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

Year 2018, Volume: 6 Issue: 2, 119 - 146, 13.12.2018

Demet Ceylan , Beykan Çizel

https://doi.org/10.30519/ahtr.449176

Cited By: 5

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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