The Examination of the Factors that Affect Brand Loyalty of Tourists in Hotel Election in terms of Behavioral and Attitudinal Loyalty

Abstract

The purpose of this study affecting the hotel customers of factors brand loyalty is to
examine the behavioral and attitudinal loyalty size. Within this purpose, a survey research
was conducted on the guests staying in the five star hotels of Ankara, Turkey.
The research was carried out in two stages, namely the pilot study and the main study. As
a result of four factors influencing brand loyalty (physical competence / trust, service
quality, brand image and price) has been found to explain 67% of the size of behavioral
loyalty and has been found to explain 55% of the size of attitudinal loyalty dimension.
Also, when the price increases, a decrease in individuals occurs attitudinal and behavioral
loyalty.