Kruvaziyer Turizminde Turistlerin Tavsiye Niyetlerinde Destinasyon İmajının Etkisi

Öz

Çalışmanın amacı bilişsel imajın destinasyonun genel imajı üzerindeki etkisini ve genel imajın kruvaziyer yolcularının destinasyonu tavsiye niyetleri üzerindeki etkisini belirlemektir. Çalışma, yükselen bir turizm türü olan kruvaziyer turizmine odaklanmıştır. Araştırma, Alanya’da gerçekleştirilmiş ve anketler kolayda örnekleme yöntemi ile kruvaziyer turistlere dağıtılmıştır. Önerilen model, yapısal denklem modelleme ile test edilmiştir. Araştırma sonucunda bilişsel imajın iki boyutunu oluşturan altyapı ve kültürün genel imaj üzerinde anlamlı etkiye sahip olduğu; genel imajın da kruvaziyer turistlerinin tavsiye niyetlerini anlamlı şekilde etkilediği ortaya çıkmıştır. Çalışma, kolayda örnekleme yöntemi kullanmasından kaynaklanan ve bulguların genelleştirilmesine imkan vermemesinden doğan bir sınırlılığa sahiptir. Araştırma bulguları yerel yöneticiler için önemli çıkarımlar içermektedir. Kruvaziyer turistlerini etkileyecek faktörlerin ortaya konması, bölgenin, pazardaki önemli destinasyonlardan biri haline gelmesine ve ekonomik gelişmenin yanı sıra bölgede yaşayan halkın refahının artmasına imkan verecektir

Anahtar Kelimeler

• Kruvaziyer turizmi, destinasyon imajı, davranışsal niyet

The Impact of Destination Image on Recommendation Among Cruise Passengers

Öz

The objective of this study is to determine the effects of cognitive image dimensions on overall image, and the effect of overall image on behavioral intentions of cruise passenger site recommendations. The study focused on cruise travel, an emerging type of tourism. The study was conducted in Alanya. The questionnaires were distributed to the cruisers using the convenience sampling technique. The proposed model was evaluated by structural equation modeling. The findings indicate that the two dimensions of cognitive image, which are infrastructure and culture, affect the overall image of a destination. The overall image, in turn, affects the recommendation behavior of cruise passengers. From the methodological perspective, having a convenience sample, it cannot be generalized as the research permits the results to be generalized only for the sample population. The present study provides useful information for local governments by listing the factors that influence cruise passengers. Being an attractive tourist destination in the market leads to the economic development of the region, and the enhanced well-being of its residents

Anahtar Kelimeler

• Cruise tourism, destination image, behavioral intention

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