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Journals / Journal of Tourism and Gastronomy Studies / 2020 / Cilt: 8 - Sayı: 1

The Effect of Brand Love on Brand Loyalty for Destinations: The Case of Bodrum

Destinasyonlar İçin Marka Aşkının Marka Sadakati Üzerindeki Etkisi: Bodrum Örneği

Selda UCA
Demet TÜZÜNKAN
Pages
278–290
DOI
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AI Summary & Key Takeaways

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

Analysis results showed that tourists’ loyalty was affected by their love of brand with great extents.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The concepts of brand love and brand loyalty, which have started to take place in the literature in recent years, are handled within the scope of destination brand in tourism and travel industry which is a human-oriented industry.
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Key Findings & Data:In this study, 407 domestic tourists were surveyed about their love and loyalty for Bodrum.
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Conclusion & Impact:Analysis results showed that tourists’ loyalty was affected by their love of brand with great extents.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The concepts of brand love and brand loyalty, which have started to take place in the literature in recent years, are handled within the scope of destination brand in tourism and travel industry which is a human-oriented industry. The love and devotion that tourists feel for tourism destinations, which are considered as a brand, play a role in re-visiting that destination, recommending it to others and keeping loyalty to the brand. In this study, the relationship between brand loyalty and brand love is examined. Bodrum was selected as one of favorite tourism destination in Turkey because Bodrum has been a preferred destination for tourists of all ages and nationalities, with its historical, cultural and geographical attractions. In this study, 407 domestic tourists were surveyed about their love and loyalty for Bodrum. Analysis results showed that tourists’ loyalty was affected by their love of brand with great extents.

Özet

Son yıllarda literatürde yer edinmeye başlayan marka aşkı ve marka sadakati kavramları, insan odaklı bir endüstri olan turizm ve seyahat endüstrisinde de destinasyon markası kapsamında ele alınmaktadır. Bir marka gibi değerlendirilen turizm destinasyonlarına turistlerin duydukları aşk ve bağlılık, o destinasyonu tekrar ziyaret etmelerinde, başkalarına tavsiye etmelerinde ve markaya sadakatle bağlı olmalarında rol oynamaktadır. Bu çalışmada marka sadakatinin marka aşkı ile olan ilişkisi incelenmektedir. Destinasyon olarak Türkiye’nin gözde turizm merkezlerinden biri olan Bodrum seçilmiştir. Çünkü Bodrum, binlerce yıllık tarihsel, kültürel ve coğrafi çekicilikleriyle her yaştan ve milletten turistin tercih ettiği bir destinasyon olmuştur. Çalışmada 407 yerli turiste Bodrum için duydukları aşk ve sadakati içeren anket uygulanmış ve analizlerin sonucunda turistlerin markaya duydukları aşkın, sadakatlerini büyük oranda etkilediği görülmüştür.

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Cite This Article

UCA, S., TÜZÜNKAN, D. (2020). The Effect of Brand Love on Brand Loyalty for Destinations: The Case of Bodrum. Journal of Tourism and Gastronomy Studies, Cilt: 8 - Sayı: 1, 278–290. https://ajindex.com/articles/270902

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