The Role Of Destination Image In Tourist Destination Branding (Case Study: Lattakia Governorate)

Authors

  • Ahmad Al-Sokkary Tishreen University

Abstract

This study aimed to determine the role of tourist destination image in destination branding, by building a conceptual model for converting the tourist destination into a brand in order to use it as a competitive tool that distinguishes Lattakia Governorate from other tourist destinations. To achieve this purpose, a field study was conducted that relied on directing a questionnaire to a purposeful (intentional) sample of local and foreign tourists who visited Lattakia Governorate in the summer of 2021, where (240) questionnaires were distributed to them, of which (228) were valid for statistical analysis. The study reached a set of results, the most important of which is the existence of a significant relationship between the cognitive image and the emotional image of the tourist destination on the one hand, and the general image formed by the tourist about this destination on the other hand. The results also showed the existence of clear and significant relationships between the general image of the tourist destination and the dimensions of converting that destination into a brand (destination choice, intention to re-visit the destination, recommending the destination), where the largest impact of the image of the destination on the tourist's choice appeared. The study also found the possibility of applying the concept of tourist destination branding in Lattakia Governorate, by working on forming a positive mental image of that destination that contributes to a positive impact on the behavior of the tourist.

 

 

 

 

Author Biography

Ahmad Al-Sokkary, Tishreen University

Assistant Professor 

 

 

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Published

2022-05-19

How to Cite

السكري أ. . (2022). The Role Of Destination Image In Tourist Destination Branding (Case Study: Lattakia Governorate). Tishreen University Journal- Economic and Legal Sciences Series, 44(2), 53–82. Retrieved from https://journal.tishreen.edu.sy/index.php/econlaw/article/view/12320

Issue

Vol. 44 No. 2 (2022): Tishreen University Journal of Research and Scientific Studies - Economic and Legal Sciences

Section

Articles

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