The Relationship Between Travel Motivations, Experiences, Perception Towards Destination Image and Satisfaction of Tourists: Side Case

Öz

This study examines the relationship between travel motivations, experiences, destination image perceptions, and satisfaction of domestic tourists visiting the Side destination. Within the scope of the study, the relationships between domestic tourists’ travel motivations, tourism experiences, destination image perceptions, and overall satisfaction levels were examined at both theoretical and empirical levels. The theoretical framework was grounded in the literature on travel motivation, tourism experience, destination image, and tourist satisfaction, while the empirical phase tested the relationships among these variables through quantitative data analysis. Data were collected through 468 surveys distributed to domestic tourists in Side between June 14 and September 18, 2021. The analyses were conducted using SPSS and Smart PLS software. The findings reveal that travel motivation has a significant positive impact on tourist experience, destination image, and satisfaction. It was found that tourist experience significantly affects only destination image, while it has no direct effect on destination satisfaction. The study concludes with recommendations for tourism stakeholders.

Anahtar Kelimeler

• Travel Motivation
• Tourist Experience
• Destination Image
• Destination Satisfaction
• Side

Turistlerin Seyahat Motivasyonları, Deneyimleri, Destinasyon İmaj Algıları ve Memnuniyetleri Arasındaki İlişki: Side Örneği

Öz

Bu çalışma, Side destinasyonunu ziyaret eden yerli turistlerin seyahat motivasyonları, deneyimleri, destinasyon imajı algıları ve memnuniyetleri arasındaki ilişkiyi incelemektedir. Çalışma kapsamında, yerli turistlerin seyahat motivasyonları ile turizm deneyimleri, destinasyon imajı algıları ve genel memnuniyet düzeyleri arasındaki ilişkiler kuramsal ve ampirik düzeyde ele alınmıştır. Kuramsal çerçeve seyahat motivasyonu, turizm deneyimi, destinasyon imajı ve turist memnuniyeti literatürüne dayandırılmış; ampirik aşamada ise nicel veri analizi ile bu değişkenler arasındaki ilişkiler test edilmiştir. Veriler, 14 Haziran-18 Eylül 2021 tarihleri arasında Side'de yerli turistlere dağıtılan anket formu ile toplanmıştır. Analizler SPSS ve Smart PLS programları ile yapılmıştır. Sonuçlar, seyahat motivasyonunun turist deneyimi, destinasyon imajı ve memnuniyet üzerinde anlamlı ve olumlu bir etkisi olduğunu göstermiştir. Turist deneyiminin yalnızca destinasyon imajı üzerinde etkili olduğu, ancak destinasyona yönelik memnuniyet üzerinde doğrudan bir etkisi olmadığı belirlenmiştir. Çalışma, turizm paydaşlarına yönelik öneriler sunmaktadır.

Anahtar Kelimeler

• Seyahat Motivasyonu
• Turist Deneyimi
• Destinasyon İmajı
• Destinasyon Memnuniyeti
• Side

Kaynakça

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