
Handle
Letzte Aktualisierung
10.03.2025, 11:44 MEZ

Datenpartner

Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.

Objekttyp

  • Artikel

Beteiligte

  • Chatzigeorgiou, Chryssoula
  • Christou, Evangelos
  • University of the Aegean

Entstanden

  • 2016

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