Determining the Structural Relationships between Service Quality, Destination Image, Revisit Intention and Destination Trust in Thermal Health Tourism

Abstract

The aim of this study is to determine the structural relationships between service quality, destination image, revisit intention and destination trust in thermal health tourism. The research encompasses tourists who have availed thermal health tourism services from facilities operating under the Ministry of Health's spa operation license in the province of Bursa, and who were reached through social media channels (Twitter, Instagram, Facebook, websites, and blogs). The sample group consisted of 400 tourists who were reached from social media addresses (Twitter, Instagram, Facebook, Web Sites, Blogs). Within the scope of the research, IBM SPSS 23 and AMOS statistical analysis programs were used together for the analysis of the data set. There is a high level of positive relationship between service quality and revisit intention, and the degree of relationship is 0.421. There is a high level of positive relationship between service quality and trust in the destination, and the degree of relationship is 0.396. There is a high level of positive relationship between service quality and destination image and the degree of relationship is 0.369. There is a high level of positive relationship between revisit intention and destination trust, and the degree of relationship is 0.938. There is a high level of positive relationship between destination image and revisit intention, and the degree of relationship is 0.955. There is a high level of positive relationship between destination image and trust in the destination, and the degree of relationship is 0.857. That is, as one of the variables increases, the other also increases.

Keywords

• Service Quality
• Destination Image
• Revisit Intent
• Destination Trust
• Thermal Health Tourism

Termal Sağlık Turizminde Hizmet Kalitesi, Destinasyon İmajı, Yeniden Ziyaret Niyeti ve Destinasyona Güven Arasındaki Yapısal İlişkilerin Tespit Edilmesi

Öz

Bu çalışmanın amacı, termal sağlık turizminde hizmet kalitesi, destinasyon imajı, yeniden ziyaret niyeti ve destinasyona güven arasındaki yapısal ilişkileri tespit etmektir. Araştırmanın evrenini Bursa ilinde faaliyet gösteren Sağlık Bakanlığı kaplıca işletme ruhsatlı termal tesislerden termal sağlık turizmi hizmeti almış olan ve sosyal medya kanalıyla (Twitter, Instagram, Facebook, Web Siteleri, Bloglar) ulaşılan turistler oluşturmuştur. Örneklem grubunu ise sosyal medya adreslerinden (Twitter, Instagram, Facebook, Web Siteler, Bloglar) ulaşılan 400 turist oluşturmuştur. Araştırma kapsamında veri setinin analizi için IBM SPSS 23 ve AMOS istatistiksel analiz programları birlikte kullanılmıştır. Hizmet kalitesi ile yeniden ziyaret niyeti arasında yüksek düzeyde pozitif yönlü bir ilişki düzeyi vardır ve ilişki derecesi 0,421’dir. Hizmet kalitesi ile destinasyona güven arasında yüksek düzeyde pozitif yönlü bir ilişki düzeyi vardır ve ilişki derecesi 0,396’dır. Hizmet kalitesi ile destinasyon imajı arasında yüksek düzeyde pozitif yönlü bir ilişki düzeyi vardır ve ilişki derecesi 0,369’dur. Yeniden ziyaret niyeti ile destinasyona güven arasında yüksek düzeyde pozitif yönlü bir ilişki düzeyi vardır ve ilişki derecesi 0,938’dir. Destinasyon imajı ile yeniden ziyaret niyeti arasında yüksek düzeyde pozitif yönlü bir ilişki düzeyi vardır ve ilişki derecesi 0,955’dir. Destinasyon imajı ile destinasyona güven arasında yüksek düzeyde pozitif yönlü bir ilişki düzeyi vardır ve ilişki derecesi 0,857’dir. Yani değişkenlerden biri artarken diğeri de artmaktadır.

Anahtar Kelimeler

• Hizmet Kalitesi
• Destinasyon İmajı
• Yeniden Ziyaret Niyeti
• Destinasyona Güven
• Termal Sağlık Turizmi

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