الفهرس 
Chapter One: IntroductionOnly 14 pages are availabe for public view
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Abstract
Tourism industry is a blasting highly information intensive industry that is characterized by eager competition levels in an open global tourism markets. In order to be set apart from this fatal competition, creating positive destination brand image (DBI) is especially important for destinations offering almost similar attributes and affections.
In parallel, the use of the Internet to search for information is extended. Tourists demand for relevant, reliable, updated and complete information when making a destination choice decision. As a result, it became crucial for destination marketing organizations (DMOs) to create and consistently develop information system that extensively promote a favorable DBI to trigger destination choice. The use of online destination marketing system (DMS) can contribute to gaining a sustainable competitive advantage.
Since, DBI is an underdeveloped marketing concept and a contemporary topic for academic research, this study attempts to provide an elaborated analysis on the role of DMS in creating DBI and further examine the relationship between perceived DBI and tourist loyalty mediated by tourist satisfaction.
A proposed research framework was presented in which five hypotheses were developed and analyzed. Data was collected from a group of non- probability convenience sample via online and offline structured questionnaire. Responses from 366 usable questionnaires were analyzed in order to explore the existence and strength of the relationship between perceived destination brand image and tourist loyalty.
Reaffirming predominant literature, findings revealed the significant impact of perceived DBI on tourist loyalty. Moreover, of the two tourist’s loyalty dimensions studied, DBI has more impact on the intention to recommend than the intention to revisit. In addition, it was also observed that the role of DMS in creating and promoting DBI is minimal, while other information sources, such as media, travel agencies and word-of-mouth from family and friends, play a greater role.
A noticeable contribution of this study can be interpreted by the theoretical and managerial implications provided, along with the recommendations for future studies, aiming at overcoming current study limitations.