Destination brand equity and the effect on the post purchasing trends and a research

Components such as brand image, brand awareness, brand quality and brand value included in brand equity have an important influence on consumer's attitude towards brand equity. Therefore, understanding the effect of destination brand equity components on consumer's attitude is very important in terms of destination marketing and destination management. This study is aimed at researching the effects of the aspects of destination brand equity on satisfaction as well as analysing the relation between the satisfaction level of the tourists and the destination belonging and destination brand loyalty by using a model. Research data was collected by way of a questionnaire from 439 Russian tourists who spent their 2017 summer holiday in Kemer destination. The collected data is intended to be used for improving the destination, creating destination-loyal tourists from satisfied tourists, and achieving brand formation and brand equity. The results indicate that the components of destination brand equity are very important in understanding the post-purchasing trends from the perspective of marketing.