DESTİNASYON İMAJ ÖLÇEĞİNİN İNGİLİZ, ALMAN VE RUS TURİSTLER ARASINDA FARKSIZLIĞININ TEST EDİLMESİ: ÇOKLU GRUP DOĞRULAYICI FAKTÖR ANALİZİ

Abstract

Araştırmacılar destinasyon imajının çok boyutlu ve karmaşık tutum yapısına sahip olduğu konusunda fikir birliğine sahiptir. Sosyal psikoloji, bilişsel, duyuşsal ve davranışsal olmak üzere 3 tutum bileşenini ele almaktadır. Bu araştırma, (i) tüm tutum bileşenlerini içeren bütünsel ölçek geliştirerek , (ii) parselleme tekniği ile derinliği arttırılmış bir ölçüm aracı geliştirerek ve (iii) bu ölçeği İngiliz, Alman ve Rus turistler ile 3 milliyet üzerinde milliyetler arası farksızlığı test ederek literatüre üç alanda katkı sağlamaktadır. Araştırma 2017 yaz aylarında Antalya havalimanında Antalya’ya tatil amaçlı seyahat eden İngiliz, Alman ve Rus toplam 1495 katılımcı ile gerçekleştirilmiştir. Antalya Türkiye’nin güneyinde Akdeniz kıyısında bulunan mevsimsel bir kitle turizm destinasyonudur. 

Keywords

• Destinasyon imajı,Ölçek geliştirme,Çoklu grup doğrulayıcı faktör analizi,Kitle turizmi

Testing Destination Image Scale Invariance Among British, German and Russian Tourists: A Multigroup Confirmatory Factor Analysis

Abstract

Researchers agree that destination image is a multi-dimensional and complex structure of attitude. Social psychology suggests that attitudes are composed of affective, cognitive, and conative components. This study contributes to literature with (i) scale development integrating 3 explanatory dimensions of destination image; (ii) utilization of item parceling technique enabling extended depth with sub scales and (iii) by providing supporting evidence with multigroup confirmatory factor analysis that this measurement scale is invariant thus applicable for 3 nationalities namely British, German and Russian tourist. This empirical study provides clarity to number and definition of dimensions with an integrated scale invariant for three nationalities. The survey is carried in summer 2017 at Antalya Airport with a total of 1495 British, German and Russian respondents visiting Antalya region for holiday purposes.

Keywords

• Destination image,Scale development,Multigroup confirmatory factor analysis,Mass tourism

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