DESTİNASYON KİŞİLİĞİNİN ZİYARETÇİ MEMNUNİYETİNE ETKİSİ: MARDİN’İ ZİYARET EDEN TURİSTLER ÜZERİNDE BİR UYGULAMA

Year 2019, Volume: 4 Issue: 3, 63 - 73, 30.09.2019

Serkan Gün Cafer Şafak Eyel

Abstract

Turizm
destinasyonlarını ziyaret eden turistlerin destinasyonla ilgili
memnuniyetlerini etkileyene unsurlardan birisi o destinasyonun kişilik
özellikleridir. Bu çalışmada, Mardin şehrini ziyaret eden yerli turistlerin
destinasyon kişiliği algılarının ziyaretçi memnuniyetleri üzerindeki etkisinin
araştırılması amaçlanmıştır. Tesadüfi örnekleme yöntemiyle gerçekleştirilen
çalışma kapsamında Şubat 2018 ve Ağustos 2018 arasında Mardin’i ziyaret eden
403 yerli turistten anket tekniğiyle veri toplanmıştır. Destinasyon kişiliğini
ölçmek üzere Uşaklı ve Baloğlu (2011) tarafından oluşturulan ve Chen ve Phou
(2013) tarafından geliştirilen 30 maddelik Destinasyon Kişiliği Ölçeği
kullanılmıştır. Ziyaretçi memnuniyetini ölçmek üzere ise, literatür taraması
neticesinde karma bir ölçek oluşturulmuş ve kullanılmıştır. Anket vasıtasıyla
elde edilen veriler SPSS 22.0 programı ile analiz edilmiştir. Çalışma
neticesinde, Mardin’in destinasyon kişiliği özelliklerinin ziyaretçi
memnuniyeti üzerinde anlamlı ve pozitif etkisi bulunduğu bulgusu elde
edilmiştir.

Keywords

Destinasyon, Marka Kişiliği, Destinasyon Kişiliği, Ziyaretçi Memnuniyeti

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