An examination of the effects of brand transparency, brand communication, brand trust, and brand evangelism perceived by tourists: The case of Balıkesir - Gulf region

In today's business environment, one of the most crucial aspects that companies focus on, especially to stand out in a competitive landscape, is the creation of loyal customers to extend the lifespan of their businesses. In the pursuit of creating loyal customers, the desire to establish 'evangelist consumers', which has been discussed since the 1980s and has gained momentum in recent times, is also becoming increasingly important. The notion of creating evangelist tourists, being one of the most significant requirements in the tourism market, holds considerable importance for all tourism businesses aspiring to exist in the market. To create evangelist tourists, one of the important prerequisites is to establish a profile of trusting tourists. Building trust through transparent, open, and comprehensible communication is a fundamental aspect, applicable to the tourism sector, as well as all other industries. At this point, the concepts of brand transparency and brand communication, which are related to brand trust, also come into play as crucial elements to be considered within the framework of brand evangelism. In light of this, the aim of this research is to determine the effects perceived by tourists staying in the Balıkesir - Gulf region regarding brand transparency, brand communication, brand trust, and brand evangelism. This research addresses the definitions, importance, and characteristics of brand transparency, brand communication, brand trust, and brand evangelism as variables for the brand. In the methodology section, data collection tools and techniques, as well as the data collection process, have been thoroughly evaluated. In this regard, face-to-face interviews were conducted with 390 domestic tourists using convenience sampling method in the Balıkesir - Gulf region, and 333 survey responses were considered to form the findings of the research. The research consists of two parts, including a questionnaire covering demographic characteristics, brand transparency, brand communication, brand trust, and brand evangelism variables. The data obtained from the survey were analyzed using the SPSS software package, commonly used in the social sciences. The analysis section utilized validity and reliability analyses, exploratory factor analysis, and regression analysis. As a result of the analyses, regression models were established to determine the positive and significant effects of brand transparency and brand communication on trust, and the positive and significant impact of trust on brand evangelism.