Impact of Destination Brand Image on Satisfaction, Recommendation and Revisit

Abstract

The aim of this study is to reveal the impact of destination brand image perceived by people who visit Pamukkale region on their holiday satisfaction, recommendation and revisit intentions. Study involves a questionnaire, conducted on a total of 1032 people visiting Pamukkale, consisting of 795 domestic and 237 foreign visitors. First, dimensions impacting destination image were identified through factor analysis; then, regression analysis was conducted to study dimensions impacting satisfaction, recommendation and revisit. The results of the study involving a questionnaire with 44 statements show that, in Pamukkale destination, "Attractions" has the most positive impact on holiday satisfaction, revisit and recommendation to others. In the light of this finding, it may be said that increasing attractions in Pamukkale region would impact satisfaction, revisit and recommendation to others.

C1 [Soylu, Ali] Pamukkale Univ, Fac Commun, Denizli, Turkey.

[Ozdipciner, Nuray Selma] Pamukkale Univ, Fac Tourism, Denizli, Turkey.