THE EFFECT OF SATISFACTION LEVEL WITH THERMAL TOURISM DESTINATIONS ON REVISIT INTENTION:

Öz

ABSTRACT The aims of this study are to contribute to the efforts of thermal tourism destinations for gaining loyal clientele, to assess the quality of goods and services offered in Sakarıılıca hot springs from the visitors' point of view, and to determine the effect of satisfaction level on visitors' intents of revisiting. The evaluations of tourists visiting Sakarıılıca in terms of satisfaction on destination scale have been analyzed in four dimensions, and the relationship between these dimensions and revisiting intent is tested by means of a research model. The dimensions related to satisfaction are comprised of the general features of the establishments, the attitude towards tourists, the service quality of the establishments and destination identity. The results of the study indicate that the general features of the establishments are the dimension that least satisfies the clients in terms of service quality. The results of correlation and regression analysis show a positive and meaningful relationship between satisfaction and revisiting intent. The most significant dimension in terms of satisfaction that affects the revisiting intent is the attitude towards tourists with r=0.166. Our findings also reveal that revisiting intent is affected by marital status, age, educational status and profession. Key Words: Satisfaction, Revisit Intention, Thermal Tourism

Anahtar Kelimeler

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TERMAL TURİZM DESTİNASYONLARINDAN DUYULAN MEMNUNİYET DÜZEYİNİN TEKRAR ZİYARET NİYETİNE ETKİSİ: "SAKARIILICA ÖRNEĞİ"

Öz

ÖZ Bu araştırma, termal turizm destinasyonlarının sadık müşteri oluşturmasına katkı sağlayabilme, ziyaretçilerin gözüyle Sakarıılıca kaplıcalarında sunulan mal ve hizmetlerin kalitesini ölçmek ve duyulan memnuniyet algısının tekrar gelme niyeti açısından önemini tespit etmek amacıyla yapılmıştır. Sakarıılıca'yı ziyaret eden yerli turistlerin destinasyon ölçeğinde memnuniyete ilişkin değerlendirmeleri dört boyutta incelenmiş ve bu boyutların tekrar ziyaret niyetleri ile olan ilişkileri bir araştırma modeli ile test edilmiştir. Memnuniyete ilişkin boyutları; tesislerin genel nitelikleri, turistlere karşı tutum, tesislerin hizmet kalitesi ve destinasyon kimliği oluşturmuştur. Araştırma sonuçlarına göre, tesislerin genel nitelikleri, hizmet kalitesi anlamında müşteriyi en az tatmin eden boyuttur. Korelasyon ve regresyon analizi sonuçları, "memnuniyet" ile "tekrar ziyaret niyeti" arasında anlamlı ve pozitif yönlü bir ilişkinin bulunduğunu ortaya koymuştur. Memnuniyet açısından tekrar ziyaret niyetini en fazla etkileyen memnuniyet boyutu ise "turistlere karşı tutum" (r=0,166) dur. Bunun yanında "tekrar ziyaret niyetinin", "medeni durum", " yaş", "eğitim durumu" ve "mesleğe" göre değiştiği araştırma bulgularından anlaşılmaktadır. Anahtar Kelimeler: Memnuniyet, Tekrar Ziyaret Niyeti, Termal Turizm

Anahtar Kelimeler

• Memnuniyet, Tekrar Ziyaret Niyeti, Termal Turizm

Kaynakça

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