THE IMPACT OF BRANDING ON TOURISTS’ SATISFACTION AND LOYALTY IN IRAN

Zanete Garanti, Shiva Ilkhanizadeh, Philip Siaw Kissi

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Tourism is one of the largest industries in world and is also emerging in Iran. While the country’s brand is still developing, it is important to investigate how current efforts are working towards ensuring tourists’ satisfaction and positive behavior in terms of intentions to recommend and revisit Iran. This chapter explores how destination brand image, value, awareness, and personality affects satisfaction from the perspective of tourists visiting Iran. The study explores if tourists’ satisfaction impacts their revisit and recommendation intentions in favor of Iran as a future holiday destination. The study results show that branding is a significant determinant of satisfaction and loyalty.

Original languageEnglish
Title of host publicationBridging Tourism Theory and Practice
PublisherEmerald Group Holdings Ltd.
Pages223-241
Number of pages19
DOIs
Publication statusPublished - 2019
Externally publishedYes

Publication series

NameBridging Tourism Theory and Practice
Volume10
ISSN (Print)2042-1443
ISSN (Electronic)2042-1451

Keywords

  • awareness
  • Brand image
  • personality
  • tourists’ satisfaction
  • value

Fingerprint

Dive into the research topics of 'THE IMPACT OF BRANDING ON TOURISTS’ SATISFACTION AND LOYALTY IN IRAN'. Together they form a unique fingerprint.

Cite this