Destinasyon Ambiyansı Turistlerin Değerlendirmelerini Nasıl Etkiler? Turist Tatmini, Sevinç ve Davranışsal Eğilimlere Yönelik Bir Araştırma

Yıl 2018, Cilt: 5 Sayı: 1, 15 - 27, 28.06.2018

Kemal Gürkan Küçükergin Selma Meydan Uygur

Öz

Fiziksel uyaranların, müşterileri nasıl
etkilediği ile ilgili olarak literatürde önemli bir bilgi birikimi mevcuttur.
Ancak, destinasyonun fiziksel bir parçası olan destinasyon ambiyansının
etkileri, bütünlük içerisinde literatürde üzerinde durulmuş bir konu değildir.
Bu nedenle; araştırmada destinasyon ambiyansı, sevinç, tatmin ve davranışsal
eğilimler arasındaki ilişkilerin tespit edilmesi amaçlanmıştır. Antalya’da
havaalanında, ülkeden çıkış yapmakta olan turistlere anket tekniğini
uygulayarak 522 geçerli veri elde edilmiştir. Verilerin analiz edilmesinde kısmi
en küçük kareler-yapısal eşitlik modellemesi yöntemi kullanılmıştır. Analiz
sonucunda destinasyon ambiyansı hem sevinci hem de turist tatminini olumlu
yönde etkilemiştir. Öte yandan sevinç ve turist tatmini davranışsal eğilimleri
olumlu yönde etkilemiştir. Ayrıca destinasyon ambiyansının, davranışsal
eğilimler üzerindeki toplam etkisi olumlu yöndedir ve anlamlıdır. 

Anahtar Kelimeler

Destinasyon ambiyansı, Antalya, turist tatmini, sevinç

Kaynakça

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