Beyond Service Excellence: Exploring Brand Image as the Bridge between Service Quality and Customer Loyalty in Nature Tourist Camps

Research reveals that brand image acts as a critical mediator between service quality and customer loyalty in nature tourist camps, significantly influencing repeat visitation. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study analyzed data from tourists staying at Wadi Rum Protected Area in Jordan, demonstrating how positive brand perception strengthens the link between service excellence—measured by dimensions like tangibles, reliability, responsiveness, assurance, and empathy—and long-term customer loyalty. This finding underscores the strategic importance of brand image in outdoor hospitality, particularly as the sector experiences rapid growth.

ALMASARWEH, M. S., HARB, A., ALNAWAISEH, M. B., ALMAJALI, T. A.,. (2024). BEYOND SERVICE EXCELLENCE: EXPLORING BRAND IMAGE AS THE BRIDGE BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN NATURE TOURIST CAMPS. GeoJournal of Tourism and Geosites, 53(2), 725–735. https://doi.org/10.30892/gtg.53236-1248