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
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