Determinants of loyalty in destination branding: perspective from supply side

Emmanuel Chao

Cogent Business & Management, 2024, vol. 11, issue 1, 2322777

Abstract: The Tourism sector has become increasingly competitive globally, and destination branding has emerged as one of the strategic tools for establishing a competitive edge. This study attempted to discover the determinants of loyalty in destination branding from the supply side perspective. This study was conducted in the Tanzania mainland using a cross-sectional survey research design and data were collected data from 302 respondents. The results were analyzed using Structural Equation Modelling. The findings unveiled that local residents’ engagement has a positive influence on loyalty towards destination branding when mediated with destination identification. The findings have also shown that when local residents develop strong identification towards the destination, they tend to express commitment to destination branding.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2024.2322777 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2322777

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2024.2322777

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().