mjss MANAS Sosyal Araştırmalar Dergisi 1694-7215 Kyrgyz-Turkish Manas University 10.33206/mjss.518605 The Influence Of Physical Environment On Museum Visitors: The Case Of Burdur Museum Fiziksel Çevrenin Müze Ziyaretçileri Üzerine Etkisi: Burdur Müzesi Örneği https://orcid.org/0000-0001-9096-9496 Sop Serhat Adem Burdur Mehmet Akif Ersoy Üniversitesi https://orcid.org/0000-0001-7865-0407 Yeşiltaş Murat Burdur Mehmet Akif Ersoy Üniversitesi https://orcid.org/0000-0003-2045-116X Soslu Salih Burdur Mehmet Akif Ersoy Üniversitesi 10 15 2019 8 4 3889 3910 01 28 2019 05 07 2019 Copyright © 2001, MANAS Journal of Social Studies 2001 MANAS Journal of Social Studies

The purpose of this research is to explain theeffects of physical environment on museum satisfaction and behavioralintentions (intention to recommend and revisit) of museum visitors. For thispurpose, the research was conducted in Burdur Museum and data collection toolof the research was applied to 237 visitors of the museum. The theoreticalmodel of the study was analyzed via partial least squares structural modeling(PLS-SEM). As a result of data analysis, it was determined that physicalenvironment of the museum significantly influences visitors’ museumsatisfaction, and museum satisfaction has significant effects on theirintentions to recommend and revisit the museum. However, no direct effects ofphysical environment on visitors’ behavioral intentions were observed. On theother hand, it was concluded that physical environment has an indirect effecton behavioral intentions through museum satisfaction.

Bu araştırmanın amacı, müzelerin fiziksel çevresinin ziyaretçilerin müzememnuniyeti ve davranışsal niyetleri (tavsiye etme ve tekrar ziyaret etme) üzerindekietkilerini incelemektir. Bu amaç doğrultusunda, mevcut araştırma Burdur Müzesi’ndeyürütülmüş ve araştırmanın veri toplama aracı müzenin 237 ziyaretçisineuygulanmıştır. Araştırmanın kuramsal modeli kısmi en küçük kareler yapısaleşitlik modellemesi (PLS-SEM) yoluyla analiz edilmiştir. Veri analizisonucunda; müzenin fiziksel çevresinin ziyaretçilerin müze memnuniyetini, müzememnuniyetinin ise ziyaretçilerin müzeyi tekrar ziyaret etme ve müzeyibaşkalarına tavsiye etme niyetlerini anlamlı şekilde etkilediği belirlenmiştir.Ancak, ziyaretçilerin müzeyi tekrar ziyaret etme ve müzeyi başkalarına tavsiyeetme niyetleri üzerinde fiziksel çevrenin doğrudan bir etkisi gözlenememiştir. Bunakarşın, fiziksel çevrenin müze memnuniyeti aracılığıyla davranışsal niyetlerüzerinde dolaylı bir etki sergilediği sonucuna ulaşılmıştır.

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