The Effects of Branding on Purchasing Preferences of Tourists at Accommodation Enterprises: An Implementation at Chain Accommodation Enterprises in Antalya

Abstract

The aim of this study is to determine the effect of branding on the purchasing preferences of tourists at accommodation enterprises. Towards this end questionnaire technique was used and 398 questionnaires were considered to be evaluated. The data, gathered, analyzed by using statistical methods. As a result it is revealed that branding (brad awareness, perceived quality, brand image, brand trust, brand attitude and brand loyalty parameters) has a positive effect on purchasing preferences of tourists and a negative effect on the volume of perceived risk. Factors contributing to more on purchasing preferences of tourists, respectively, brand attitude, brand loyalty and brand awareness.