The relationship between corporate and regional reputation management and purchasing behaviour: an application on tourists in Ankara region Online publication date: Wed, 02-Jul-2014
by Yüksel Öztürk; Serdar Çöp; Rana Allahyari Sani
International Journal of Tourism Policy (IJTP), Vol. 5, No. 1/2, 2013
Abstract: Nowadays, as a global phenomenon, the presence of communication between service-producing sectors and areas has become a significant subject in tourism. Reputation made up of an important part in the formation of the communication. It is also an essential factor in ensuring value for customers and their purchasing decisions. The businesses and regions with strong reputation reinforce this effect further in terms of better services. In the first part of the research, the conceptual framework related to the corporate reputation and purchasing behaviour has been given, and then the findings gained from data analysis concerning to the questionnaire, applied to tourists in Ankara, have been determined. Thus, it has been tried to put forward the effect of the reputation on purchasing behaviour. The main problem encountered in this study is to determine the impact of reputation on tourists who buy holiday packages. Within the scope of the study, suggestions have been made relating to the works that should be applied by both businesses and regional managers. The service quality is the most important factor in creating reputation of the businesses and destinations. The most influential dimension of reputation that affects purchasing behaviour of tourists was service.
Online publication date: Wed, 02-Jul-2014
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