AUTHENTICITY PERCEPTION CUSTOMER SATISFACTION, DESTINATION THE EFFECT OF IMAGE ON BEHAVIORAL INTENTION: THE EXAMPLE OF IZMİR THE HISTORICAL CITY OF BIRGI

Abstract

The aim of this study is to determine the effect of authenticity perception, customer satisfaction and destination image on behavioral intention. The population of the research consists of tourists visiting Birgihistorical city of Izmir province. In the study, 401 questionnaires were collected with typical case sampling, one of the purposeful sampling methods, between 02 June and 25 September 2022. In the research, SmartPLS statistical program was used to test the hypotheses, and the structural equation model was used in the analysis of the data. In this context, it has been determined that the structural authenticity perceptions of the tourists participating in the research have no effect on customer satisfaction, but that structural authenticity has a positive effect on the destination image. It has been determined that objective and existential authenticity have a positive effect on both customer satisfaction and destination image. It has been concluded that customer satisfaction and destination image have a positive effect on behavioral intention. In addition, recommendations were developed in line with the results of the research.

Keywords

• Authenticity Perception
• Customer Satisfaction
• Destination Image
• Behavioral Intention
• Birgi.

OTANTİKLİK ALGISI MÜŞTERİ TATMİNİ VE DESTİNASYON İMAJININ DAVRANIŞSAL NİYET ÜZERİNDEKİ ETKİSİ: İZMİR BİRGİ TARİHİ KENTİ ÖRNEĞİ

Abstract

Bu çalışmanın amacı, otantiklik algısı, müşteri tatmini ve destinasyon imajının davranışsal niyete etkisinin incelenmesidir. Araştırmanın evrenini İzmir ilinin Birgitarihi kentini ziyaret eden turistler oluşturmaktadır. Araştırmada 02 Haziran-25Eylül 2022 tarihleri arasında amaçlı örnekleme yöntemlerinden ölçüt örneklemesi ile 401anket toplanmıştır. Araştırmada hipotezlerin test edilmesi için SmartPLSistatistik programı kullanılmış olup, hipotez testi aşamasında yapısal eşitlik modelinden faydalanılmıştır. Bu kapsamda araştırmaya katılan turistlerin yapısal otantiklik algılarının müşteri tatmini üzerinde etkisinin olmadığı fakat yapısal otantikliğin destinasyon imajı üzerinde pozitif yönde anlamlı bir etkisinin olduğu belirlenmiştir. Nesnel ve varoluşsal otantikliğin hem müşteri tatmini hem de destinasyon imajı üzerinde pozitif yönde anlamlı bir etkisinin olduğu sonucuna ulaşılmıştır. Müşteri tatmini ve destinasyon imajının ise davranışsal niyet üzerinde pozitif yönde anlamlı bir etkisinin olduğu tespit edilmiştir. Ayrıca araştırmanın sonuçları doğrultusunda öneriler geliştirilmiştir.

Keywords

• Otantiklik Algısı
• Müşteri Tatmini
• Destinasyon İmajı
• Davranışsal Niyet
• Birgi

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