An examination of brand experience, awareness, engagement, satisfaction, and loyalty of faith center visitors: The case of Hz. Pir Sheikh Şaban-i Veli̇

The primary aim of this study is to analyze the levels of brand experience, brand satisfaction, and brand loyalty among individuals visiting the Hz. Pir Sheikh Şaban-ı Veli Complex, which is considered a significant destination in the context of faith tourism in Turkey, specifically in Kastamonu. The study examines visitors' motivations for choosing this faith center such as religious-spiritual motivations, cultural elements, and individual/emotional reasons and investigates how these preferences are reflected in their brand perceptions. In addition, the research explores the impact of digitalization and social media usage on the sharing of spiritual experiences and perceptions of sacred spaces. The study employs a quantitative research method, utilizing a questionnaire as the data collection tool. Data were collected from 209 visitors to the Hz. Pir Sheikh Şaban-ı Veli Complex and analyzed using the SPSS software. The study investigates whether there are significant differences in brand experience, satisfaction, and loyalty based on the visitors' demographic and behavioral characteristics. The findings indicate that visitors' emotional, sensory, cognitive, and relational experiences have a positive and significant impact on brand satisfaction and loyalty. Furthermore, religious content shared on social media platforms has been found to strengthen brand awareness and emotional attachment to the site. Accordingly, this study provides an original framework for evaluating faith destinations from a brand perspective in the digital age and contributes to filling a gap in the existing literature. However, since the research was conducted within a specific time frame and limited to participants who visited the Hz. Pir Sheikh Şaban-ı Veli Complex, the generalizability of the findings is limited. Therefore, the results may not be directly applicable to other faith centers or broader sample groups.