Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/215865 
Year of Publication: 
2016
Citation: 
[Journal:] Tourismos: An International Multidisciplinary Journal of Tourism [ISSN:] 1790-8418 [Volume:] 11 [Issue:] 5 [Publisher:] University of the Aegean [Place:] Lesbos [Year:] 2016 [Pages:] 102-120
Publisher: 
University of the Aegean, Lesbos
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.
Subjects: 
tourism marketing
destination branding
brand loyalty
JEL: 
L83
M31
Z33
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article
Document Version: 
Published Version
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