Determinants of loyalty in destination branding: perspective from supply side

Autor:	Emmanuel Chao
Jazyk:	angličtina
Rok vydání:	2024
Předmět:	Local residents’ engagement loyalty in destination branding destination brand identity destination identification Len Tiu Wright De Montfort University Faculty of Business and Law United Kingdom Economics Business HF5001-6182 Management. Industrial management HD28-70
Zdroj:	Cogent Business & Management, Vol 11, Iss 1 (2024)
Druh dokumentu:	article
ISSN:	23311975 2331-1975
DOI:	10.1080/23311975.2024.2322777
Popis:	AbstractThe Tourism sector has become increasingly competitive globally, and destination branding has emerged as one of the strategic tools for establishing a competitive edge. This study attempted to discover the determinants of loyalty in destination branding from the supply side perspective. This study was conducted in the Tanzania mainland using a cross-sectional survey research design and data were collected data from 302 respondents. The results were analyzed using Structural Equation Modelling. The findings unveiled that local residents’ engagement has a positive influence on loyalty towards destination branding when mediated with destination identification. The findings have also shown that when local residents develop strong identification towards the destination, they tend to express commitment to destination branding.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/d187a088d8ec429998cd78ea47457ee9 Zobrazit plný text záznamu View record in DOAJ Plný text ve formátu PDF