Creating Brand Experience Based on Brand Equity in Tourism Destinations

Abstract

The purpose of introducing the attractions of destinations, making them known to tourists, determining the brand elements specific to the holiday region, and creating associations in the consumer over time is to attract a certain number of visitors to the holiday destination every year. The aim of local governments in tourism destinations, associations or organizations that carry out tourism and promotion activities, and tourism operators is to attract a certain number of tourists to the region every year, to provide them with a good holiday experience, to satisfy them during their stay, and to create an attitude towards revisiting the area. The most important achievement in this process is to develop loyal tourists to the tourism destination. This chapter examined the importance of brand loyalty in destinations based on brand management principles and experiential marketing. By giving place to the results of various researches carried out in this field in the world, gaps in the literature have been identified, and it is aimed to make inferences that will guide future studies.