The Relationship Between Tourist Motivation, Experience and Post-Purchase Behavioural Intentions: The Case of Bodrum

Öz

This study investigates the relationship between travel motivation, tourist experience, and post-purchase behavioral intentions of domestic tourists visiting the Bodrum destination. Within the scope of the research, the relationships among these variables were examined. Data were collected from 397 domestic tourists in Bodrum through questionnaires administered between June 15 and September 15, 2025. Quantitative data analysis was employed to test the relationships among the variables. The analyses were conducted using SPSS software. The research findings reveal that travel motivation (relaxation and social) has a significant and positive effect on tourists' experiences and post-purchase behavioural intentions. Furthermore, it has been determined that practical and aesthetic experiences also influence behavioural intentions. These findings indicate that social motivation and aesthetic experience elements in particular, are key determinants that strengthen tourists' behavioural intentions towards the destination.

Anahtar Kelimeler

• Tourist Motivation and Experience
• Post-Purchase Behavioral Intention
• Bodrum.

Turist Motivasyonu, Deneyim ve Satın Alma Sonrası Davranışsal Niyet Arasındaki İlişki: Bodrum Örneği

Öz

Bu çalışma, Bodrum destinasyonunu ziyaret eden yerli turistlerin seyahat motivasyonları, deneyimleri ve satın alma sonrası davranışsal niyetleri arasındaki ilişkiyi incelemektedir. Araştırma kapsamında turistlerin seyahat motivasyonları ile turizm deneyimleri ve satın alma sonrası davranışsal niyetleri arasındaki ilişkiler ele alınmıştır. Veriler, 15 Haziran–15 Eylül 2025 tarihleri arasında Bodrum’da 397 yerli ve turiste uygulanan anket formları ile toplanmıştır. Araştırma yönteminde nicel veri analizi kullanılarak bu değişkenler arasındaki ilişkiler test edilmiştir. Analizler SPSS programında gerçekleştirilmiştir. Araştırma sonuçları, seyahat motivasyonunun (rahatlama ve sosyal) turistlerin deneyimleri ile satın alma sonrası davranışsal niyetleri üzerinde anlamlı ve pozitif bir etkiye sahip olduğunu ortaya koymuştur. Ayrıca, uygulamalı ve estetik deneyimlerin de davranışsal niyet üzerinde etkili olduğu belirlenmiştir. Bu bulgular, özellikle sosyal motivasyon ve estetik deneyim unsurlarının turistlerin 

Anahtar Kelimeler

• Turist Motivasyonu ve Deneyimi
• Satın Alma Sonrası Davranışsal Niyet
• Bodrum

Destekleyen Kurum

Yok

Etik Beyan

Ek dosyalarda yer almaktadır

Teşekkür

Emekleriniz için teşekkür ederiz

Kaynakça

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