Destinasyonlar İçin Marka Aşkının Marka Sadakati Üzerindeki Etkisi: Bodrum Örneği (The Effect of Brand Love on Brand Loyalty for Destinations: The Case of Bodrum)
DOI:
https://doi.org/10.21325/jotags.2020.547Keywords:
Brand love, Destination love, Brand loyalty, BodrumAbstract
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.
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