Araştırma Makalesi
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The Effect of Destination Image on the Perceived Value and Experience Quality: A Research on Cultural Tourists

Yıl 2021, Cilt: 8 Sayı: 1, 127 - 144, 15.01.2021
https://doi.org/10.17336/igusbd.522024

Öz

The positive image of a tourist destination is great importance in terms of the tourist arrival and tourism revenues of the region. Creating a positive image is a strategic decision, but the output is clearly worth it. Particularly, the positive image, the quality of the experience and the perceived value of the touristic demand can significantly affect the many variables are kept under control or even cause to be affected. Based on these facts, it was aimed to determine the effect of destination image on perceived value and experience quality. In this context, a survey was conducted in Kastamonu city center for three months and 397 people were surveyed. Structural model was formed as a result of factor analysis. As a result of the study, it was determined that the destination image has a significant and positive effect on the perceived value and experience quality.

Kaynakça

  • ALTUNEL, M., & GÜNLÜ, E. (2015). Deneyimleme kalitesi, algılanan değer ve memnuniyetin müze ziyaretçilerinin tavsiye etme eğilimi üzerindeki etkisi. Anatolia: Turizm Araştırmaları Dergisi. 26(2): 191-206.
  • ALTUNIŞIK, R., ÇOŞKUN, R., BAYRAKTAROĞLU, S. & YILDIRIM, E. (2012). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı. Sakarya: Sakarya Yayıncılık
  • BEERLI, A., MARTÍN, J. D. (2004). Tourists’ characteristics and the perceived image of tourist destinations: a quantitative analysis-a case study of Lanzarote, Spain. Tourism management, 25(5): 623-636
  • BÜYÜKÖZTÜRK, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram Ve Uygulamada Eğitim Yönetimi, 32: 473-474.
  • CASTRO, C. B., ARMARIO, E. M. & RUIZ, D. M. (2007). The influence of market heterogeneity on the relationship between a destination's image and tourists’ future behaviour. Tourism Management, 28(1): 175-187.
  • CAVLAK, N., & COP, R. (2018). Müşteri deneyiminin destinasyon imajı üzerindeki etkileri. Journal of Tourism and Gastronomy Studies, 174, 196.
  • CHANG, T. Y., HORNG, S. C. (2010). Conceptualizing and measuring experience quality: the customer's perspective. The Service Industries Journal, 30(14): 2401-2419.
  • CHEN, C. F., CHEN, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral ıntentions for heritage tourists. Tourism Management, 31(1): 29-35.
  • CHEN, C. F., TSAİ, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4): 1115-1122.
  • CHI, C. G. Q., QU, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tourism management, 29(4): 624-636.
  • COLE, S. T., ILLUM, S. F. (2006). Examining the mediating role of festival visitors’ satisfaction in the relationship between service quality and behavioral intentions. Journal of Vacation Marketing, 12(2): 160-173.
  • COLE, S. T., SCOTT, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1): 79-90.
  • CRONIN, J. J., BRADY, M. K. & HULT, G. T. M. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2): 193–218.
  • DOĞRUL, Ü., ATÇEKEN, K. & ŞAHİN, A. (2015). Festival kalitesinin ziyaretçilerin algıladıkları değer, tatmin ve sadakat üzerine etkisi: mersin uluslararası narenciye festivali üzerine bir uygulama. Çağ Üniversitesi Sosyal Bilimler Dergisi, 12(1).
  • DURSUN, Y., ÇERÇİ, U. M. (2004). Algılanan sağlık hizmeti kalitesi, algılanan değer, hasta tatmini ve davranışsal niyet ilişkileri üzerine bir araştırma. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (23).
  • ECHTNER, C. M., RITCHIE, J. R. (2003). The meaning and measurement of destination image (Reprint of original article published in v. 2, no. 2, 1991: 2-12.). Journal of tourism studies, 14(1): 37.
  • FERNANDES, T., CRUZ, M. (2016). Dimensions and outcomes of experience quality in tourism: the case of port wine cellars. Journal of Retailing and Consumer Services, 31: 371-379.
  • HAIR, J. F., BLACK, W. C., BABIN, B. J. & ANDERSON, R. E. (2009). Multivariate data analysis (7th Edition). USA: Prentice Hall.
  • HAIR, J.F., BLACK, W.C., BABIN, B.J. & ANDERSON, R.E. (2010) Multivariate data analysis. (7th Edition). New York: Pearson.
  • HU, H. H., KANDAMPULLY, J. & JUWAHEER, T. D. (2009). Relationships and ımpacts of service quality, perceived value, customer satisfaction, and ımage: an empirical study. The Service Industries Journal, 29(2): 111-125.
  • HUBER, F., HERRMANN, A. & MORGAN, R. E. (2001). Gaining competitive advantage through customer value oriented management. Journal of consumer marketing, 18(1): 41-53.
