Müze İmajı ve Ziyaretçi Memnuniyetinin Davranışsal Niyete Etkisi: Afyonkarahisar Örneği

Abstract

Bu çalışmanın amacı müze imajı ve ziyaretçi memnuniyetinin davranışsal niyet üzerindeki etkisini belirlemektedir. Araştırmanın evrenini Afyonkarahisar’daki müze ve/veya sergi alanlarını ziyaret etmiş bireyler oluşturmaktadır. İlgili araştırmada nicel araştırma yöntemlerinden anket tekniği kullanılmıştır. Veriler, olasılığa dayalı olmayan örneklem metodundan amaçlı örneklem tekniği kullanılarak 06 Aralık 2022- 15 Ocak 2023 tarihleri arasında 396 müze ziyaretçisine anket uygulanarak toplanmıştır. Toplanan veriler Jamovi istatistik programı ile analiz edilmiş ve verilerin çözümlenmesinde betimsel istatistiklerin yanı sıra yapısal eşitlik modellemesinden yararlanılmıştır. Araştırma sonuçlarına bakıldığında müze imajı boyutlarının tümünün ziyaretçi memnuniyeti üzerinde pozitif yönlü anlamlı bir etkisinin olduğu, ziyaretçi memnuniyetinin de davranışsal niyet üzerinde pozitif yönlü anlamlı bir etkisinin olduğu belirlenmiştir. İlgili sonuçlar neticesinde, müze imajı ve memnuniyetine yönelik ziyaretçi deneyimini geliştirmek için öneriler sunulmuştur.

Keywords

• Müze İmajı
• Ziyaretçi Memnuniyeti
• Davranışsal Niyet
• Afyonkarahisar

The Effect of Museum Image and Visitor Satisfaction on Behavioural Intention: The Case of Afyonkarahisar

Abstract

This study aims to determine the effect of museum image and visitor satisfaction on behavioural intention. The population of the research consists of individuals visiting museums in Afyonkarahisar. The survey technique was used from quantitative research methods in the related research. The data were collected by applying a questionnaire to 396 museum visitors between 06 December 2022 and 15 January 2023 using the purposive sampling technique from the non-probability-based sampling method. The collected data were analyzed with Jamovi statistical software, and descriptive statistics, as well as structural equation modelling, were used to analyze the data. According to the results of the research, it was determined that all dimensions of museum image have a significant positive effect on visitor satisfaction, and visitor satisfaction has a significant positive effect on behavioural intention. As a result of the relevant results, suggestions are presented to improve the visitor experience for museum image and satisfaction.

Keywords

• Afyonkarahisar
• Museum Image
• Visitor Satisfaction
• Behavioral Intention

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