Building Loyalty Through Destination Branding: Understanding Tourist Behavior at Cox’s Bazar, Bangladesh

Abstract

This study investigates the key factors that influence destination branding, focusing on Cox’s Bazar, Bangladesh, known as the world’s longest sandy beach. Using the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA), it examines how factors like attitudes, subjective norms, perceived behavioral control, and destination trust affect tourists’ satisfaction and loyalty. The research involved 20 semi-structured interviews with visitors, analyzed through qualitative content analysis. The findings revealed 58 variables influencing tourist behavior, with major factors including the beach’s natural beauty, trust in safety and reliability, and perceived risks like high costs, traffic, and poor cleanliness. While most visitors were satisfied and likely to revisit or recommend the destination, these challenges need addressing to improve the experience. A loyalty framework is proposed, showing how satisfaction and trust lead to positive tourist behavior. This study contributes to better understanding and improving destination branding in Bangladesh.