  • JIN, N., LEE, S., & LEE, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: new versus repeat visitors. International Journal of Tourism Research, 17(1): 82-95.
  • KIM, S. H., HOLLAND, S. & HAN, H. S. (2013). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: a case study of Orlando. International Journal of Tourism Research, 15(4): 313-328.
  • LEE, C. K., YOON, Y. S. & LEE, S. K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: the case of the korean dmz. Tourism management, 28(1): 204-214.
  • LEMKE, F., CLARK, M. & WILSON, H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6): 846-869.
  • MAHASUWEERACHAI, P. & QU, H. (2011). The impact of destination image on value, satisfaction, and loyalty: moderating effects of tourist characteristics and involvement. Scholarworks. 1-4.
  • MARTÍN-SANTANA, J. D., BEERLI-PALACIO, A. & NAZZARENO, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62: 13-25.
  • MENG, S. M., LIANG, G. S. & YANG, S. H. (2011). The relationships of cruise image, perceived value, satisfaction, and post-purchase behavioral intention on Taiwanese tourists. African Journal of Business Management, 5(1): 19-29.
  • MURPHY, P., PRITCHARD, M. P. & SMITH, B. (2000). The destination product and its impact on traveller perceptions. Tourism management, 21(1): 43-52.
  • OH, H. (2000). Diners' perceptions of quality, value, and satisfaction: A practical viewpoint. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-66.
  • OTTO, J. E., RITCHIE, J. R. B. (1996). The service experience in tourism. Tourism Management, 17(3): 165–174.
  • PANDŽA BAJS, I. (2015). Tourist perceived value, relationship to satisfaction, and behavioral intentions: the example of the Croatian tourist destination Dubrovnik. Journal of Travel Research, 54(1): 122-134.
  • PETRICK, J. F. (2004). First timers’ and repeaters’ perceived value. Journal of Travel Research, 43(1): 29-38.
  • PETRICK, J. F., BACKMAN, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ ıntentions to revisit. Journal of Travel Research, 41(1): 38–45.
  • PHILLIPS, W. J., WOLFE, K., HODUR, N. & LEISTRITZ, F. L. (2013). Tourist word of mouth and revisit intentions to rural tourism destinations: a case of north Dakota, usa. International journal of tourism research, 15(1): 93-104.
  • PRAYAG, G., RYAN, C. (2012). Antecedents of tourists’ loyalty to mauritius: the role and influence of destination image, place attachment, personal involvement and satisfaction. Journal of Travel Research, 51(3): 342-356.
  • QUINTAL, V. A. & POLCZYNSKI, A. (2010). Factors influencing tourists' revisit intentions. Asia Pacific Journal of Marketing and Logistics, 22 (4): 554-578.
  • RAMSEOOK-MUNHURRUN, P., SEEBALUCK, V. N. & NAIDOO, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius. Procedia-Social and Behavioral Sciences, 175: 252-259.
  • RYU, K., HAN, H. & KIM, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3): 459-469.
  • STYLIDIS, D., SHANI, A. & BELHASSEN, Y. (2017). Testing an integrated destination image model across residents and tourists. Tourism Management, 58: 184-195.
  • SUN, X., CHI, C. G. Q. & XU, H. (2013). Developing destination loyalty: the case of Hainan island. Annals of Tourism Research, 43: 547-577.
  • SWEENEY, J. C., SOUTAR, G. N. (2001). Consumer perceived value: the development of a multiple ıtem scale. Journal of Retailing, 77(2): 203-220.
  • TABACHNICK, B.G., FIDELL, L.S. (2013) Using Multivariate Statistics (sixth ed.)Pearson, Boston.
  • TAM, J. L. (1999). The effects of service quality, perceived value and customer satisfaction on behavioral intentions. Journal of Hospitality & Leisure Marketing, 6(4), 31-43.
  • TAM, J. L. (2004). Customer satisfaction, service quality and perceived value: an integrative model. Journal of marketing management, 20(7-8), 897-917.
  • TIAN-COLE, S., CROMPTON, J. L. & WILLSON, V. L. (2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge. Journal of Leisure research, 34(1): 1-24.
  • VEASNA, S., WU, W. Y. & HUANG, C. H. (2013). The impact of destination source credibility on destination satisfaction: the mediating effects of destination attachment and destination image. Tourism Management, 36: 511-526.
  • WANG, C. Y., HSU, M. K. (2010). The relationships of destination image, satisfaction, and behavioral intentions: an integrated model. Journal of Travel & Tourism Marketing, 27(8): 829-843.
  • WU, H. C., LI, T. (2017). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8): 904-944.
  • YU, H., & FANG, W. (2009). Relative impacts from product quality, service quality, and experience quality on customer perceived value and intention to shop for the coffee shop market. Total Quality Management, 20(11): 1273-1285.

