The Effect of Perceived Crowding on Destination Brand Equity and Revisit Intention in the Context of Overtourism: The Case of Sinop

Abstract

Purpose – The concept of overtourism has recently emerged as a result of seasonal and regional concentration in destinations. One of the consequences of overtourism, perceived crowding, can be seen as a factor that may affect both destination brand equity and revisit intention. In this context, the aim of the study is to reveal the effect of perceived crowding on destination brand equity and revisit intention.
Design/methodology/approach – Using a convenience sampling method, a survey was conducted with tourists visiting Sinop between April and July 2025, and 398 usable questionnaires were collected. The survey form consisted of five demographic questions and three scales: the perceived crowding scale, the destination brand equity scale, and the revisit intention scale.
Results – The analysis results indicate that perceived crowding has a negative but weak effect on attitudes toward destination brand equity. Participants perceived crowding scores were slightly above average, while their destination brand equity perceptions were at an average level, and revisit intention scores were below average. The findings also revealed that changes in perceived crowding affected revisit intention. The study concluded that perceived crowding negatively affects both destination brand equity and revisit intention. Based on the results, several recommendations specific to Sinop were developed.
Discussion – The findings show that perceived crowding has a negative impact on destination brand equity and revisit intention. This result highlights the critical importance of managing visitor density in destinations for maintaining tourist satisfaction and brand value. For Sinop specifically, developing strategies to balance visitor flow may strengthen both the destination’s brand perception and tourists’ willingness to revisit.