Pregled bibliografske jedinice broj: 1241401
The Influence of Brand Elements on Loyalty in Health Tourism Destinations: Case study of Prolom Banja
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 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1241401 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
The Influence of Brand Elements on Loyalty in Health
Tourism Destinations: Case study of Prolom Banja
Autori
Perić, Goran ; Milojica, Vedran ; Podovac, Milena
Kolaboracija
Toplica Academy of Applied Studies, Business School Blace, Blace ; University of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
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, 2022, 60-71
Skup
16th International Scientific Conference on Service Sector (INSCOSES 2022)
Mjesto i datum
Ohrid, Sjeverna Makedonija, 16.09.2022. - 17.09.2022
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Brand destination ; destination image ; destination quality ; destination awareness ; destination loyalty
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
