Abstract:

This study, based on the interactions between consumer-based brand value dimensions (consciousness, image, perceived quality, loyalty), suggests a model of consumer-based destination brand value (TTDMD) with the inclusion of the satisfaction variable, which is the main determinant of tourist behavior. For this purpose, the interactions between the dimensions of TTDMD have been studied. The recommended model has been tested on tourists visiting the Isparta province. The data were collected using the survey technique, and a total of 416 surveys were collected. The data obtained was analyzed by structural equality modeling. The results of the analysis confirmed the model suggested and found that there was a strong relationship between the quality of the destination-destination satisfaction-destination loyalty and, on the other hand, there was a chain of interaction between the destination awareness, the destination image and the quality perceived from the destination.

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