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

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  • 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 brand loyalty: Evidence from mature tourism destinations in Greece," MPRA Paper 93897, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:93897
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    File URL: https://mpra.ub.uni-muenchen.de/93897/1/MPRA_paper_93897.pdf
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    References listed on IDEAS

    as
    1. Christou, Evangelos, 2013. "Exploring brand confusion through hotel adverts," MPRA Paper 98211, University Library of Munich, Germany.
    2. 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.
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    6. 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.
    7. 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.
    8. 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.
    9. Nella, Athina & Christou, Evangelos, 2016. "Extending tourism marketing: Implications for targeting the senior tourists’ segment," MPRA Paper 77468, University Library of Munich, Germany, revised 07 Apr 2016.
    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.
    12. Martins, Marco, 2016. "Gastronomic tourism and the creative economy," MPRA Paper 87883, University Library of Munich, Germany.
    13. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Kassianidis, Panagiotis & Sigala, Marianna, 2009. "Examining the Relationship between Emotions, Customer Satisfaction and Future Behavioral Intentions in Agrotourism," MPRA Paper 25355, University Library of Munich, Germany, revised 28 Sep 2009.
    14. 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.
    15. 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.
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    Citations

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    Cited by:

    1. Evangelos Christou & Chryssoula Chatzigeorgiou, 2019. "Experiential learning through industrial placement in hospitality education: The meat in the sandwich," Post-Print hal-02467059, HAL.
    2. Christou, Evangelos & Chatzigeorgiou, Chryssoula, 2019. "Experiential learning through industrial placement in hospitality education: The meat in the sandwich," MPRA Paper 98497, University Library of Munich, Germany.
    3. Marwa Salah & Mohamed Abou-Shouk, 2019. "The effect of customer relationship management practices on airline customer loyalty," Post-Print hal-02454932, HAL.
    4. Marina Sheresheva & Anna Polukhina & Matvey Oborin, 2020. "Marketing issues of sustainable tourism development in Russian regions," Post-Print hal-02448498, HAL.
    5. Magadán-Díaz, Marta & Sotiriadis, Marios & Rivas-García, Jesús, 2019. "Drivers of eco-innovation in the Spanish hospitality industry," MPRA Paper 94090, University Library of Munich, Germany.
    6. Salah, Marwa & Abou-Shouk, Mohamed A., 2019. "The effect of customer relationship management practices on airline customer loyalty," MPRA Paper 98032, University Library of Munich, Germany.
    7. 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.
    8. Fotiadis, Anestis & Williams, Russell Blair, 2017. "“TiCoSa” a 3d matrix conceptual model to investigate visitors’ perceptions in an athletic event," MPRA Paper 90638, University Library of Munich, Germany, revised 17 Apr 2017.
    9. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," MPRA Paper 98175, University Library of Munich, Germany.
    10. Christou, Evangelos, 2013. "Exploring brand confusion through hotel adverts," MPRA Paper 98211, University Library of Munich, Germany.
    11. Zouni, Georgia & Digkas, Dimitrios, 2019. "Marketing suggestions for multi-religious tourism development: The case of Thessaloniki," MPRA Paper 98042, University Library of Munich, Germany.
    12. Chenini, Abderrahim & Touaiti, Mustapha, 2017. "Building Destination Loyalty Using Tourist Satisfaction and Destination Image: A Holistic Conceptual Framework," MPRA Paper 90639, University Library of Munich, Germany, revised 16 May 2018.
    13. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.
    14. 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.

    More about this item

    Keywords

    destination branding; visitor brand loyalty; destination marketing; mature destinations; Greece;

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development

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