Destination branding and visitor brand loyalty: Evidence from mature tourism destinations in Greece

Destination brands provide the link between visitors and destination management organisations; tourists may or may not develop a degree of loyalty to destinations as brands. This study suggests that trust in a destination brand has high influence in developing loyalty towards the destination. Based on hypotheses developed, trust in a destination as a brand is influenced by brand characteristics, destination characteristics and visitor characteristics. The survey took place in Greece and examined attitudes of past visitors of mature destinations. Survey results demonstrate that destination brand characteristics appear more important in their impact on a visitor’s trust in a brand. It was also found that trust in a destination brand is positively influencing brand loyalty and repeat visitation intentions.