The effect of green destination brand equity on the tourist attitudes -Researching the destination Alanya

In recent years, due to the increasing awareness of environmental problems and consumer demand for environmental friendly products, it is observed that the use of the word "green" in the marketing sector has increased. Due to the necessity of different marketing strategies in a global competitive environment, the aim of this research is to determine the effect of green brand determinants on consumer-based green destination brand equity in destinations and the effect of consumer-based green destination brand equity on tourist attitudes. In this study, it was investigated whether Alanya, which is a touristic city, creates an environmentally sensitive green brand image as a destination and how it affects consumer attitudes. The research was carried out on foreign tourists visiting Alanya area. This research cosists of data which was collected by survey method in English language for 675 foreign tourists in the year of 2023, between the months of March and June when international trips to Alanya started to intensify. Frequency and percentage distribution describing the demographic characteristics of consumers, arithmetic means describing dependent and independent variables, standard deviation values, confirmatory factor analysis and structural equation modelling were applied. In the research, it was determined that the green brand satisfaction of the destination perceived by consumers, significantly and positively affects to the consumer-based destination green brand equity and consumer-based green destination brand equity significantly and positively affects to the attitudes of tourists towards consumer-based green destination brand equity.