A Research on Determining the Effect of the Satisfactions Perceived by Domestic Tourists on Intention to Visit

Yıl 2020, Cilt: 2 Sayı: Ek 1, 46 - 53, 09.11.2020

Aydın Ünal , Sinan Baran Bayar , Onur Çelen , Muharrem Tuna

Öz

In this study, it is aimed to measure the perceptions of destination satisfaction of domestic tourists visiting Side town in Antalya and to determine the effect of perceived satisfaction on the intention to visit the destination again. 500 questionnaires prepared in this context were delivered to domestic tourists who visited Side destination between 1 September-30 November 2019 by face-to-face communication. 35 of the returned questionnaires were excluded from evaluation since the same answer option was coded for each question and 25 of them were excluded from evaluation since more than 50% of the answer codes were left blank. According to the results of the study (SPSS); accommodation service satisfaction (ASS), transportation service satisfaction (TSS), destination cleanliness and protection satisfaction (DCPS), destination tourist activity and attraction satisfaction (DTAAS), destination hospitality satisfaction (DHS) and destination touristic price satisfaction (DTPS) were determined as the dimensions of the scale of satisfaction evaluation of domestic tourists. Satisfaction levels of domestic tourists were realized from accommodation businesses, tourist activities and attractions, transportation services, hospitality, cleanliness and protection and tourist prices in order. Domestic tourists rated their intention to visit the destination again at a high and positive level ( =3,96). In addition, it was determined that cleanliness and protection, tourist activities and attractions, hospitality and price dimensions of satisfaction had a significant and positive effect on the intention to visit the destination again.

Anahtar Kelimeler

Destination Marketing, Domestic Tourist, Satisfaction, Visit Intention, Side

Yerli Turistlerin Algıladıkları Memnuniyetin Tekrar Ziyaret Niyetlerine Etkisinin Belirlenmesine Yönelik Bir Araştırma

Öz

Çalışmada Antalya ili sınırları içerisinde yer alan Side beldesini ziyaret eden yerli turistlerin destinasyon memnuniyet algılarının ölçülmesi ve algılanan memnuniyetlerinin destinasyonu tekrar ziyaret niyetlerine etkisinin belirlenmesi amaçlanmaktadır. Bu kapsamda hazırlanan 500 anket 1 Eylül-30 Kasım 2019 döneminde Side destinasyonunu ziyaret eden yerli turistlere yüz yüze iletişim kurularak uygulanmıştır. Geri dönüş sağlanan anketlerden 35 tanesi her soruya aynı cevap seçeneğinin kodlanması ve 25 tanesi ise cevap kodlamalarının %50’sinden fazlasının boş bırakılmasından dolayı değerlendirme dışında bırakılmıştır. Araştırma sonuçlarına (SPSS) göre; konaklama hizmetleri memnuniyeti (KHM), ulaşım hizmetleri memnuniyeti (UHM), destinasyon temizlik ve korunmuşluk memnuniyeti (DTKM), destinasyon turistik aktivite ve çekicilik memnuniyeti (DTAÇM), destinasyon misafirperverlik memnuniyeti (DMM) ve destinasyon turistik fiyat memnuniyeti (DTFM) yerli turistlerin memnuniyet değerlendirmelerine ilişkin ölçeğinin boyutları olarak belirlenmiştir. Yerli turistlerin memnuniyetleri sırasıyla; konaklama işletmelerinden, turistik aktivitelerden ve çekiciliklerden, ulaşım hizmetlerinden, misafirperverlikten, temizlik ve korunmuşluktan ve turistik fiyatlardan gerçekleşmiştir. Yerli turistlerin destinasyonu tekrar ziyaret niyetlerini değerlendirmeleri ise orta ve olumlu düzeyde ( =3,96) gerçekleşmiştir. Ayrıca memnuniyet boyutlarından temizlik ve korunmuşluk, turistik aktiviteler ve çekicilikler, misafirperverlik ve fiyat boyutlarının destinasyon tekrar ziyaret niyetini anlamlı ve olumlu etkilediği belirlenmiştir.

Anahtar Kelimeler

Destinasyon Pazarlaması, Yerli Turist, Memnuniyet, Ziyaret Niyeti, Side

Kaynakça

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