Destinasyona Yönelik Marka İmajı ve Marka Sadakati İlişkisinde Algılanan Destinasyon Kalitesinin Aracılık Rolü

Year 2019, Volume: 16 Issue: 1, 34 - 47, 15.03.2019

Cenk Murat Koçoğlu

https://doi.org/10.24010/soid.466183

Cited By: 8

Abstract

Bu araştırma,
destinasyon marka imajı ve destinasyon marka sadakati arasındaki ilişkide
algılanan destinasyon kalitesinin aracılık rolünü ortaya koymak üzere
gerçekleştirilmiştir. Araştırmada, veri toplama yöntemi olarak anket
tekniğinden faydalanılmıştır. Araştırma evrenini Nevşehir destinasyonu ve bu
destinasyona gelen yerli turistler oluşturmaktadır. Araştırma bulgularına göre,
Nevşehir’e gelen yerli turistler, destinasyon marka imajı ve destinasyon marka
sadakatini orta seviyede olumlu değerlendirirken algılanan destinasyon
kalitesini nispeten daha az olumlu değerlendirmişlerdir. Araştırmanın
hipotezlerine yönelik sonuçlara göre, destinasyon marka imajı ile destinasyon
marka sadakati arasında pozitif bir ilişki tespit edilirken, bu ilişkide
algılanan destinasyon kalitesinin kısmi aracılık rolü olduğu belirlenmiştir.

Keywords

Destinasyon marka imajı, Algılanan destinasyon kalitesi, Destinasyon marka sadakati

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