IDEAS home Printed from https://ideas.repec.org/a/eas/buseco/v40y2025i40p62-80.html

The Effect Of Destination Brand Personality On Revisiting In Destination Marketing: The Case Of Bozcaada

Author

Listed:
  • MEHMET SARIYILDIZ

    (ÇANAKKALE ONSEKİZ MART ÜNİVERSİTESİ)

  • Murat AKSU

    (Çanakkale Onsekiz Mart Üniversitesi)

Abstract

This study was prepared to examine the relationship between Bozcaada brand personality and its effect on revisit, which is the behavioral intention, within the scope of destination marketing. The aim of the research is to examine the effect of destination brand personality on behavioral intention by evaluating Bozcaada within the scope of destination marketing and to contribute to the literature on the combination of tourism, destination brand personality and behavioral intention (repeat visit). In the study, respectively; The definition, type and elements of the destination, destination life cycle, brand personality and dimensions, as well as studies on destination marketing and brand personality were mentioned and theoretical issues were discussed by conducting a literature review on the relevant subjects. Then, the relationship between brand personality and behavioral intention to revisit in the literature and the relationship between destination brand personality and behavioral intention to revisit, which is the main subject of the study, were touched upon, thus laying the groundwork for the application part of the study. In the application part of the study, the effect of brand personality on tourists' behavioral intentions was examined by determining the personality structure of Bozcaada. Survey technique was used as a means of collecting research data. Survey forms containing questions about Bozcaada brand personality and behavioral intention towards Bozcaada were filled in by 376 tourist participants who lived in different regions and visited Bozcaada at least once. In the research, survey application based on convenience sampling method was preferred as the data collection tool and 376 surveys out of 390 surveys obtained were found suitable for analysis. In order to evaluate the data obtained from the questionnaire forms completed by the tourists who participated in the survey, firstly the reliability test, then the explanatory factor (EFA) and confirmatory factor analysis were performed, and after the brand personality factors were determined, the analysis was made according to the regression and correlation model.

Suggested Citation

  • MEHMET SARIYILDIZ & Murat AKSU, 2025. "The Effect Of Destination Brand Personality On Revisiting In Destination Marketing: The Case Of Bozcaada," Eurasian Business & Economics Journal, Eurasian Academy Of Sciences, vol. 40(40), pages 62-80, February.
    • Handle: RePEc:eas:buseco:v:40:y:2025:i:40:p:62-80
    DOI: 10.17740/eas.econ.2025-V40-04
    as

    Download full text from publisher

    File URL: https://eurasianacademy.org/index.php/busecon/article/view/1554
    Download Restriction: no
    File URL: https://libkey.io/10.17740/eas.econ.2025-V40-04?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. Zhang, Hongmei & Fu, Xiaoxiao & Cai, Liping A. & Lu, Lin, 2014. "Destination image and tourist loyalty: A meta-analysis," Tourism Management, Elsevier, vol. 40(C), pages 213-223.
    2. 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.
    3. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    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.
    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. 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.
    2. 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.
    3. Veasna, Sou & Wu, Wann-Yih & Huang, Chu-Hsin, 2013. "The impact of destination source credibility on destination satisfaction: The mediating effects of destination attachment and destination image," Tourism Management, Elsevier, vol. 36(C), pages 511-526.
    4. Foroudi, Pantea & Akarsu, Tuğra Nazlı & Ageeva, Elena & Foroudi, Mohammad M. & Dennis, Charles & Melewar, T.C., 2018. "PROMISING THE DREAM: Changing destination image of London through the effect of website place," Journal of Business Research, Elsevier, vol. 83(C), pages 97-110.
    5. 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.
    6. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Theeranuch Pusaksrikit & Pimmada Wichasin & Vikas Kumar, 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand," Sustainability, MDPI, vol. 13(16), pages 1-23, August.
    7. Stylidis, Dimitrios & Shani, Amir & Belhassen, Yaniv, 2017. "Testing an integrated destination image model across residents and tourists," Tourism Management, Elsevier, vol. 58(C), pages 184-195.
    8. Thomas Bausch & Andreas Humpe & Stefan Gössling, 2019. "Does Climate Change Influence Guest Loyalty at Alpine Winter Destinations?," Sustainability, MDPI, vol. 11(15), pages 1-22, August.
    9. 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.
    10. Oana Țugulea, 2017. "City Brand Personality—Relations with Dimensions and Dimensions Inter-Relations," Sustainability, MDPI, vol. 9(12), pages 1-22, December.
    11. Kim, Hany & Stepchenkova, Svetlana, 2015. "Effect of tourist photographs on attitudes towards destination: Manifest and latent content," Tourism Management, Elsevier, vol. 49(C), pages 29-41.
    12. R. Filieri & D. Yen & Q. Yu, 2021. "#ILoveLondon: An exploration of the declaration of love towards a destination on Instagram," Post-Print hal-04779111, HAL.
    13. 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.
    14. Joana Gonçalves & Manuela Guerreiro & Júlio Mendes & Luís Pereira, 2018. "Events Brand Personality: Insights From Music Festivals In Portugal," Journal of Tourism, Sustainability and Well-being, CinTurs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 6(3), pages 326-343.
    15. Najar Parwaiz Ahmad, 2025. "Tourism Risks and Tourist Intentions at a Destination in Conflict," Polish Journal of Sport and Tourism, Sciendo, vol. 32(2), pages 48-56.
    16. Aarstad, Jarle & Ness, Håvard & Haugland, Sven A., 2015. "Network position and tourism firms' co-branding practice," Journal of Business Research, Elsevier, vol. 68(8), pages 1667-1677.
    17. 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.
    18. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.
    19. Ksenija Leković & Slavica Tomić & Dražen Marić & Nikola V. Ćurčić, 2020. "Cognitive Component of the Image of a Rural Tourism Destination as a Sustainable Development Potential," Sustainability, MDPI, vol. 12(22), pages 1-12, November.
    20. Sadeque, Saalem & Roy, Sanjit Kumar & Swapan, Mohammad Shahidul Hasan & Chen, Cheng-Hao & Ashikuzzaman, Md, 2020. "An integrated model of city and neighborhood identities: A tale of two cities," Journal of Business Research, Elsevier, vol. 117(C), pages 780-790.

    More about this item

    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:eas:buseco:v:40:y:2025:i:40:p:62-80. 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: Kutluk Kagan Sumer (email available below). General contact details of provider: https://www.eurasianacademy.org/index.php/busecon .

    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.