TRNC's destination image among travelers: Preliminary analysis of distance decay theory

ABSTRACT: This study reexamined the previous works regarding the customer based brand equity (CBBE) models. In this research the effect of brand equity components which are Brand loyalty, Brand Value ,Brand quality and Brand Salience on destination image following by tourist overall satisfaction with regard to the effect of the theory of distance decay will be inspected thoroughly. Brand equity is one of the most recent and effective concept in tourism and hospitality industry. Destination image as well, is one of the most studied terms in tourism which has gained a huge attention in this industry. Distance is one of the major determinants which affect tourist behavior and their choice. The theory of distance decay, argues that as the distance between the place of residence and destination increases, the tourist demand automatically falls down. This theory determines cost and time as two major factors which affect tourist preferences. A conceptual brand equity model showing the effect of brand equity components on destination image and the effect of destination image on overall tourist satisfaction has been examined. In order to verify the model 400 questionnaires were distributed among multi cultural tourist in North Cyprus. Throughout the study, the hypotheses explaining the impact of brand loyalty and brand value on destination image were significantly and positively supported. The effect of destination image on overall tourist satisfaction was significantly supported as well. Investigation based on the effect of distance decay supported the previous study regarding European and Turkish tourists. However, regarding Iranian cases political issues were intervened in some extent. Based on the findings of the study, few implications for managers in tourism sector have been suggested, among which the impact of brand equity components on destination image and distance on tourist behavior were more on concentration. Keywords: Destination Branding, Customer Based Brand Equity, Destination Image, Distance Decay Theory, Tourist Satisfaction. …………………………………………………………………………………………………………………………………………………………………………………………………………