IDEAS home Printed from https://ideas.repec.org/a/zbw/espost/215865.html
   My bibliography  Save this article

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

Author

Listed:
  • Chatzigeorgiou, Chryssoula
  • Christou, Evangelos

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.

Suggested Citation

  • Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor loyalty: Evidence from mature tourism destinations in Greece," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 11(5), pages 102-120.
  • Handle: RePEc:zbw:espost:215865
    DOI: 10.5281/zenodo.3756995
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/215865/1/dest-branding.pdf
    Download Restriction: no

    File URL: https://libkey.io/10.5281/zenodo.3756995?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Hosany, Sameer & Ekinci, Yuksel & Uysal, Muzaffer, 2006. "Destination image and destination personality: An application of branding theories to tourism places," Journal of Business Research, Elsevier, vol. 59(5), pages 638-642, May.
    2. Liu, Hui-Chi (Rio) & Jing, Pu-Han (Anderson) & Chiu, Yu-Yin (Joe), 2015. "Investigating wedding quality characteristics: Evidence from Kaohsiung," MPRA Paper 77407, University Library of Munich, Germany, revised 16 Sep 2015.
    3. Martins, Marco, 2016. "Gastronomic tourism and the creative economy," MPRA Paper 87883, University Library of Munich, Germany.
    4. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
    5. de Almeida Ramos, George Manuel & Fernandes, João Luís Jesus, 2015. "Tourism territories in low density areas: The case of Naturtejo geopark in Portugal," MPRA Paper 77448, University Library of Munich, Germany, revised 22 Mar 2016.
    6. Ekinci, Yuksel & Sirakaya-Turk, Ercan & Preciado, Sandra, 2013. "Symbolic consumption of tourism destination brands," Journal of Business Research, Elsevier, vol. 66(6), pages 711-718.
    7. Gómez, Mar & Lopez, Carmen & Molina, Arturo, 2015. "A model of tourism destination brand equity: The case of wine tourism destinations in Spain," Tourism Management, Elsevier, vol. 51(C), pages 210-222.
    8. Revilla Hernández, Mercedes & Santana Talavera, Agustín & Parra López, Eduardo, 2016. "Effects of co-creation in a tourism destination brand image through twitter," MPRA Paper 77595, University Library of Munich, Germany, revised 21 Nov 2016.
    9. Költringer, Clemens & Dickinger, Astrid, 2015. "Analyzing destination branding and image from online sources: A web content mining approach," Journal of Business Research, Elsevier, vol. 68(9), pages 1836-1843.
    10. Zafiropoulos, Kostas & Vrana, Vasiliki & Antoniadis, Konstantinos, 2015. "Use of twitter and Facebook by top European museums," MPRA Paper 77408, University Library of Munich, Germany, revised 07 Nov 2015.
    11. Valeri, Marco, 2015. "Networking and cooperation practices in the Italian tourism business," MPRA Paper 77465, University Library of Munich, Germany, revised 28 Apr 2016.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor brand loyalty: Evidence from mature tourism destinations in Greece," MPRA Paper 93897, University Library of Munich, Germany.
    2. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," MPRA Paper 93933, University Library of Munich, Germany.
    3. Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2017. "Perception of service quality in agrotourism accommodations: Impact on guest loyalty and re-visit intentions," MPRA Paper 87914, University Library of Munich, Germany.
    4. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    5. Huang, Tzu-Wei (Arwen) & Tseng, Wan-Yu (Quentina) & Lin, Jing-Yao (Jerry) & Tay, Ching-Xiong (Dennis), 2017. "Investigating casino event management integration: The case of East and South Asia casinos," MPRA Paper 87915, University Library of Munich, Germany.
    6. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," MPRA Paper 98791, University Library of Munich, Germany.
    7. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.
    8. Assumpcio Huertas & Estela Marine-Roig, 2016. "User reactions to destination brand contents in social media," Information Technology & Tourism, Springer, vol. 15(4), pages 291-315, January.
    9. Revilla Hernández, Mercedes & Santana Talavera, Agustín & Parra López, Eduardo, 2016. "Effects of co-creation in a tourism destination brand image through twitter," MPRA Paper 77595, University Library of Munich, Germany, revised 21 Nov 2016.
    10. Cecilia Pasquinelli & Mariapina Trunfio & Nicola Bellini & Simona Rossi, 2021. "Sustainability in Overtouristified Cities? A Social Media Insight into Italian Branding Responses to Covid-19 Crisis," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    11. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    12. Steven Chen & Eric Shih, 2019. "City branding through cinema: the case of postcolonial Hong Kong," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 505-521, September.
    13. Almeyda-Ibáñez, Marta & George, Babu P., 2017. "The evolution of destination branding: A review of branding literature in tourism," MPRA Paper 87884, University Library of Munich, Germany.
    14. Astrid Dickinger & Lidija Lalicic, 2016. "An analysis of destination brand personality and emotions: a comparison study," Information Technology & Tourism, Springer, vol. 15(4), pages 317-340, January.
    15. Temperini, Valerio & Gregori, Gian Luca & Pizzichini, Lucia, 2019. "E-learning as a marketing tool for Tour Operators. The ‘Go Academy’ case study," MPRA Paper 94075, University Library of Munich, Germany.
    16. Stylos, Nikolaos & Vassiliadis, Chris A. & Bellou, Victoria & Andronikidis, Andreas, 2016. "Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination," Tourism Management, Elsevier, vol. 53(C), pages 40-60.
    17. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    18. Cheon Yu & Yun Seop Hwang, 2019. "Do the Social Responsibility Efforts of the Destination Affect the Loyalty of Tourists?," Sustainability, MDPI, vol. 11(7), pages 1-17, April.
    19. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    20. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.

    More about this item

    Keywords

    tourism marketing; destination branding; brand loyalty;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:espost:215865. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/zbwkide.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.