The Effect of Destination Image on Tourist Satisfaction and Revisit Intention: An Empirical Study On Mardin Provience

Abstract

Tourism sector is the most important for countries and companies. Therefore, companies make an effort to promote and sell their products and services to tourists. They also dwelt on destination image. This study aims to develop an understanding of how destination image affect to revisit intention on tourism sector. Satisfaction, ağızdan ağıza pazarlama and value are used as variables in research model. The model was tested and confirmed with the survey data of 207 tourists. The participants were reached in November 2018 in Mardin. Survey data were analyzed with SPSS 23.0. As a result, it was concluded that there are significant relationships between the variables and affect each other positively. This study also presents the importance of destination image to tourists’ revisit intention. It was found that satisfaction, wom and value are positively effective on tourists’ revisit intention. These results suggest that countries and companies need to take into account and manage actively tourism services and destination image.

DESTİNASYON İMAJININ TURİSTLERİN MEMNUNİYETİNE VE TEKRAR ZİYARET ETME NİYETİNE ETKİSİ: MARDİN İLİ ÜZERİNE BİR ARAŞTIRMA

Öz

Turizm sektörü ülkeler için önemli bir hizmet sektörüdür ve gayrisafi milli hasılaya büyük bir etki yapmaktadır. Bu bağlamda ülkeler için önem arz etmektedir. Ayrıca işletmeler de ürünlerini ve hizmetlerini turistlere tanıtmak ve satmak için çaba göstermektedirler. Bu nedenle günümüzde ülkeler ve işletmeler destinasyon imajına odaklanmaktadır. Bu çalışma, turizm sektöründe destinasyon imajının tekrar ziyaret etme niyetine nasıl bir etki yaptığını anlamaya yöneliktir. Araştırma modelinde memnuniyet, ağızdan ağıza pazarlama ve değer değişkenleri de kullanılmaktadır. Model, Kasım 2018’da Mardin iline ziyarette bulunan ve ankete katılan 207 turistin verileriyle test edilmiş ve onaylanmıştır. Destinasyon imajının turistlerin tekrar ziyaret etme niyetine etkisi çalışmada ortaya çıkmaktadır. Ayrıca memnuniyet, ağızdan ağıza pazarlama ve değer değişkenlerinin de turistlerin tekrar ziyaret etme niyetinde olumlu yönde etkisi olduğu bulunmuştur. Sonuç olarak, bu çalışmada tüm değişkenler birbirleriyle pozitif yönde ve anlamlı olarak ilişkilidir. Bu sonuçlar, ülkelerin ve işletmelerin turizm hizmetlerini ve destinasyon imajını aktif olarak göz önünde bulundurmaları ve yönetmeleri gerektiğini göstermektedir.

Anahtar Kelimeler

• Destinasyon imajı

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