The Effect of Destination Brand Authenticity and Destination Brand Self-Congruence on Tourist’s' Behavioral Intention

Yıl 2022, Cilt: 19 Sayı: 1, 6 - 23, 25.03.2022

Bülent Demirağ , Sinan Çavuşoğlu

https://doi.org/10.24010/soid.903791

Öz

The research was carried out to examine the relationship between destination brand authenticity, destination brand self-congruence, destination brand engagement, revisit and recommendation intention. The universe of the research consists of tourists who have visited any tourism destination in the last 12 months. The sample size was evaluated on the basis of the data in the 405 questionnaire forms. Smart PLS 3.3 was used to test the proposed structural model. When the results of the path analysis were examined, it was determined that the destination brand authenticity and destination brand self-congruence had a positive effect on destination brand engagement, destination brand engagement had a positive effect on revisit intention, and destination brand authenticity had a positive effect on recommendation intention.

Anahtar Kelimeler

Destination brand engagement, Destination brand authenticity, Destination brand self-congruence, Recommendation intention, Revisit intention

Destinasyon Marka Özgünlüğünün ve Destinasyon Markası Benlik Uyumunun Turistlerin Davranışsal Niyeti Üzerindeki Etkisi

Öz

Araştırma, destinasyon marka özgünlüğü, destinasyon markasının öz uyumu, destinasyon marka bağlılığı, tekrar ziyaret etme ve tavsiye etme niyeti arasındaki ilişkinin incelenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini son 12 ayda herhangi bir turizm destinasyonunu ziyaret eden turistler oluşturmaktadır. Örneklem sayısı ise 405 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Önerilen yapısal modeli test etmek için Smart PLS 3.3 kullanılmıştır. Yol analizi sonuçları incelendiğinde destinasyon marka özgünlüğünün ve destinasyon markasının öz uyumunun destinasyon marka bağlılığını, destinasyon marka bağlılığının tekrar ziyaret niyetini, destinasyon marka özgünlüğünün ise tavsiye niyeti üzerinde pozitif etkisi tespit edilmiştir. Destinasyon markasının öz uyumunun tekrar ziyaret ve tavsiye niyetleri üzerinde pozitif etkisi görülmüştür.

Anahtar Kelimeler

Destinasyon marka bağlılığı, Destinasyon marka özgünlüğü, Destinasyon markası-benlik (öz) uyumu, Tavsiye etme niyeti, Tekrar ziyaret etme niyeti

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