The Effects of Destination Image and Destination Personality on ...

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Entrepreneurship and Innovation Management Journal Volume 3, Issue 4 Pages: 181-194

November 2015

e-ISSN: 2311-1836 p-ISSN: 2310-0079

The Effects of Destination Image and Destination Personality on Tourist Loyalty: Mediating Role of Trust and Attachment Belghis bavarsad, and Razieh Feli 1. Assistant Professor, Shahid Chamran University Ahvaz Iran 2. Master of management, Shahid Chamran University Ahvaz Iran

Today, tourism industry is vastly developed all over the world and many countries were able to improve their situation significantly through it and They have a lot of problems such as joblessness, low income per capita and foreign revenue deficit to cover. Increasing attention is given to tourism activities, since that range of activities significantly affect the economies of hosting regions. This study tries to address the influence of destination image and destination personality on the attachment and trust of tourists to the destination; and consequently the effects on loyalty of tourists towards the destinations. Statistical population in the present study is consisted of Iranians who visited tourist attractions in Khorram-abad city. Sample size was estimated to be 384 using the Cochron’s formula. However, 362 questionnaires were analyzed following the distribution of 450 questionnaires between respondents and collecting the data. Results show that the image regarding the destination and its “personality” will positively and significantly influence the level of trust and attachment amongst tourists. Furthermore, trust and attachment towards the destination will significantly influence tourists’ loyalty to the destination. Keywords: Image, Personality, Trust, Loyalty to destination

INTRODUCTION Tourism industry is vastly developed all over the world today; and many countries were able to improve their situation significantly through it while addressing a variety of problems such as joblessness, low income per capita and foreign revenue deficit. Increasing attention is given to tourism activities,

since that range of activities significantly affect the economies of hosting regions (Akbarpour et al, 2011). Marketing as a context, is applied to tourism industry in the same way that is applied to other tangible and intangible services and goods. Thus the definition of tourism marketing is no different from general goods and services marketing. Kripendrov has presented a

*Corresponding author: Belghis bavarsad , Assistant Professor, Shahid Chamran University Ahvaz Iran E-Mail: [email protected]

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Entrep. innov. manag. j. p-ISSN: 2310-0079, e-ISSN: 2311-1836 Volume: 3, Issue: 4, Pages: 181-194

definition for marketing in his book “Tourism Marketing”: Systematic and coordinated implementation of strategies by tourism organizations and countries at local, national and international levels in order to satisfy the needs of certain groups of consumers and to earn appropriate profit (Jahanian and Nadalipour, 2010). An image regarding the destination can positively affect traveler’s level of attachment and trust to the destination. Tourists can form strong sentimental relations with certain places and attach them with humanistic traits (those regarding the personality of the destination). The brand personality would influence the priorities and consumers support; while leading to stronger trust and loyalty amongst them. Tourist loyalty towards the destination is highly important to successful marketing, since choice of destination will alter products consumed and services received as well as the decision to return (Chen and Phou, 2012). The relations between brand name image and brand personality are the key components of brand loyalty and brand name ranking. Although several models exist which explain those two concepts, but many ambiguities exist regarding relations between image of the brand and brand personality (Hosany et al, 2006). The level of interest and trust attached by people to a certain destination place changes their level of loyalty to that particular destination (Roodurmun & Devi Juwaheer, 2010). In a highly saturated market, a competitive destination needs to design its own marketing strategies in order to increase customer loyalty and create long-term relations with travelers. Recurrent purchases and visits are desired in this scheme, since it is believed that marketing expenses required for keeping current tourists are lower than the expense of attracting new tourists (Alegre& Juaneda, 2006). All those said, this paper tries to address the effects of destination image and its personality on the level of attachment and trust which tourists attachment with it; and finally, the influence of those on tourists’ loyalty. LITERATURE AND RESEARCH HISTORY Tourist destinations need to make commitment for providing the required infrastructures based on cultural and geographical personality of the location

