DESTİNASYON KİŞİLİĞİNİN ZİYARETÇİ MEMNUNİYETİNE ETKİSİ: MARDİN’İ ZİYARET EDEN TURİSTLER ÜZERİNDE BİR UYGULAMA

Bu makale için 14 Nisan 2019 tarihinde bir düzeltme yayımlandı. https://dergipark.org.tr/tr/pub/farabi/article/1516582

Öz

Turizm destinasyonlarını ziyaret eden turistlerin destinasyonla ilgili memnuniyetlerini etkileyene unsurlardan birisi o destinasyonun kişilik özellikleridir. Bu çalışmada, Mardin şehrini ziyaret eden yerli turistlerin destinasyon kişiliği algılarının ziyaretçi memnuniyetleri üzerindeki etkisinin araştırılması amaçlanmıştır. Tesadüfi örnekleme yöntemiyle gerçekleştirilen çalışma kapsamında Şubat 2018 ve Ağustos 2018 arasında Mardin’i ziyaret eden 403 yerli turistten anket tekniğiyle veri toplanmıştır. Destinasyon kişiliğini ölçmek üzere Uşaklı ve Baloğlu (2011) tarafından oluşturulan ve Chen ve Phou (2013) tarafından geliştirilen 30 maddelik Destinasyon Kişiliği Ölçeği kullanılmıştır. Ziyaretçi memnuniyetini ölçmek üzere ise, literatür taraması neticesinde karma bir ölçek oluşturulmuş ve kullanılmıştır. Anket vasıtasıyla elde edilen veriler SPSS 22.0 programı ile analiz edilmiştir. Çalışma neticesinde, Mardin’in destinasyon kişiliği özelliklerinin ziyaretçi memnuniyeti üzerinde anlamlı ve pozitif etkisi bulunduğu bulgusu elde edilmiştir.

Anahtar Kelimeler

• Destinasyon,Marka Kişiliği,Destinasyon Kişiliği,Ziyaretçi Memnuniyeti

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