THE EFFECT OF DESTINATION BRAND PERSONALITY ON REVISITING IN DESTINATION MARKETING: THE CASE OF BOZCAADA

Mehmet Sariyildiz () and Murat Aksu ()
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Mehmet Sariyildiz: ÇANAKKALE ONSEKİZ MART ÜNİVERSİTESİ
Murat Aksu: Çanakkale Onsekiz Mart Üniversitesi

Eurasian Business & Economics Journal, 2025, vol. 40, issue 40, 62-80

Abstract: This study was prepared to examine the relationship between Bozcaada brand personality and its effect on revisit, which is the behavioral intention, within the scope of destination marketing. The aim of the research is to examine the effect of destination brand personality on behavioral intention by evaluating Bozcaada within the scope of destination marketing and to contribute to the literature on the combination of tourism, destination brand personality and behavioral intention (repeat visit). In the study, respectively; The definition, type and elements of the destination, destination life cycle, brand personality and dimensions, as well as studies on destination marketing and brand personality were mentioned and theoretical issues were discussed by conducting a literature review on the relevant subjects. Then, the relationship between brand personality and behavioral intention to revisit in the literature and the relationship between destination brand personality and behavioral intention to revisit, which is the main subject of the study, were touched upon, thus laying the groundwork for the application part of the study. In the application part of the study, the effect of brand personality on tourists' behavioral intentions was examined by determining the personality structure of Bozcaada. Survey technique was used as a means of collecting research data. Survey forms containing questions about Bozcaada brand personality and behavioral intention towards Bozcaada were filled in by 376 tourist participants who lived in different regions and visited Bozcaada at least once. In the research, survey application based on convenience sampling method was preferred as the data collection tool and 376 surveys out of 390 surveys obtained were found suitable for analysis. In order to evaluate the data obtained from the questionnaire forms completed by the tourists who participated in the survey, firstly the reliability test, then the explanatory factor (EFA) and confirmatory factor analysis were performed, and after the brand personality factors were determined, the analysis was made according to the regression and correlation model.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eas:buseco:v:40:y:2025:i:40:p:62-80

DOI: 10.17740/eas.econ.2025-V40-04

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