in order to turn themselves into tourist destination in a specific field. This, demands for a systematic approach towards tourism as a whole; so the tourism activities can be developed through creating and providing the appropriate facilities. Destinations have to try to win tourists satisfaction and their loyalty through satisfying their expectations and needs. Tourists’ expectations from the area are formed based on the experiences of previous journeys, advertisements, and encouragement by others. The possibility of return and recurrent demand by the tourists depends on their level of satisfaction from the destination; while earning tourists’ satisfaction will increase their loyalty to the place in its turn. An evolution cycle and a self-increasing loop will develop through those actions and reactions which result in destination benefiting from revenues in economic, social and cultural fields (Ebrahimpour et al, 2010). Destination Image In the field of tourism, the image which potential customers hold in mind about a destination is a highly important issue. As the products and services of tourist destination cannot be pretested beforehand, the customers will build their own images about them and make their purchase decisions based on those images. Whether those images defining what the destination is like are correct or not would not be of much importance; the really important thing is the sheer existence of those images in potential consumers’ vision (Mayo, 1975). Cromption (1997) describes image as: “a set of beliefs, images and perceptions of a person regarding a destination”. Two tiers of information transfer, namely the destination and the information receiver are often engaged in formation of destination image. MacKay and Fesenmaier (1997) describe the process of image formation as a combination of personal inputs, and inputs from the marketer. Therefore the image formation process includes two tiers: offer-end (destination, for instance by marketing activities) and demand-end (receiver). The image created by the former would not be always identical to the received one. Some discrepancies may occur because the message would be changed or revised by any of communicating sources or the receiver. Furthermore, it is important to note this fact that messages taken from the destination are not exclusively consisting of what receiver gets from outside, but also his/her

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personal experiences influence the image to the same extent. The image of the destination can even form in absence of any commercial information as well (Tasci and Gartner). Several studies have analyzed the effects of image on interest in the destination and trust to tourism destinations: Rita and Moutinho (1992) proved the effect of service quality and price, value and customers’ perception on company performance and trust (tourism zone), as well as satisfaction of tourists who returned and revisited the tourism zone. Chen and Phou (2012) studied the relations between image towards the destination, destination personality, tourist-destination relations, and tourists’ behaviour. Results have shown that a image about the destination and its personality will positively influence the tourist-destination relations (reliance, satisfaction, attachment) which will influence tourists’ behaviour on its turn. Hsu and Liping (2009) proposed in a context study that mental perception regarding the destination increases tourist’s confidence when choosing that destination. Results indicated that a positive and significant relation existed between image and tourists’ trust on destination. All those said, the following hypotheses are proposed here: H1: destination image has a positive and significant impact on trust to the destination. H2: destination image has a positive and significant impact on attachment to the destination. Destination Personality The brand name is considered as a symbol of good fame for an organization which potentially can lead to various business achievements. This issue has been considered important to the extent that experts in the field define some personalities for commercial brands and try to find logical relationships between customer personalities and their favorite brand name personalities (Motameny and Hormozy, 2013). Acker defined the brand personality as the set of human qualities and personality which are assigned to a brand name (Acker, 1997). A strong brand personality is able to convince people to consume products from that brand, because consumers feel their trust is betrayed if qualities or behaviour of a brand is not in concordance with its personality, and thus, stop using that brand. Implementing brand personality in brand management strategies can help

companies to attain satisfaction, loyalty and profitability (Kim et al, 2001). Some researchers have analyzed the effect of personality on trust and attachment to the brand names: Rezaei dolat-abadi et al. (2013) studied the effect of brand personality on loyalty along with mediating role of effecting structures, trust and brand preference. The results of that study have shown that effects of mediating variables are approved. In other words, their findings support the importance of brand personality role on its influence, brand preference, and trust when predicting customers’ loyalty to the brand. Kang and Sharma (2010) believe that as the brand personality is realized, trust on it is formed and its intellectual value grows amongst customers. In fact, they view the brand personality as a means of creating intellectual value. Foreigner (1998) states that if the brand personality is developed appropriately, it can lead consumers to start and develop a strong sentimental relation with it and consequently get attached to it more strongly. Following hypotheses are proposed considering above observations: H3: Destination personality has a positive and significant impact on the trust to the destination. H4: Destination personality has a positive and significant impact on attachment to the destination. Attachment, trust and loyalty to the tourism destination Attachment to a tourism location is a sentimental bond. A person’s sentimental bond to a certain environment is formed and defined as a set of beliefs and sentiments which he/her feels towards that particular place and they lead to a concept through an interactive relationship. Feeling of attachment to objects or places inseminates from gloom and sadness which a person feels when those objects or places are not available or do not exist. People develop sentimental bonds with destinations through creating and extending long-term relations with certain sets of their personality (Chen and Phou, 2012). Lee and Allen (1999) state that people are attached to places generally after one or a few times of visit; although some people may feel attachments and feelings to places they have never visited before. Trust is a must for service marketing in order to maintain the relation with customers and service

