THE IMPACT OF DESTINATION IMAGE ON DESTINATION RECOMMENDATION

Year 2019, Volume: 15 Issue: 4, 1226 - 1235, 01.12.2019

Fatih Pektaş Ebru Güneren Özdemir Jelena Tepavčevıć

https://doi.org/10.17130/ijmeb.2019456406

Cited By: 3

Abstract

Increasing tourism expenditures play important role in the economies of countries especially developing ones. Therefore destinations which want to attract more tourists should consider what factors affect people’s travel decision-making process. Destination recommendation is one of the most efficient noncommercial information sources on travel decision-making process. The impact of destination recommendation on travel decision is important as much as the factors that construct the destination recommendation. It is considered that destination image, which is one of the most efficient determinant on destination choice process, has an effect on destination recommendation. Thus, in this research the impact of destination image on destination recommendation is investigated through foreign visitors who traveled to Cappadocia, Turkey. The research results show that destination image affects destination recommendation

Keywords

Destination Image, Destination Recommendation, Word-of-Mouth

DESTİNASYON İMAJININ DESTİNASYON TAVSİYESİ ÜZERİNE ETKİSİ

Abstract

Artan turizm harcamaları özellikle gelişmekte olan ülke ekonomilerinde önemli rol oynamaktadır. Bu yüzden daha fazla turist çekmek isteyen destinayonlar, kişilerin seyahat karar verme süreçlerini nelerin etkilediğini dikkatle ele almalıdırlar. Destinasyon tavsiyesi kişilerin seyahat karar verme süreçlerinde en etkin olan ticari olmayan bilgi kaynaklarındandır. Destinasyon tavsiyesinin seyahat kararındaki etkisi kadar destinasyon tavsiyesini nelerin etkilediği de önemlidir. Destinasyon seçim sürecinde en etlili belirleyicilerden olan destinasyon imajının destinasyon tavsiyesini etkilediği düşünülmektedir. Buradan hareketle bu çalışmada destinasyon imajının destinasyon tavsiyesi üzerindeki etkisi Kapadokya’yı ziyaret eden yabancı turistler üzerinden araştırılmıştır. Araştıma sonucu destinasyon imajının destinasyon tavsiyesini etkilediğini göstermektedir.

Keywords

Destinasyon İmajı, Destinasyon Tavsiyesi, Ağızdan Ağıza İletişim

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