Analyzing the Relationship Between Brand Image and Brand Loyalty In Tourism Sector: The Case of Kyrenia

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Number of pages: 756-768
Year-Number: 2019-19

Abstract

Marketing for a tourism destination brand entails its own specific strategies and techniques, although the basic concepts of brand equity for a destination is not far from applying branding of any other goods or services. This study analyzes and tackles the marketing issues of a destination by evaluating the consumer’s perception of a tourist destination called Kyrenia in the Mediterranean region. Consumer’s perception of the brand image will lead to consumer brand loyalty, specifically in a service industry such as tourism where loyalty is a key issue to the success of any tourist destination. How tourists evaluate a destination’s overall performance and properties through actually being present at the destination t, and their perceived image matching their expectations prior to their visit; leads to a judgment which creates brand loyalty regarding the destination. Therefore, this study is focused on some factors which may lead to customer’s loyalty and impact the perceived image before and after the tourists receiving services at the destination. By examining the impact of service performance, and advertising on brand image and consequently the impact of brand image on brand loyalty; strategic insights on selecting and implementing better marketing tools for DMOs and tourism stakeholders are suggested.

Keywords

Abstract

Marketing for a tourism destination brand entails its own specific strategies and techniques, although the basic concepts of brand equity for a destination is not far from applying branding of any other goods or services. This study analyzes and tackles the marketing issues of a destination by evaluating the consumer’s perception of a tourist destination called Kyrenia in the Mediterranean region. Consumer’s perception of the brand image will lead to consumer brand loyalty, specifically in a service industry such as tourism where loyalty is a key issue to the success of any tourist destination. How tourists evaluate a destination’s overall performance and properties through actually being present at the destination t, and their perceived image matching their expectations prior to their visit; leads to a judgment which creates brand loyalty regarding the destination. Therefore, this study is focused on some factors which may lead to customer’s loyalty and impact the perceived image before and after the tourists receiving services at the destination. By examining the impact of service performance, and advertising on brand image and consequently the impact of brand image on brand loyalty; strategic insights on selecting and implementing better marketing tools for DMOs and tourism stakeholders are suggested.

Keywords