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providers, because customers are often required to make purchase decision before actually experiencing the service (Kazemi and Barid Nazif, 2010). Fukoyama (1995) defined trust as the expectation of regular, correct and cooperative behaviour in a society based on common gauges amongst parts of that society. Fukoyama believes that technological evolutions will constantly highlight the role of trust in understanding business behaviour such as marketing activities (Hoseini and Ahmadinejad, 2008). Considering that number of available destinations is increasing as customer choices, using the factor of trust to the destination as a strategy for creating and maintaining loyalty towards the destination seems necessary. Trust is basically a multi-dimensional evaluation and structure. Trust to a destination is mostly a cognitional issue and is consisted of the mental knowledge regarding the destination (for example reliability, guarantee and confidence) (Roodurmun & Devi Juwaheer, 2010). Chen and Phou (2012) define trust as a tourist’s intention to rely on abilities of a tourism destination to perform its determined duties. As there are wider inter-individual relations existing between service provider and clients in services sector, the role of loyalty is of special importance in this sector (Hoseini and Ahmadinejad, 2008). Marketing executives generally have learnt that maintaining current customers would be cheaper than attracting new ones. Customer loyalty is the key to long life of a business brand or a company; and can be related to growth of the company as well (Ghafari ashtiani and Eskandari mehrabadi, 2011). Loyalty is a result of more favored viewpoint towards a commercial logo in comparison to other logos and repeated purchase behaviour. Basically, loyalty to a brand is related to customers’ recurrent purchases. However, recurrent purchase may only indicate temporary satisfaction of the customers by the brand. Therefore, the loyalty concept is developed through both the viewpoint and behavioural loyalty (Nadi et al. 2009). Yee et al (2001) proposed eight measures for loyalty in terms of behavioural, viewpoint, and cognitional personality: recurrent purchase behaviour, verbal communication, time length of use, price tolerance, intention for recurrent purchase, priority, decreasing choice behaviour, first in mind (Khajoee and Nayebzadeh, 2013). Attachment and trust influence loyalty; this issue is taken under investigation by some studies such as:

Youksal et al, (2010) found that feeling attached to a destination is an important prerequisite for loyalty to it. Berry (1995) suggested that the only marketing tool is strong relations which can be used as a means of increasing loyalty and relation quality. Lau and Lee (1999) suggest that trust on the brand is important; this is a key factor of developing loyalty to the brand. Authors state that a positive and significant relation exists between trust and loyalty. Sahin et al, (2011) has investigated the effect of brand experience, trust and satisfaction on creating loyalty to the brand. Those results suggest that brand experience, satisfaction and trust would positively and significantly influence loyalty. Above said, the following hypotheses are proposed here: H5: Trust to the destination has a positive and significant impact on loyalty to destination. H6: attachment to the destination has a positive and significant impact on loyalty to destination. CONCEPTUAL MODEL OF THE RESEARCH A conceptual model considering theoretical and research bases explained above, is presented here. The model is adopted from Chen and Phou (2012) study. FIGURE 1 HERE RESEARCH METHODOLOGY Research methods can be generally categorized according to two measures: research purpose, and data collection method. The present study can be seen as an applied research in sense of purpose. On the other hand, considering data collection method, this study would be regarded as a descriptive research (non-experimental). Descriptive research can be conducted through various methods. However, this study uses a correlation research method. Applied research is mainly conducted in order to develop applied knowledge about a certain field of science. In other words, applied sciences will guide the knowledge towards practical uses. Statistical population and sample The statistical population for the present study was consisted of all Iranian tourists who visited tourist attractions of Khorram-abad city. However, collecting and analyzing complete data pertaining to all tourists in that city would require much time and financial

