A Study of Turkish Tourists' Perceptions and Revisit Intentions on Mersin Kız Kalesi Destination

Abstract

The purpose of this study was to analyze the relationships between destination service quality, price perceptions, overall vacation satisfaction and revisit intentions with regards to Mersin Kızkalesi destination. To achieve this purpose, a research model that contained the relationships between a five-factor destination service quality perceptions, price perceptions, overall vacation satisfaction and revisit intentions was tested. The dimensions of service quality perceptions were composed of accommodation, food and beverage services; transportation; overall hygene and cleanliness of the destination; hospitality and activity and support services (Kozak 2003; Kozak 2001b). The data were collected from 231 Turkish tourists who spent their latest vacation in Kızkalesi, Mersin, Turkey. The research results showed that overall vacation satisfaction was largely defined by accommodation, food and beverage services and hospitality while revisit intentions were largely defined by activity and support services as well as accommodation, food and beverage services and hospitality. A number of practical implications of the study were generated for local governmental and non-governmental institutions.

Keywords

• domestic tourist,customer satisfaction,customer behaviours,service quality,tourist satisfaction,tourist perceptions,destination choice,destination image,Mersin,corycos

Yerli Turistlerin Mersin Kızkalesi Destinasyonu ve Tekrar Ziyaret Niyetleri ile İlgili Algılamaları Üzerine Bir Araştırma

Öz

Bu çalışmanın amacı; destinasyon ölçeğinde hizmet kalitesi algıları, fiyat algıları, genel tatil memnuniyeti ve tekrar ziyaret niyeti arasındaki ilişkilerin incelenmesidir. Mersin Kızkalesi'ni ziyaret eden yerli turistlerin destinasyon ölçeğinde hizmet kalitesi değerlendirmeleri beş boyutta incelenmiş ve bu boyutların ve fiyat algılarının genel tatil memnuniyeti ve tekrar ziyaret niyetleri ile olan ilişkileri bir araştırma modeli ile test edilmiştir. Hizmet kalitesi boyutlarını, konaklama yeri ve yiyecek içecek hizmetleri, ulaşım, genel hijyen ve temizlik, misafirperverlik ve aktivite ve hizmetler oluşturmuştur (Kozak 2003; Kozak 2001b). Kızkalesi destinasyonunda 231 yerli turistle yapılan anketler sonucunda, müşteri memnuniyetini önemli ölçüde etkileyen faktörlerin, konaklama yeri ve yiyecek içecek hizmetleri ve misafirperverlik olduğu bulunmuştur. Ayrıca, tekrar ziyaret niyetleri açısından bu iki faktöre ilaveten aktivite ve hizmetlerin de önemli bir gösterge olduğu ortaya çıkarılmıştır.

Anahtar Kelimeler

• yerli turist,müşteri memnuniyeti,müşteri davranışları,hizmet kalitesi,turist memnuniyeti,turist algılamaları,destinasyon seçimi,destinasyon imajı,Mersin,kızkalesi

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