Investigating Destination Brand Loyalty through Destination Brand Image: An Empirical Study Based on the BILD Model

Abstract

Destination brand loyalty has not yet been extensively examined in the literature with the different components of destination brand image (i.e. affective image and cognitive image) on the different stages of the destination loyalty process (i.e. affective, conative, cognitive and action/behavioural loyalty). By evaluating a thorough model called Brand Image-Loyalty for a Destination (BILD), this study aims to close this gap. The primary purpose of this study is to measure the destination brand loyalty through its four dimensions. The study also explores the mediating role of attitudinal loyalty underpinned by the theory of reasoned action between destination brand image and behavioural loyalty. Destination marketing managers can use the BILD model to better explain how travelers form opinions about a place and how those opinions affect their loyalty to it. It can serve as a roadmap for developing more successful and focused marketing strategies that align with the experiences and expectations of tourists.