Destinasyon Kişiliği, Memnuniyet ve Davranışsal Niyetler Arasındaki İlişkilerin İncelenmesi: Çanakkale Örneği

Yıl 2018, Cilt: 13 Sayı: 49, 22 - 32, 31.01.2018

Serkan Türkmen , Lütfi Atay , Ezgi Türkmen

https://doi.org/10.19168/jyasar.330474

Cited By: 5

Öz

Turizm yazınında marka kişiliği kavramı yerine kullanılan
destinasyon kişiliği, destinasyon markalaşmasının en önemli bileşenlerinden
biri olarak kabul edilmektedir. Bu çalışmanın amacı, Çanakkale’nin yerli
turistler tarafından algılanan destinasyon kişiliğini tespit etmek ve
destinasyon kişiliği, ziyaret memnuniyeti ve davranışsal niyetler arasındaki
ilişkileri incelemektir. Çalışma sonunda, Çanakkale’nin destinasyon kişiliği
“yetkinlik-seçkinlik, samimiyet, güven ve heyecan” olmak üzere dört boyutta
ortaya çıkmıştır. Destinasyon kişiliğinin ziyaret memnuniyeti ve davranışsal
niyetler üzerinde olumlu bir etkisinin olduğu ortaya çıkmıştır. Ziyaret
memnuniyetinin de davranışsal niyetler üzerinde olumlu bir etkisinin olduğu
tespit edilmiştir.

Anahtar Kelimeler

Destinasyon Kişiliği, Ziyaret Memnuniyeti, Davranışsal Niyetler, Çanakkale

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