Impact of Destination Image and Perceived Risk on Behavioral Intention: The Case of Bodrum

Öz

For destinations to attract more tourists, they must have a positive destination image and a low perceived risk level. Image and risk affect the perceptions of tourists, their pre-travel perceptions as well as post-travel, determine the behavioral intention of the tourists. In this study, it was aimed to determine the effect of image and risk perceived by foreign tourists visiting Bodrum destination on behavioral intention. At the same time, the effect of the destination image on the perceived risk was tried to be determined. The data in the study were collected from foreign tourists visiting Bodrum destination via a questionnaire. The ones that are not suitable for analysis were removed from the collected questionnaires and statistical analyzes were carried out on 463 questionnaires. According to the research results, the image of the destination has a negative and significant effect on the perceived risk; the image of the destination has a positive and significant effect on behavioral intention; it was determined that perceived risk had no effect on behavioral intention. Two of the three research hypotheses determined in this direction were supported and one was not supported.

Anahtar Kelimeler

• Destination image
• perceived risk
• behavioral intention
• Bodrum

Destinasyon İmajı ve Algılanan Riskin, Davranışsal Niyete Etkisi: Bodrum Örneği

Öz

Destinasyonların daha fazla turist çekebilmesi için olumlu bir destinasyon imajına sahip olması ve algılanan risk düzeyinin düşük olması gerekmektedir. İmaj ve risk turistlerin seyahat öncesi algılarını etkilediği gibi seyahat sonrası algılarını etkilemekte ve turistlerin davranışsal niyetini belirlemektedir. Bu kapsamda çalışmada Bodrum destinasyonunu ziyaret eden yabancı turistlerin algıladıkları imaj ve riskin, davranışsal niyet üzerindeki etkisinin belirlenmesi amaçlanmıştır. Aynı zamanda destinasyon imajının, algılanan risk üzerindeki etkisi de belirlenmeye çalışılmıştır. Araştırmada veriler, anket aracılığıyla Bodrum destinasyonunu ziyaret eden yabancı turistlerden toplanmıştır. Toplanan anketler içerisinden analize uygun olmayanlar çıkarılmış ve 463 anket üzerinden istatistiki analizler gerçekleştirilmiştir. Araştırma sonuçlarına göre destinasyon imajının, algılanan risk üzerinde olumsuz ve anlamlı bir etkiye sahip olduğu; destinasyon imajının, davranışsal niyet üzerinde olumlu ve anlamlı bir etkiye sahip olduğu; algılanan riskin ise davranışsal niyet üzerinde bir etkisinin olmadığı belirlenmiştir. Araştırma kapsamında belirlenen üç araştırma hipotezinden; iki hipotez desteklenmiş, bir hipotez desteklenmemiştir.

Anahtar Kelimeler

• Destinasyon imajı
• algılanan risk
• davranışsal niyet
• Bodrum

Kaynakça

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