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resources due to vast statistical population. We have used sampling method to tackle this task. Our samples were chosen on a random basis. We assume the statistical population to be unlimited since it covers a very broad range and large number of people; also creating a complete list of those tourists cannot be practically possible. In order to calculate the sample size, Cochron’s formula was used in consideration of multi-value questions, range scale, and very large population size (unlimited):

supportive factor analysis, and Structure Equations Model (SEM) in order to test the hypotheses. Subjective and spacial domain The subjective domain of this study is tourism marketing and includes variables like image of destination, destination personality, trust to destination, attachment to destination, and loyalty to the tourism destination. Spacial domain of the present study was tourism attraction places all over Khorramabad city.

𝑝(1−𝑝)𝑍𝛼

𝑛≥

2

𝜀2

In which, n = sample size α = 5% tolerance coefficient ε = estimation accuracy = 0.05 p = ratio of society members having a certain characteristic = 0.5 (1-p) = ratio of society members NOT having a certain characteristic = 0.5 Zα/2 = Normal likelihood value which is 1.96 . Therefore, the sample size was estimated to be 384 using the Cochron’s formula. However, 450 questionnaires were distributed and finally 362 of them were qualified and analyzed by the researcher. Data collection methods Data collection task for this study was conducted through using a questionnaire. Questions pertaining to image of destination were adapted from Martin and Bouske (2008) and Chen and Phou (2007); questions pertaining to variable of destination personality were adopted from Acker (1997); questions pertaining to variables of trust and attachment to destination were adopted from Chen and Phou (2012); and finally the questions pertaining to loyalty to the destination were adopted from questionnaire given in Kim (2012). Data analysis method Data analysis has been done using descriptive statistics and inferential statistics through using SPSS (22.0) and LISREL (8.8) software packages. Descriptive statistics includes percents, mean, standard deviation, variance etc…; while inferential statistics would involves performing data normality test, t-test for independent groups, correlation test,

Stability of the questionnaire The Cronbach’s alpha value was calculated using SPSS (22.0) software. Following the distribution of 30 questionnaires in pilot phase, the preliminary alpha value was calculated using SPSS (22.0). As Table (1) shows, all variables were considered stable separately and altogether since the alpha value pertaining to each variable as well as total alpha were larger than 0.07 in values. TABLE 1 HERE RESEARCH FINDINGS Descriptive statistics In this section, we examine the distribution of statistical samples for variables like gender, education level, age, etc… using SPSS (22.0) software. The results obtained from analyzing demographic data show that 42.5% of respondents were on their first time of travel to Khorram-abad. 59.7% were to stay one or two days in the city. 73.8% were travelling alongside their families. 65.7% of them described their goal as recreation and vacation. 77.6% were using their private car as the transport vehicle. Table (2) contains more details. TABLE 2 HERE Inferential statistics Various statistical techniques can be used in each study based on research necessities in order to prove or reject research different hypotheses. This study uses Pearson’s correlation coefficient and Structure Equations as the tools to test for hypotheses under examination. All analyses were performed using SPSS (22.0) and LISREL (8.8) software. Correlation Technique

