MEDIATING ROLE OF DESTINATION SATISFACTION IN THE EFFECT OF PERCEPTUAL IMAGE ON DESTINATION LOYALTY

Year 2021, , 1358 - 1369, 01.07.2021

Yakup Öztürk

https://doi.org/10.17755/esosder.855130

Cited By: 1

Abstract

ALGISAL İMAJIN DESTİNASYON SADAKATİ ÜZERİNDEKİ ETKİSİNDE DESTİNASYON MEMNUNİYETİNİN ARACILIK ROLÜ

Abstract

Algılanan destinasyon imajı, turistlerin memnuniyetini etkilediği gibi, tekrar ziyaret niyetine yön vererek destinasyon sadakatinin oluşmasına da katkıda bulunur. Bu çalışmada yerli turistlerin destinasyon imajı algılarının destinasyon sadakatine etkisinde destinasyon memnuniyetinin aracılık rolü araştırılmıştır. Analiz için kullanılan veriler Antalya/Kaş’ı ziyaret eden 449 turistten anket tekniği kullanılarak elde edilmiştir. Yapısal eşitlik modeli ile destinasyon imajı ve destinasyon memnuniyetinin destinasyon sadakati üzerindeki etkileri yol analizi çizilerek test edilmiştir. Araştırma bulguları genel olarak kavramsal modeli desteklemekte ve destinasyon imajının destinasyon sadakati üzerinde etkili olduğunu ve bu ilişkiye destinasyon memnuniyetinin aracılık ettiğini göstermektedir. Çalışmada elde edilen analiz sonuçlarına bağlı olarak yorum ve öneriler geliştirilmiştir.

Keywords

Destinasyon imajı, Destinasyon memnuniyeti, Destinasyon sadakati, Kaş

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