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Destination branding and visitor loyalty: The case of agrotourism

Author

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  • Christou, Evangelos
  • Chatzigeorgiou, Chryssoula
  • Simeli, Ioanna

Abstract

It has been established that strong destination brands are important in the agrotourism industry. Agrotourism brands provide the link between visitors and the agrotourism firms and destination, and tourists may or may not develop a degree of loyalty to relevant brands. The present study suggests that confidence in an agrotourism brand has high influence in development of brand loyalty. Based on hypotheses developed, confidence in an agrotourism brand is influenced by brand characteristics, agrotourism company characteristics and visitor characteristics. The present survey took place in Greece and examined the attitudes of visitors in agrotourism firms at the island of Lesvos. Survey results demonstrate that agrotourism firm brand characteristics appear more important in their impact on a visitor’s confidence in a brand. It was also established that confidence in a brand is positively influencing loyalty. Recommendations are developed for agrotourism marketers in relation to building and maintaining visitor confidence in a brand.

Suggested Citation

  • Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," MPRA Paper 98791, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:98791
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    References listed on IDEAS

    as
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    21. Martins, Marco, 2016. "Gastronomic tourism and the creative economy," MPRA Paper 87883, University Library of Munich, Germany.
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    Cited by:

    1. Gartner, Simone & Nicholson, Alexander & Christou, Eleftherios, 2020. "Tourism marketing and distribution through social media: Assessing business economic performance," MPRA Paper 99194, University Library of Munich, Germany.
    2. Nikolaos Apostolopoulos & Panagiotis Liargovas & Stavros Stavroyiannis & Ilias Makris & Sotiris Apostolopoulos & Dimitrios Petropoulos & Eleni Anastasopoulou, 2020. "Sustaining Rural Areas, Rural Tourism Enterprises and EU Development Policies: A Multi-Layer Conceptualisation of the Obstacles in Greece," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    3. 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.
    4. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    5. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," MPRA Paper 98793, University Library of Munich, Germany.
    6. Nechoud, Lamia & Ghidouche, Faouzi & Seraphin, Hugues, 2021. "The influence of eWOM credibility on visit intention: An integrative moderated mediation model," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 54-63.
    7. Bonarou, Christina, 2021. "The poetics of travel through unravelling visual representations on postcards: A critical semiotics analysis," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 44-53.
    8. Salah, Marwa & Abou-Shouk, Mohamed A., 2019. "The effect of customer relationship management practices on airline customer loyalty," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 5(2), pages 11-19.
    9. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," EconStor Conference Papers 215864, ZBW - Leibniz Information Centre for Economics.
    10. Mugobi, Thereza & Mlozi, Shogo, 2021. "The impact of external factors on ICT usage practices at UNESCO World Heritage Sites," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 3-12.
    11. Christou, Evangelos & Chatzigeorgiou, Chryssoula, 2019. "Industrial placement in hospitality management education: Students’ experiences and development of skills," MPRA Paper 98794, University Library of Munich, Germany.
    12. Milwood, Pauline A. & Crick, Anne P., 2021. "Culinary tourism and post-pandemic travel: Ecosystem responses to an external shock," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 23-32.
    13. Longman, John & Williams, Timothy, 2020. "Tourism destination branding through advertising strategies," MPRA Paper 99367, University Library of Munich, Germany.

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    More about this item

    Keywords

    agrotourism; destination branding; brand loyalty; brand confidence;
    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
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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