The Effect of Tourists` Brand Identity Perceptions on Their Purchasing Behavior

Authors : Ceyhun Kedikli, Didar Sarı Çallı

Pages : 225-239

Doi:10.51525/johti.1830225

View : 90 | Download : 211

Publication Date : 2025-12-30

Article Type : Research Paper

Abstract :This study aims to examine the effects of tourists’ brand identity perceptions on their purchasing behavior within the tourism industry. Recent changes in tourist expectations and service standardization have increased the importance of understanding how brand identity perceptions influence purchasing behavior. A quantitative research method was employed, and data were collected through an online survey administered to domestic tourists who had stayed at least once in four- and five-star hotels in Antalya. A total of 737 valid questionnaires were analyzed using frequency analysis, factor analysis, correlation analysis and regression analysis. The findings reveal that tourists’ brand identity perceptions have a strong effect on experience-oriented purchasing behavior, while a weaker but statistically significant effect is observed on corporate strategy-oriented purchasing behavior. Based on these findings, practical implications are presented for tourism businesses aiming to strengthen their brand identities and enhance purchasing behavior. The study is expected to contribute to the tourism marketing literature by providing empirical evidence based on accommodation-focused brand identity perceptions.
Keywords : Turizm Endüstrisi, Marka Kimliği, Satın Alma Davranışı

ORIGINAL ARTICLE URL