Destinasyon Kişiliği ve Deneyimleme Kalitesinin Memnuniyet ve Davranışsal Niyetler Üzerindeki Etkisi

Yıl 2022, Cilt: 24 Sayı: 42, 144 - 168, 27.06.2022

Gözde Türktarhan , Nazmi Kozak

Öz

Bu araştırmanın amacı deneyimleme kalitesinin ve destinasyon kişiliğinin turistlerin memnuniyet düzeyleri ve destinasyona dair davranışsal niyetlerinin belirlenmesidir. Bu temel amaçtan hareket ederek Türkiye’nin popüler ve özgün destinasyonlarından olan Kapadokya bölgesini ziyaret eden turistlerden yüzyüze anket tekniğiyle veri toplanmıştır. Toplanan soru formları arasında kullanılabilir olan 606 soru formu araştırmanın hipotezleri doğrultusunda açımlayıcı faktör analizi, basit doğrusal korelasyon, çoklu doğrusal regresyon analizi edilmiştir. Sonuç olarak araştırmanın hipotezleri kabul edilmiştir. Bu sonuçlar doğrultusunda bölgenin turizm açısından kalkındırılması, turist profiline ve bölgede sunulan deneyimlere paralel olarak yerel yönetime, turizm sektörü profesyonellerine öneriler geliştirilmiştir.

Anahtar Kelimeler

destinasyon pazarlamasi, Kapadokya, tüketici davranışı, tavsiye etme niyeti, tekrar ziyaret etme niyeti

Destekleyen Kurum

Anadolu Universitesi

Proje Numarası

1610E636

The Impact of Destination Personality and Experience Quality on Satisfaction and Behavioral Intentions

Öz

The purpose of this research is to determine the quality of experience and destination personality, the satisfaction levels of tourists and their behavioral intentions towards the destination. Based on this main purpose, data were collected from the tourists visiting the Cappadocia region, which is one of the popular and unique destinations of Turkey, by face-to-face survey technique. Among the collected questionnaires, 606 questionnaires that could be used were analyzed by using exploratory factor analysis, simple linear correlation, multiple linear regression in line with the hypotheses. As a result, the hypotheses of the research were accepted. In line with these results, some suggestions have been made for the development of the region in terms of tourism.

Anahtar Kelimeler

Destination marketing, Cappadocia, consumer behavior, intention to recommend, intention to revisit

Proje Numarası

1610E636

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