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Journals / Journal of Tourismology / 2025 / Volume: 11 Issue: 2

The Effect of Green Destination Brand Equity on Tourist Attitudes: A Research of the Alanya Destination

Özge Kıldırgıcı(Alanya Municipality)0009-0005-3980-0333
Burçin Cevdet Çetinsöz(ALANYA ALAADDIN KEYKUBAT UNIVERSITY)0000-0003-1703-8067
Pages
—
Publication Date
2026-01-23
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This study determined that customers’ perceived destination green brand satisfaction significantly and positively affects customer-based destination green brand equity, and that customer-based destination green brand equity significantly and positively affects tourists’ attitudes towards green destinations.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In recent years, environmentally conscious tourists have become increasingly selective in their holiday choices, favouring eco-friendly destinations.
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Key Findings & Data:For this reason, destinations prioritise the development of a sustainable, green image in their marketing strategies.
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Conclusion & Impact:This study determined that customers’ perceived destination green brand satisfaction significantly and positively affects customer-based destination green brand equity, and that customer-based destination green brand equity significantly and positively affects tourists’ attitudes towards green destinations.
🔬Design:Survey & Empirical Study
📍Scope:2023 Verileri
⚙️Variables:Customer-Based Destination Green Brand Equity · Destination Green Brand Image · Destination Green Brand Trust

Abstract

In recent years, environmentally conscious tourists have become increasingly selective in their holiday choices, favouring eco-friendly destinations. For this reason, destinations prioritise the development of a sustainable, green image in their marketing strategies. Building strong green brand equity in destinations appears to have a positive impact on the preferences of potential visitors. The aim of this study is to determine the impact of green brand determinants on customer-based destination green brand equity in destinations and the effect of customer-based destination green brand equity on tourist attitudes. This research was conducted on foreign tourists visiting the Alanya district. For this study, data were collected via a survey in the English language administered to 675 foreign tourists between March and June, when international travel to Alanya started to intensify in 2023. Frequency and percentage distributions describing the demographic characteristics of the customers, arithmetic mean and standard deviation values describing the dependent and independent variables, confirmatory factor analysis, and structural equation modelling were applied in this research. This study determined that customers’ perceived destination green brand satisfaction significantly and positively affects customer-based destination green brand equity, and that customer-based destination green brand equity significantly and positively affects tourists’ attitudes towards green destinations.

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Cite This Article

Kıldırgıcı, Ö., Çetinsöz, B. C. (2026). The Effect of Green Destination Brand Equity on Tourist Attitudes: A Research of the Alanya Destination. Journal of Tourismology, Volume: 11 Issue: 2. https://doi.org/10.26650/jot.2025.11.2.1634669

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