The Effect of Destination Image on the Perceived Value and Experience Quality: A Research on Cultural Tourists

Abstract

The positive image of a tourist destination is great importance in terms of the tourist arrival and tourism revenues of the region. Creating a positive image is a strategic decision, but the output is clearly worth it. Particularly, the positive image, the quality of the experience and the perceived value of the touristic demand can significantly affect the many variables are kept under control or even cause to be affected. Based on these facts, it was aimed to determine the effect of destination image on perceived value and experience quality. In this context, a survey was conducted in Kastamonu city center for three months and 397 people were surveyed. Structural model was formed as a result of factor analysis. As a result of the study, it was determined that the destination image has a significant and positive effect on the perceived value and experience quality.

Keywords

• Destination Image
• Perceived Value
• Experience Quality
• Culture Tourists
• Kastamonu

Destinasyon İmajının Algılanan Değer ve Deneyim Kalitesine Etkisi: Kültür Turistleri Üzerine Bir Araştırma

Öz

Bir turistik destinasyonun sahip olduğu olumlu imaj, o bölgenin aldığı turistik varış ve turizm gelirleri açısından büyük önem arz etmektedir. Olumlu bir imaj yaratabilmek stratejik bir karar olması dolayısıyla uzun vadeli bir süreci ifade etse de çıktıları buna değdiğini çarpıcı bir şekilde gözler önüne sermektedir. Özellikle sahip olunan pozitif imaj, deneyim kalitesi ve algılanan değer gibi turistik talebi önemli ölçüde etkileyebilecek birçok değişkenin de kontrol altında tutulmasını sağlamakta, hatta etkilenmesine sebebiyet vermektedir. Bu gerçeklerden hareketle araştırmada destinasyon imajının algılanan değer ve deneyim kalitesi üzerindeki etkisini tespit etmek amaçlanmıştır. Bu kapsamda Kastamonu şehir merkezinde üç ay süreyle anket yapılmıştır. Değerlendirmeye tabi tutulan 397 anketle birlikte oluşturulacak modele ilişkin ölçeklere faktör analizi yapılmış ve yapısal model oluşturulmuştur. İnceleme neticesinde destinasyon imajının algılanan değer ve deneyim kalitesi üzerinde anlamlı ve pozitif etkisinin olduğu tespit edilmiştir.

Anahtar Kelimeler

• Destinasyon İmajı
• Algılanan Değer
• Deneyim Kalitesi
• Kültür Turistleri
• Kastamonu

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