The influence of brand elements on loyalty in health tourism destinations: case study of Prolom Banja

Abstract

The purpose of this research is to test the impact of destination brand elements (image, quality, and awareness) on loyalty in the context of Prolom Banja as a health tourist destination. The research was conducted on a statistical sample of 172 respondents. The authors distributed a questionnaire online through the official Facebook profile of Prolom Banja. The impact of destination brand elements on loyalty was tested by using multiple regression. Research results showed that destination quality and destination awareness make a uniquely significant contribution to destination loyalty prediction, i.e. a positive impact of predictor variables (quality and awareness) on destination loyalty was identified. Also, the findings show that the image of the destination does not make a significant unique contribution to the prediction of destination loyalty. The results were discussed, implications and limitations were presented, as well as recommendations for future research.