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Tourism Destination Branding as a Marketing Factor: A Short Literature Review with a Focus on Northern Cyprus

2024Book part Restricted access
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datacite.subject.fosCiências Sociais
datacite.subject.sdg08:Trabalho Digno e Crescimento Económico
dc.contributor.authorKudratova, Malika
dc.contributor.authorCastanho, Rui Alexandre
dc.contributor.authorSantos, Eleonora
dc.date.accessioned2025-12-10T19:47:07Z
dc.date.available2025-12-10T19:47:07Z
dc.date.issued2024
dc.descriptionPart of the book series: Smart Innovation, Systems and Technologies (SIST,volume 383).
dc.descriptionConference name International Conference on Tourism, Technology and Systems, ICOTTS 2023, Bacalar, 2 November 2023 - 4 November 2023.
dc.description.abstractThis research aims to evaluate the effects of “branding” on client satisfaction and loyalty within the framework of marketing management studies. As a result, brand image and destination brand loyalty were used as two mediators to examine customer happiness and loyalty. The premise is that the success of the lodging industry (i.e., four-and five-star hotels) significantly impacts a destination’s profitable tourism sector. However, the lodging industry can succeed if there is a base of devoted and contented clients. A significant role in mediating this results is branding. Contextually, the study used the Northern Cyprus as a case to investigate and examine the elements that establish the island’s “brand” description and how much branding may be used as a marketing tool. The results show that customers’ contributions to the delivery and use of destination services do not have a beneficial impact on the brand image of the destination, nor does brand image serve as a mediator between customers’ contributions and destination brand loyalty. Regarding the clients’ willingness to get service with no input, this can be explained. Moreover, customer satisfaction is acknowledged as having a favorable impact on the perception of a location. The relationship between service quality and loyalty is consistent with earlier research. Service quality positively impacts customer satisfaction, albeit the findings were lower than anticipated.eng
dc.description.sponsorshipFunded by national funds through FCT\u2014Portuguese Science and Technology Foundation, within the project reference UIDB/04470/2020.
dc.identifier.citationKudratova, M., Castanho, R. A., & Santos, E. (2023, November). Tourism destination branding as a marketing factor: a short literature review with a focus on Northern Cyprus. In International Conference on Tourism, Technology and Systems (pp. 71-81). Singapore: Springer Nature Singapore.
dc.identifier.doi10.1007/978-981-99-9765-7_7
dc.identifier.isbn9789819998838
dc.identifier.isbn9789819997657
dc.identifier.issn2190-3018
dc.identifier.issn2190-3026
dc.identifier.urihttp://hdl.handle.net/10400.8/14995
dc.language.isoeng
dc.peerreviewedyes
dc.publisherSpringer Nature
dc.relationCentre for Tourism Research, Development and Innovation
dc.relation.hasversionhttps://link.springer.com/chapter/10.1007/978-981-99-9765-7_7
dc.relation.ispartofSmart Innovation, Systems and Technologies
dc.relation.ispartofAdvances in Tourism, Technology and Systems
dc.rights.uriN/A
dc.subjectDestination branding
dc.subjectInsular territories
dc.subjectService quality
dc.subjectTourism management
dc.subjectTourism profitability
dc.titleTourism Destination Branding as a Marketing Factor: A Short Literature Review with a Focus on Northern Cypruseng
dc.typebook part
dspace.entity.typePublication
oaire.awardTitleCentre for Tourism Research, Development and Innovation
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04470%2F2020/PT
oaire.citation.endPage81
oaire.citation.startPage71
oaire.citation.titleAdvances in Tourism, Technology and Systems (ICOTTS 2023)
oaire.citation.volume383
oaire.fundingStream6817 - DCRRNI ID
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameSantos
person.givenNameEleonora
person.identifier.ciencia-id321B-D068-1CB4
person.identifier.orcid0000-0003-4693-0804
person.identifier.scopus-author-id56903606100
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
relation.isAuthorOfPublication68e18938-f060-47d1-b0b8-4ca1f2e47dbe
relation.isAuthorOfPublication.latestForDiscovery68e18938-f060-47d1-b0b8-4ca1f2e47dbe
relation.isProjectOfPublication3a88203b-72d3-43e6-b11e-2805fe8b1821
relation.isProjectOfPublication.latestForDiscovery3a88203b-72d3-43e6-b11e-2805fe8b1821

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