Destination Branding And The Impact Of Perceived Quality And Image On The Loyalty

Authors

Artur Bobovnický Department of Marketing Communication, Faculty of Mass Media Communication, University of Ss. Cyril and Methodius, Trnava Author

DOI:

Keywords:

nation branding, brand image, satisfaction, net promoter score, loyalty, structural equation modelling, partial least square, hypothesis, willingness to recommend, willingness to revisit

Abstract

The importance of country brand image has been assessed and based on the reviews of recent developments in nation branding worldwide. To evaluate the loyalty of the visitors the impact of satisfaction and brand image has been evaluated.Quantitative data from Czech Republic have been utilized and PLS modelling was used to evaluate the relative impact of satisfaction and brand image.

Author Biography

Artur Bobovnický, Department of Marketing Communication, Faculty of Mass Media Communication, University of Ss. Cyril and Methodius, Trnava

Artur Bobovnický is a Managing Partner at IMP Consulting, consulting think-tank headquartered in Innsbruck, Austria. Before coming to IMP he was Managing Director of several companies, e.g. consulting house EDAS, National Investment Promotion Agency SARIO and EuroTel Bratislava (later T-Mobile). He is the author of numerous marketing publications and has been invited to speak in Slovakia as well as abroad. He gives lectures on Strategic Management and Global Marketing at the University of Ss. Cyril and Methodius in Trnava, Slovakia.

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Published

2025-05-02

Issue

Vol. 2 No. 1 (2011): Communication Today 1/2011

Section

Research studies

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Bobovnický A. . (2025). Destination Branding And The Impact Of Perceived Quality And Image On The Loyalty. Communication Today, 2(1), 84-93. https://doi.org/10.0000/y2mb2609

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