The Effect of Destination Personality and Self Congruence on Tourists’ Behavioral Intentions

Year 2020, Issue: 43, 127 - 142, 01.02.2020

Abdullah Ülkü Ferdi Bişkin

Abstract

While the characteristics of human personality are shaped by the physical structure, behavior, beliefs and demographic characteristics of the person, the characteristics of brand personality are shaped by direct or indirect contact of the consumer with the brand. The personality associated with the brand is the result of attributing human characteristics to the brand through these contacts. Characteristics of image are defined as “the set of human characteristics associated with a brand” and if these characteristics are associated with a brand, brand personality is formed. Based on this definition, destination personality defined as “the set of human characteristics associated with a destination”. In this study firstly Konya’s destination personality is identified. Has been formed by Aaker 1997 and used first time by Ekinci and Hosany 2006 to identify a personality of destination, Brand Personality Scale is used to identify the personality of Konya. Secondly, the effect of destination personality on tourists’ behavioral intentions is determined. Finally, the effect of self congruence on tourists’ behavioral intentions is determined. The aim of this study is to determine the destination personality of Konya, the effect of destination personality and self congruence on tourists’ behavioral intentions. This study was completed in 2017. Tourists who visited Konya destination have been taken as the sample for the study. In this study, survey method has been prefered as data collection tool. 422 quetionnares have been gathered and 385 of them are valid for analyze. As a result of the study, Konya’s destination personality has been explained with “excitement, sincerity and competence” dimensions. “Sincerity” which is a destination personality factors has the most influence level on getting favourable impression and recommend intention. The factor has the most influence level on revisit intention is “competence”. While “ideal-social self congruence” has the most influence level on revisit intention, “ideal self congruence” has the most influence level on getting favourable impression and recommend intention. When the results are examined, Konya has a unique destination personality. Considering the positive effect of the destination personality on the behavioral intentions of the tourists, it is considered that Konya should maintain this determined personality

Keywords

Destination Personality, Self Image, Self Congruence, Behavioral Intentions, Konya

Destinasyon Kişiliği ve Benlik Uyumunun Turistlerin Davranışsal Niyetleri Üzerine Etkisi

Abstract

İnsan kişiliğine ait özellikler kişinin fiziksel yapısı, davranışları, inançları ve demografik özellikleri tarafından şekillendirilirken, marka kişiliğine ait özellikler tüketicinin markayla olan doğrudan ya da dolaylı teması tarafından oluşturulmaktadır. Markayla ilişkilendirilen kişilik, bu temaslar vasıtasıyla insanlara ait özelliklerin markaya atfedilmesi sonucu meydana gelmektedir. Tüketicilerin sahip olduğu ve “bir markanın, kullanıcısıyla ilişkilendirilen kişilik özelliklerin tümü” olarak tanımlanan imaja ait kişilik özellikleri, markayla ilişkilendirildiğinde marka kişiliği ortaya çıkmaktadır. Bu tanımdan yola çıkarak destinasyon kişiliği de “bir destinasyon ile bağdaştırılan insana ait karakteristik özelliklerin tümü” olarak tanımlanmaktadır. Bu araştırmada, öncelikle Konya’nın destinasyon kişiliği belirlenmeye çalışılmıştır. Aaker 1997 tarafından oluşturulan ve destinasyon kişiliğinin belirlenmesinde ilk kez Ekinci ve Hosany 2006 tarafından tercih edilen Marka Kişiliği Ölçeği, Konya’nın kişilik yapısını belirlemek için kullanılmıştır. İkinci aşamada destinasyon kişiliğinin turistlerin davranışsal niyetleri üzerindeki etkisi belirlenmiştir. Son olarak, benlik uyumunun davranışsal niyetler üzerindeki etkisi regresyon analiziyle incelenmiştir. Bu araştırmanın amacı, Konya’nın destinasyon kişiliği belirlemek, destinasyon kişiliği ve benlik uyumunun turistlerin davranışsal niyetleri üzerindeki etkisini tespit etmektedir. Araştırma verileri, 2017 yılında, Konya’yı ziyaret eden 385 yerli ve yabancı ziyaretçilere uygulanan anket yoluyla toplanmıştır. Araştırmada, veri toplama aracı olarak anket uygulaması tercih edilmiş ve elde edilen 422 anketten 385’inin analize uygun olduğu belirlenmiştir. Elde edilen verilerin değerlendirilmesi için faktör, korelasyon ve regresyon analizleri yapılmıştır. Analizler sonucunda Konya’nın kişilik yapısı “heyecan, samimiyet ve yetkinlik” boyutları ile açıklanmıştır. Destinasyon kişiliği boyutlarından “samimiyet” olumlu izlenim edinme ve tavsiye etme niyeti üzerinde en fazla etkiye sahip olan boyuttur. “Yetkinlik” boyutu ise tekrar ziyaret etme niyeti üzerindeki en etkili boyut olmuştur. Tekrar ziyaret etme niyeti üzerinde en etkili benlik uyumu “ideal-sosyal benlik uyumu” iken olumlu izlenim edinme ve tavsiye etme niyeti üzerinde en etkili benlik uyumu türü “ideal benlik uyumu” olmuştur. Sonuçlar incelendiğinde, Konya’nın kendine has bir destinasyon kişiliği ortaya çıkmıştır. Destinasyon kişiliğinin turistlerin davranışsal niyetleri üzerinde pozitif yöndeki etkisi göz önüne alındığında, Konya’nın belirlenen bu kişiliği muhafaza etmesi gerektiği düşünülmektedir.

Keywords

Destinasyon Kişiliği, Benlik İmajı, Benlik Uyumu, Davranışsal Niyetler, Konya

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