Izvorni znanstveni članak
https://doi.org/10.20867/thm.32.2.8
The quality of life’s relationship with the destination brand loyalty and destination brand value
Marijana Jurišić Mustapić
Maja Bašić
orcid.org/0000-0002-1842-7091
*
Petra Laušić
* Dopisni autor.
Sažetak
Purpose – This study explores how perceived quality of life in a destination—specifically
environmental and social dimensions—is related to destination brand loyalty and brand value.
The local population plays a key role in shaping and sustaining a strong destination brand
through their lived experiences.
Methodology/Approach – A survey was conducted from December 2023 to February 2024
with 217 residents from two tourist destinations in Split-Dalmatia County. Destination brand
equity was assessed through brand loyalty and brand value, while quality of life was measured
via environmental and social factors. The analysis also considered demographic differences
based on gender, education level, and location.
Findings – Both environmental and social quality of life are significantly and positively related
to destination brand loyalty and brand value. Gender differences emerged with environmental
quality relating to loyalty among females more strongly than males. Educational background
and location also moderated perceptions of brand value.
Originality – Set against the backdrop of rising tourism pressure and overtourism, this study offers
new insights into how residents’ quality of life is related to destination branding. By examining
micro-locations, it emphasizes the importance of context and demographic variation in shaping
brand perception, offering a more resident-centered perspective to destination management.
Ključne riječi
Hrčak ID:
345129
URI
Datum izdavanja:
4.3.2026.
Posjeta: 213 *