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Confidence and loyalty for agrotourism brands: the Lesvos paradigm
[Zeitschriftenartikel]
Abstract It has been established that strong brands are important in the agrotourism industry. Agrotourism brands provide the link between visitors and the agrotourism firms and tourists may or may not develop a degree of loyalty to relevant brands. The present study suggests that confidence in an agrotouris... mehr
It has been established that strong brands are important in the agrotourism industry. Agrotourism brands provide the link between visitors and the agrotourism firms and tourists may or may not develop a degree of loyalty to relevant brands. The present study suggests that confidence in an agrotourism brand has high influence in development of brand loyalty. Based on hypotheses developed, confidence in an agrotourism brand is influenced by brand characteristics, agrotourism company characteristics and visitor characteristics. The present survey took place in Greece and examined the attitudes of visitors in agrotourism firms at the island of Lesvos. Survey results demonstrate that agrotourism firm brand characteristics appear more important in their impact on a visitor’s confidence in a brand. It was also established that confidence in a brand is positively influencing loyalty. Recommendations are developed for agrotourism marketers in relation to building and maintaining visitor confidence in a brand.... weniger
Thesaurusschlagwörter
Tourismus; Marke; Vertrauen; Konsumverhalten; Griechenland
Klassifikation
Marketing
Wirtschaftssektoren
Freie Schlagwörter
agrotourism; brand loyalty; Lesvos
Sprache Dokument
Englisch
Publikationsjahr
2019
Seitenangabe
S. 151-166
Zeitschriftentitel
Tourismos: An International Multidisciplinary Journal of Tourism, 14 (2019) 1
ISSN
1790-8418
Status
Veröffentlichungsversion; begutachtet (peer reviewed)
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0