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

Chryssoula Chatzigeorgiou and Evangelos Christou

MPRA Paper from University Library of Munich, Germany

Abstract: 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.

Keywords: destination branding; visitor brand loyalty; destination marketing; mature destinations; Greece (search for similar items in EconPapers)
JEL-codes: L83 M1 M31 O1 (search for similar items in EconPapers)
Date: 2016-12-20
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (38)

Published in Tourismos: An International Multidisciplinary Journal of Tourism 5.11(2016): pp. 102-123

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:93897

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