Brand Equity on Surf Destinations: Alaçatı Sample

Abstract

The purpose of this study is to develop a model related to dimensions of surf destination and determine the opinions of sport tourists toward surf destinations. In this research, Alaçatı surfing center was selected, as a surf destination, because Alaçatı is the most famous surf destination of Turkey and different international and national competitions were organized in there. Personal information form and Destination Brand Equity Scale were used for data gathering. Researchers conceptualized the destination brand equity as five dimensions: brand awareness, brand image, brand quality, customer value, and brand loyalty. The study group consisted of 270 surfers (156 male, 114 female). Reliability and validity analyses and structural equation modeling was used for analyzing data. According to the results of the structural equation modeling, destination brand awareness, brand image, brand quality, and customer value levels of females are greater than males. It found that the destination brand awareness of married surf consumers is greater than single surf consumers and the destination customer value increase, if the education level increase. In addition, the level of destination brand loyalty of surf consumers, who want to visit again Alaçatı destination, is greater 1.13 times than other surf consumers, who do not want to visit again Alaçatı destination. According to research findings, destination brand awareness has a positive and meaningful effect on destination brand image and destination brand quality, same as destination brand image and destination brand quality have a positive and meaningful effect on destination perceived value and destination perceived value has a positive and meaningful effect on destination brand loyalty. It found that the proposed model is a valid and useful model. In surf destinations, marketing activities are organized in order to develop the product and service quality, enhance the value of this destination for surf consumers. In addition to this, destination brand loyalty will increase and it will be provided that the surf consumers preference this destination more than others. © Springer Nature Switzerland AG 2020.