Destinasyon İmajının Algılanan Değer ve Deneyim Kalitesine Etkisi: Kültür Turistleri Üzerine Bir Araştırma

Yıl 2021, Cilt: 8 Sayı: 1, 127 - 144, 15.01.2021
https://doi.org/10.17336/igusbd.522024

Öz

Bir turistik destinasyonun sahip olduğu olumlu imaj, o bölgenin aldığı turistik varış ve turizm gelirleri açısından büyük önem arz etmektedir. Olumlu bir imaj yaratabilmek stratejik bir karar olması dolayısıyla uzun vadeli bir süreci ifade etse de çıktıları buna değdiğini çarpıcı bir şekilde gözler önüne sermektedir. Özellikle sahip olunan pozitif imaj, deneyim kalitesi ve algılanan değer gibi turistik talebi önemli ölçüde etkileyebilecek birçok değişkenin de kontrol altında tutulmasını sağlamakta, hatta etkilenmesine sebebiyet vermektedir. Bu gerçeklerden hareketle araştırmada destinasyon imajının algılanan değer ve deneyim kalitesi üzerindeki etkisini tespit etmek amaçlanmıştır. Bu kapsamda Kastamonu şehir merkezinde üç ay süreyle anket yapılmıştır. Değerlendirmeye tabi tutulan 397 anketle birlikte oluşturulacak modele ilişkin ölçeklere faktör analizi yapılmış ve yapısal model oluşturulmuştur. İnceleme neticesinde destinasyon imajının algılanan değer ve deneyim kalitesi üzerinde anlamlı ve pozitif etkisinin olduğu tespit edilmiştir.

