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Confidence and loyalty for agrotourism brands: The Lesvos paradigm

Author

Listed:
  • Chatzigeorgiou, Chryssoula
  • Christou, Evangelos
  • Simeli, Ioanna
Abstract
It has been established that strong brands are important in the agrotourism industry. Agrotourism brands provide the link between visitors and the agrotourism firms and tourists may or may not develop a degree of loyalty to relevant brands. The present study suggests that confidence in an agrotourism brand has high influence in development of brand loyalty. Based on hypotheses developed, confidence in an agrotourism brand is influenced by brand characteristics, agrotourism company characteristics and visitor characteristics. The present survey took place in Greece and examined the attitudes of visitors in agrotourism firms at the island of Lesvos. Survey results demonstrate that agrotourism firm brand characteristics appear more important in their impact on a visitor’s confidence in a brand. It was also established that confidence in a brand is positively influencing loyalty. Recommendations are developed for agrotourism marketers in relation to building and maintaining visitor confidence in a brand.

Suggested Citation

  • Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:93898
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    File URL: https://mpra.ub.uni-muenchen.de/93898/1/MPRA_paper_93898.pdf
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    References listed on IDEAS

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    More about this item

    Keywords

    agrotourism; branding; brand loyalty; brand confidence; Lesvos;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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