THE EFFECT OF TOURIST EXPERIENCE QUALITY ON DESTINATION RELATIONAL VALUE AND TOURIST LOYALTY

Öz

Tourism is an essential driver of the modern global economy. Destinations that want to capitalise on this power must offer tourists high-quality experiences and build strong and positive relationships. To achieve this goal, destinations need to develop capabilities in tourist experience quality, destination relational value, and tourist loyalty. This study investigates the impact of tourist experience quality on destination relational value and tourist loyalty. For this purpose, Cappadocia, one of Turkey's most visited cultural tourism destinations, was selected as the research region. The study concluded that there is a positive relationship between tourist experience quality and destination relational value, between tourist experience quality and tourist loyalty, between tourist loyalty and destination relational value, and that tourist loyalty mediates the effect of tourist experience quality perceptions on destination relational value. The findings regarding the age, income, and education levels of the research participants are similar to the demographic profiles of cultural tourists in previous studies. According to the study results, improving the quality of the tourist experience positively affects destination relational value and tourist loyalty. Tourists will be more likely to visit and recommend destinations that excel in these areas.

Anahtar Kelimeler

• Tourist experience quality
• Destination relational value
• Tourist loyalty
• Cappadocia

TURİST DENEYİM KALİTESİNİN DESTİNASYON İLİŞKİSEL DEĞERİNE VE TURİST SADAKATİNE ETKİSİ

Öz

Turizm, modern küresel ekonominin önemli bir itici gücüdür. Bu güçten faydalanmak isteyen destinasyonlar, turistlere yüksek kaliteli deneyimler sunmalı, güçlü ve olumlu ilişkiler kurmalıdır. Bu amaç doğrultusunda başarılı olmak isteyen destinasyonların yetenek geliştirmesi gereken başlıca konular arasında turist deneyim kalitesi, destinasyon ilişkisel değeri ve turist sadakati bulunmaktadır. Bu çalışmanın amacı turist deneyim kalitesinin destinasyon ilişkisel değerine ve turist sadakatine etkisinin araştırılmasıdır. Bu amaç kapsamında araştırma bölgesi olarak Türkiye’nin en çok ziyaret edilen kültür turizmi destinasyonlarından birisi olan Kapadokya bölgesi seçilmiştir. 563 kişinin katılım sağladığı araştırmada, turist deneyim kalitesi ile destinasyon ilişki değeri, turist deneyim kalitesi ile turist sadakati, turist sadakati ile destinasyon ilişki değeri arasında pozitif yönlü ilişki olduğu ve turist deneyim kalitesi algılarının destinasyon ilişkisel değeri üzerine etkisinde turist sadakatinin aracılık etkisi olduğu sonuçlarına ulaşılmıştır. Araştırma katılımcılarının yaş, gelir ve eğitim düzeylerine ilişkin bulgular da geçmiş çalışmalardaki kültür turisti demografik profilleri ile benzerdir. Çalışma sonuçlarına göre turist deneyim kalitesini geliştirmek, destinasyon ilişkisel değerini ve turist sadakatini olumlu bir şekilde etkilemektedir. Bu konularda yetenekli olan destinasyonlar, turistlerce tekrar ziyaret ve tavsiye edilme avantajlarına sahip olacaktır.

Anahtar Kelimeler

• Turist deneyim kalitesi
• Destinasyon ilişkisel değeri
• Turist Sadakati
• Kapadokya

Kaynakça

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