Antecedents of visitors’ brand loyalty: An investigation of India International Trade Fair

Abstract

Tourism destinations rely on visitors’ loyalty for continued profitability, which is reflected in repeat visits to a particular destination. Events play a critical role in enhancing the demand for a destination and increasing visitor loyalty. This study focuses on measuring the impact of visitors’ brand experience, visitors’ brand experience, visitors’ brand identification, satisfaction, and trust on their brand loyalty in the context of the India International Trade Fair (IITF) held in New Delhi. A structured questionnaire was administered to 243 visitors attending the event. The proposed conceptual model draws on the theories of Anthropomorphism, Social Identity and Relationship Marketing. Empirical testing was conducted using Confirmatory Factor Analysis and Structural Equation Modeling. The results indicate that visitors’ brand loyalty is significantly predicted by their personality, experience, brand identification, satisfaction, and trust at IITF. There is limited research on the antecedents of visitors’ brand loyalty in the context of festivals and events. This research adds new dimension to studies pertaining to festivals and events. Based on the findings, the study proposes directions for future research and managerial implications for event organizers.