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The Influence of Brand Elements on Loyalty in Health Tourism Destinations: Case study of Prolom Banja (CROSBI ID 729952)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

(Toplica Academy of Applied Studies, Business School Blace, Blace ; University of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja) Perić, Goran ; Milojica, Vedran ; Podovac, Milena The Influence of Brand Elements on Loyalty in Health Tourism Destinations: Case study of Prolom Banja // XVI International Scientific Conference on Service Sector – INSCOSES 2022 / Trajkov, Aleksandar ; Karadzova, Vera (ur.). Ohrid: Faculty of Tourism and Hospitality Ohrid, University “St Kliment Ohridski” - Bitola, 2022. str. 60-71 doi: 10.5281/zenodo.7479788

Podaci o odgovornosti

Perić, Goran ; Milojica, Vedran ; Podovac, Milena

Toplica Academy of Applied Studies, Business School Blace, Blace ; University of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja

engleski

The Influence of Brand Elements on Loyalty in Health Tourism Destinations: Case study of Prolom Banja

The purpose of this research is to test the impact of destination brand elements (image, quality, and awareness) on loyalty in the context of Prolom Banja as a health tourist destination. The research was conducted on a statistical sample of 172 respondents. The authors distributed a questionnaire online through the official Facebook profile of Prolom Banja. The impact of destination brand elements on loyalty was tested by using multiple regression. Research results showed that destination quality and destination awareness make a uniquely significant contribution to destination loyalty prediction, i.e. a positive impact of predictor variables (quality and awareness) on destination loyalty was identified. Also, the findings show that the image of the destination does not make a significant unique contribution to the prediction of destination loyalty. The results were discussed, implications and limitations were presented, as well as recommendations for future research.

Brand destination ; destination image ; destination quality ; destination awareness ; destination loyalty

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Podaci o prilogu

60-71.

2022.

objavljeno

10.5281/zenodo.7479788

Podaci o matičnoj publikaciji

XVI International Scientific Conference on Service Sector – INSCOSES 2022

Trajkov, Aleksandar ; Karadzova, Vera

Ohrid: Faculty of Tourism and Hospitality Ohrid, University “St Kliment Ohridski” - Bitola

2955-2087

Podaci o skupu

16th International Scientific Conference on Service Sector (INSCOSES 2022)

predavanje

16.09.2022-17.09.2022

Ohrid, Sjeverna Makedonija

Povezanost rada

Ekonomija

Poveznice