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Pearson’s t-test was used in order to measure the correlation between independent and dependent variables. Table (3) summarizes the obtained results. As it can be observed, significance values for all the cases were lower than 0.05 suggesting that null hypothesis – which states that no correlation exists between variables – is already rejected. Also it can be said that the relation between independent and dependent variables is positive and significant since the correlation values for all cases are higher than 0.3. TABLE 3 HERE Pattern recognition The structure equation model was used as the tool to prove or reject the hypotheses under examination. This model was fitted with the data using LISREL software. Value of χ 2 /df was 2.9 while the value of RMSEA was 0.073; those numbers indicate that the model was fitted appropriately with the data. Therefore, our test hypotheses can be examined using that model confidently. The structure equations model is shown in graph (1) in significance mode. Table (4) shows other indices of goodness of fit. FIGURE 2 HERE TABLE 4 HERE Considering the structure equations model:  Significance level value for first hypothesis (effect of image on trust to tourism destination) was 2.73. This hypothesis is supported since this value is not between 1.96 and 1.96.  Significance level value for second hypothesis (effect of image on attachment to tourism destination) was 2.87. The hypothesis was supported since this value was not between 1.96 and 1.96 as well.  Significance level value for third hypothesis (effect of personality on trust to tourism destination) was 4.46. The hypothesis was supported since this value was not between 1.96 and 1.96.  Significance level value for fourth hypothesis (effect of personality on attachment to tourism destination) was 4.92. The hypothesis was supported since this value was not between -1.96 and 1.96.  Significance level value for fifth hypothesis (effect of trust on loyalty to the tourism destination) was 2.44. The hypothesis was

supported since this value was not between 1.96 and 1.96.  Significance level value for sixth hypothesis (effect of attachment on loyalty to the tourism destination) was 6.76. The hypothesis was supported since this value was not between 1.96 and 1.96. CONCLUSION AND SUGGESTIONS Results obtained from data analysis show that significance value for the effect of image on the trust on the destination is 2.73 which eventually approves the first hypothesis. Those results are in concordance with the results of Ha (2014) and Hsu and Liping (2009) regarding this hypothesis. The significance value for effect of image on the attachment to tourism destination was 2.87. The second hypothesis was approved since this value is not in the range of -1.96 to 1.96. This result also supports those obtained by Chen and Phou (2012). When we examine the hypothesis about effect of destination personality on trust to the destination, the significance value is 4.46 which suggest that the hypothesis is approved since the value is not between -1.96 and 1.96. That means personality of the destination is positively and significantly related to trust to it. The results obtained here about that hypothesis are supported by Matameny et al. (2010), Rezaei dolat-abadi et al, (2012) and Kang and Sharma (2010) as well. Regarding the effect of destination personality on attachment felt by tourists towards it, the significance level was 4.92 which was not between -1.96 and 1.96, thus the hypothesis is approved; this is in concordance with results obtained by Foreigner (1998). The significance value for the fifth hypothesis was 2.44. We can state that this hypothesis was approved, since this number is not in the range of -1.96 to 1.96 again. That means trust to the destination does influence loyalty to that destination in a positive and significant way. This is also in concordance with results which were reported by Hoseini et al, (2003), Belaid and Behi (2011), Berry (1991) and Delgado –Ballester & Manuera – Aleman (2001). Finally, the significance value for the hypothesis regarding the effect of attachment to the destination and loyalty to it as a tourism destination was 6.67 which is not between -1.96 and 1.96; thus the hypothesis is approved. This result is supported by the result obtained by Youksal et al, (2010). Here we provide some practical suggestions aim for

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implementing the results obtained by the present study. Tourist destinations need to implement brand name strategies in order to create competitive advantages. Brand name personality is a long-term effective factor which helps with forming special value for the brand. Therefore, destination managers have to consider those factors when developing strategies for their business; so that they can create an appropriate personality for their tourism destination in tourist minds. Having in mind that image and personality of tourism destination influence the trust of tourists on the destination, we propose that marketing executives have to adhere to commitments they have made and transmitted to customer minds through advertisements and brand establishment activities in order to increase their trust level to that certain destination brand. Otherwise the credibility of advertised messages, created image and also consumers’ trust on the commercial name and logo would fade out. Providing the service which was promised to the clients and hiring people who provide the clients with the best services would lead to formation of trust to the destination. Considering the results of our hypotheses, we suggest that effective techniques of managing relations with customers to be practiced and their needs and demands have to be diagnosed, and services have to be designed according to them in order to increase loyalty level of the customers towards the brand. Factors such as natural viewports and landscapes, outer and public face of places, the number of tourism choices, local weather conditions, how the local people treat tourists and local hospitality in the region play essential role in promoting tourists’ satisfaction. Considering those choices along with more efficiency and in some cases providing required mechanisms of desired implementation of facilities would play key roles in tourism development in the destination area. We suggest that measures have to be taken for preserving natural landscape, introducing the region based on its weather conditions, promote physical situation, cultural condition in sense of transactions with tourists, increasing public awareness regarding the results of such transactions in tourism attraction, and cultivating hospitality amongst locals.

