ZIYARETÇİLERİN DESTİNASYON SADAKATİ, BİLİNİRLİĞİ, DENEYİMİ VE AİDİYETİ ALGILARININ DEMOGRAFİK ÖZELLİKLERİ VE TATİL DENEYİMLERİ AÇISINDAN DEĞERLENDİRİLMESİ

Yıl 2020, Sayı: 5, 27 - 59, 01.04.2020

İlker Türkeri

Öz

Destinasyon sadakati, turizm bölgesinde hizmet veren işletmelerin maliyetlerini düşürücü etki ettiğinden pazarlama alanında önemi git gide artan bir kavram haline gelmiştir. Bu çalışmada amaç destinasyon sadakati ve destinasyon sadakati ile yakından ilişkili olan kavramların ziyaretçilerin tarafından algılanmasında demografik özellikleri ve tatil deneyimlerinin etkili olup olmadığını ortaya koymaktır. Bu kapsamda destinasyon sadakati ile yakından ilişkili olan ziyaretçilerin destinasyona yönelik geri çağrışım süreçlerini yakından etkileyen destinasyon bilinirliği, destinasyon sadakatinin tekrar ziyaret etme ve başkalarına tavsiye etme boyutlarını ile ilişkili destinasyon deneyimi ve destinasyon sadakatinin ön koşulu olduğu düşünülen ziyaretçinin destinasyonla kurduğu duygusal bağ olarak kabul gören destinasyon aidiyeti çalışmanın amacı doğrultusunda değerlendirilmiştir. Araştırmanın verileri Fethiye’de tatil yapan 395 ziyaretçiden elde edilmiştir. Çalışma değişkenlerinin ziyaretçilerin demografik özelliklerinden ve tatil deneyimlerinden etkilenip etkilenmediği ise t-testi ve anova fark analizleri ile ortaya koyulmuştur. Araştırma, ziyaretçilerin; cinsiyet, medeni durum, yaş, milliyet ve tatili kiminle geçirdiği değişkenlerinin destinasyon sadakati, bilinirliği, aidiyeti ve deneyimi üzerine algılarında herhangi bir farklılık ortaya koymadığını ancak Fethiye’de daha önce bulunmalarının, Fethiye’yi öncelikli ziyaret edilebilecek bir destinasyon olarak görmelerinin, eğitim durumunun, gelir durumunun, tatil süresinin ve memnuniyet düzeylerinin araştırma değişkenlerini algılamalarında anlamlı farklılık olduğunu göstermektedir.

Anahtar Kelimeler

Destinasyon, Sadakat, Bilinirlik, Deneyim, Aidiyet

Evaluation of Visitors' Perceptions of Destination Loyalty, Familiarity, Experience and Attachment in Terms of Demographic Features and Holiday Experiences

Öz

Destination loyalty has become an increasingly important concept in the field of marketing as it has an effect on reducing the costs of businesses serving in the tourism industry. The aim of this study is to reveal whether the demographic characteristics and holiday experiences have an impact on destination loyalty and the several concepts that are closely related to destination loyalty. In this context, destination familiarity, which closely affects the recall processes of the visitors to the destination, the destination experience associated with the dimensions of destination loyalty that are revisiting and recommending the destination to others, and the destination attachment, which is defined as the visitor's emotional bond with the destination and considered to be the precondition of destination loyalty. The data of the research were obtained from 395 visitors who have holiday in Fethiye. Whether the study variables were affected by the demographic characteristics of the visitors and their holiday experiences has been revealed by t-test and anova. According to the findings; Gender, marital status, age, nationality and with whom they spend the holiday do not show any difference in perception of research variables by those who have vacation in Fethiye However, visiting Fethiye before, perceiving Fethiye as a primary destination, education status, income, vacation time, satisfaction have significant impact on perception of the destination loyalty, familiarity, attachment and experience

Anahtar Kelimeler

Destination, Loyalty, Familiarity, Experience, Attachment

Kaynakça

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