Tourism Destination Branding as a Marketing Factor: The Case of TRNC

ABSTRACT: The aim of this study is to assess the implications of ‗branding‘ on customer satisfaction and loyalty in the context of marketing management studies. Therefore, an examination of customer satisfaction and customer loyalty measured through two mediators: brand image and destination brand loyalty. The assumption is that destination‘s profitable tourism sector is highly dependent upon accommodation business success (i.e., four and five star hotels). However, the successful accommodation sector is possible if a pool of loyal and satisfied customers exist. Branding is a powerful factor to mediate this outcome. The study focused on North Cyprus as a case to investigate and explore the factors that determine the ‗brand‘ definition for the island and how such branding can become a marketing tool. Seven hypotheses established to examine the case. Survey questionnaires were administered to the international tourists in four and five star hotels. Data analysis conducted through SPSS, ANOVA, R Square, t-test, Beta coefficient and Pearson correlation coefficient. 250 questionnaires distributed among international tourists and 220 were collected. Out of seven hypotheses, six hypotheses were accepted and one rejected. The study revealed that the customer involvement which is the plan for tourism agencies to involve tourists in trip plan to make customer feel that they are part of the process themselves. Effects of customer involvement on brand image of destination and brand image as a mediator for customer involvement and destination brand loyalty are not supported and thus in tourists involvement in delivering and using of destination services has no positive effects on destination image. This can be explained regarding the willingness of customers to be served with zero involvement. International tourists travel to enjoy their trip without participating in any form of working. Following the footsteps of previous studies, customer satisfaction is accepted as a positive influence on destination image and vice versa. The effect of service quality is in line with previous studies that positively influences the loyalty. Service quality has positive effects on customer satisfaction but the results were not high as expected but nonetheless it was positive. Keywords: Destination Branding; Brand Image; service Quality; Profitability; North Cyprus. …………………………………………………………………………………………………………………………