SUGGESTIONS FOR FUTURE RESEARCH This study only focused on the effect of mental image, brand personality, trust and attachment on the loyalty to the tourism destination. There are much more factors such as realized value, satisfaction, risk etc… which influence the loyalty as well. Researchers are encouraged to address those factors in their future studies. This study uses Acker’s personality scale (1997) regarding the tourism attraction. Although study findings do approve using that scale, but it may not completely represent personality personality associated with a tourism destination. Therefore, future studies need to try and create and develop a more authorized, trustworthy and general personality scale for this task. RESEARCH LIMITATIONS  Some tourists did not intend to cooperate and did not want to complete the questionnaire.  High ratio of not returning questionnaires due to tourists changing location.  Some questions were not answered with enough attention and consequently were phased out of data analysis process. REFERENCES Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing research, 347-356. Akbari, A; Rostami, M and Rostami M (2013), “Examining the effect of commercial relations and service quality on customer loyalty through trust to brand”, second national conference of modern management science, Golestan province. Alegre, J., & Juaneda, C. (2006). Destination loyalty: Consumers’ economic behavior. Annals of Tourism Research, 33(3), 684-706. Belaid, S., & Behi, A. (2.11). The Role of Attachment in Building ConsumerBrand Relationships: an Empirical Investigation in the Utilitarian Consumption Context. Journal of Product & Brand Management, 2 (1), 3848. Berry, L. L. (1995). Relationship marketing of servicesdgrowing interest, emerging perspective. Journal of the Academy of Marketing Science, 23, 236-245.

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APPENDIX Table (1): Cronbach’s alpha values for each structure under study Table (2): Demographic data

C

Variable

Cronbach’s alpha

1

Image

0.82

2

Destination personality

0.78

3

Trust

0.91

4

Attachment

0.86

5

Loyalty

0.93

6

Total stability

0.93

Descriptive information gender

Age group

Income level

Frequency (%)

Female

50.1

Male

49.9

younger than 25

33.8

25-35

43.2

35-45

12.5

45-55

9.1

Older than 55

1.4

Less than 500,000

43.4

500,000-1,000,000

23.0

1,000,000-1,500,000

19.5

190


No. of family members

1,500,000-2,000,000

6.3

Higher than 2,000,000

7.8

2

10.8

3-4

44.2

5-7

36.1

More than 7

8.9

Table (3): Results of Pearson’s correlation test Item Independent var. 1

Dependent var.

Error Significance Correlation level level level

Image

Trust to destination

0.05

0.000

0.736

Image

Attachment to destination

0.05

0.000

0.723

Brand personality


0.05

0.000

0.733

Brand personality


0.05

0.000

0.816

2

3

4

191


5

6


Loyalty to destination

0.05

0.000

0.765


Loyalty to destination

0.05

0.000

0.844

Table (4): adjusted results of GoF Index

Value

Goodness of Fit Index (GFI)

0.88

Adjusted Goodness of Fit Index (AGFI)

0.84

Bentler-bount Normalized Fit Index (NFI)

0.97

Relative Fit Index (RFI)

0.97

Incremental Fit Index (IFI)

0.99

Tocker-Louis Index (TLI) or NonNormalized Fit Index (NNFI)

0.98

Comparative Fit Index (CFI)

0.99

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Figure (1): Conceptual model of the study H1 trust to destination

destination image

H5

Loyalty to

H2

destination

H3 Attachment to destination

Destination pe rsonality

H6

H4

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Graph (1): structure equations model (significance mode)

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