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

Yıl 2019, Sayı: 1, 1 - 17, 14.04.2019

Serkan Gün , Alper Tutcu

Bu makalenin ilk hali 30 Eylül 2019 tarihinde yayımlandı. https://dergipark.org.tr/tr/pub/farabi/issue/48975/566717

Düzeltme Notu

Yazar Sıralaması hatası nedeniyle düzeltme.

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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