Kaynakça

  • ALTUNEL, M., & GÜNLÜ, E. (2015). Deneyimleme kalitesi, algılanan değer ve memnuniyetin müze ziyaretçilerinin tavsiye etme eğilimi üzerindeki etkisi. Anatolia: Turizm Araştırmaları Dergisi. 26(2): 191-206.
  • ALTUNIŞIK, R., ÇOŞKUN, R., BAYRAKTAROĞLU, S. & YILDIRIM, E. (2012). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı. Sakarya: Sakarya Yayıncılık
  • BEERLI, A., MARTÍN, J. D. (2004). Tourists’ characteristics and the perceived image of tourist destinations: a quantitative analysis-a case study of Lanzarote, Spain. Tourism management, 25(5): 623-636
  • BÜYÜKÖZTÜRK, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram Ve Uygulamada Eğitim Yönetimi, 32: 473-474.
  • CASTRO, C. B., ARMARIO, E. M. & RUIZ, D. M. (2007). The influence of market heterogeneity on the relationship between a destination's image and tourists’ future behaviour. Tourism Management, 28(1): 175-187.
  • CAVLAK, N., & COP, R. (2018). Müşteri deneyiminin destinasyon imajı üzerindeki etkileri. Journal of Tourism and Gastronomy Studies, 174, 196.
  • CHANG, T. Y., HORNG, S. C. (2010). Conceptualizing and measuring experience quality: the customer's perspective. The Service Industries Journal, 30(14): 2401-2419.
  • CHEN, C. F., CHEN, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral ıntentions for heritage tourists. Tourism Management, 31(1): 29-35.
  • CHEN, C. F., TSAİ, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4): 1115-1122.
  • CHI, C. G. Q., QU, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tourism management, 29(4): 624-636.
  • COLE, S. T., ILLUM, S. F. (2006). Examining the mediating role of festival visitors’ satisfaction in the relationship between service quality and behavioral intentions. Journal of Vacation Marketing, 12(2): 160-173.
  • COLE, S. T., SCOTT, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1): 79-90.
  • CRONIN, J. J., BRADY, M. K. & HULT, G. T. M. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2): 193–218.
  • DOĞRUL, Ü., ATÇEKEN, K. & ŞAHİN, A. (2015). Festival kalitesinin ziyaretçilerin algıladıkları değer, tatmin ve sadakat üzerine etkisi: mersin uluslararası narenciye festivali üzerine bir uygulama. Çağ Üniversitesi Sosyal Bilimler Dergisi, 12(1).
  • DURSUN, Y., ÇERÇİ, U. M. (2004). Algılanan sağlık hizmeti kalitesi, algılanan değer, hasta tatmini ve davranışsal niyet ilişkileri üzerine bir araştırma. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (23).
  • ECHTNER, C. M., RITCHIE, J. R. (2003). The meaning and measurement of destination image (Reprint of original article published in v. 2, no. 2, 1991: 2-12.). Journal of tourism studies, 14(1): 37.
  • FERNANDES, T., CRUZ, M. (2016). Dimensions and outcomes of experience quality in tourism: the case of port wine cellars. Journal of Retailing and Consumer Services, 31: 371-379.
  • HAIR, J. F., BLACK, W. C., BABIN, B. J. & ANDERSON, R. E. (2009). Multivariate data analysis (7th Edition). USA: Prentice Hall.
  • HAIR, J.F., BLACK, W.C., BABIN, B.J. & ANDERSON, R.E. (2010) Multivariate data analysis. (7th Edition). New York: Pearson.
  • HU, H. H., KANDAMPULLY, J. & JUWAHEER, T. D. (2009). Relationships and ımpacts of service quality, perceived value, customer satisfaction, and ımage: an empirical study. The Service Industries Journal, 29(2): 111-125.
  • HUBER, F., HERRMANN, A. & MORGAN, R. E. (2001). Gaining competitive advantage through customer value oriented management. Journal of consumer marketing, 18(1): 41-53.
  • JIN, N., LEE, S., & LEE, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: new versus repeat visitors. International Journal of Tourism Research, 17(1): 82-95.
  • KIM, S. H., HOLLAND, S. & HAN, H. S. (2013). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: a case study of Orlando. International Journal of Tourism Research, 15(4): 313-328.
  • LEE, C. K., YOON, Y. S. & LEE, S. K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: the case of the korean dmz. Tourism management, 28(1): 204-214.
  • LEMKE, F., CLARK, M. & WILSON, H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6): 846-869.
  • MAHASUWEERACHAI, P. & QU, H. (2011). The impact of destination image on value, satisfaction, and loyalty: moderating effects of tourist characteristics and involvement. Scholarworks. 1-4.
  • MARTÍN-SANTANA, J. D., BEERLI-PALACIO, A. & NAZZARENO, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62: 13-25.
  • MENG, S. M., LIANG, G. S. & YANG, S. H. (2011). The relationships of cruise image, perceived value, satisfaction, and post-purchase behavioral intention on Taiwanese tourists. African Journal of Business Management, 5(1): 19-29.
  • MURPHY, P., PRITCHARD, M. P. & SMITH, B. (2000). The destination product and its impact on traveller perceptions. Tourism management, 21(1): 43-52.
  • OH, H. (2000). Diners' perceptions of quality, value, and satisfaction: A practical viewpoint. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-66.
  • OTTO, J. E., RITCHIE, J. R. B. (1996). The service experience in tourism. Tourism Management, 17(3): 165–174.
  • PANDŽA BAJS, I. (2015). Tourist perceived value, relationship to satisfaction, and behavioral intentions: the example of the Croatian tourist destination Dubrovnik. Journal of Travel Research, 54(1): 122-134.
  • PETRICK, J. F. (2004). First timers’ and repeaters’ perceived value. Journal of Travel Research, 43(1): 29-38.
  • PETRICK, J. F., BACKMAN, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ ıntentions to revisit. Journal of Travel Research, 41(1): 38–45.
  • PHILLIPS, W. J., WOLFE, K., HODUR, N. & LEISTRITZ, F. L. (2013). Tourist word of mouth and revisit intentions to rural tourism destinations: a case of north Dakota, usa. International journal of tourism research, 15(1): 93-104.
  • PRAYAG, G., RYAN, C. (2012). Antecedents of tourists’ loyalty to mauritius: the role and influence of destination image, place attachment, personal involvement and satisfaction. Journal of Travel Research, 51(3): 342-356.
  • QUINTAL, V. A. & POLCZYNSKI, A. (2010). Factors influencing tourists' revisit intentions. Asia Pacific Journal of Marketing and Logistics, 22 (4): 554-578.
  • RAMSEOOK-MUNHURRUN, P., SEEBALUCK, V. N. & NAIDOO, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius. Procedia-Social and Behavioral Sciences, 175: 252-259.
  • RYU, K., HAN, H. & KIM, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3): 459-469.
  • STYLIDIS, D., SHANI, A. & BELHASSEN, Y. (2017). Testing an integrated destination image model across residents and tourists. Tourism Management, 58: 184-195.
  • SUN, X., CHI, C. G. Q. & XU, H. (2013). Developing destination loyalty: the case of Hainan island. Annals of Tourism Research, 43: 547-577.
  • SWEENEY, J. C., SOUTAR, G. N. (2001). Consumer perceived value: the development of a multiple ıtem scale. Journal of Retailing, 77(2): 203-220.
  • TABACHNICK, B.G., FIDELL, L.S. (2013) Using Multivariate Statistics (sixth ed.)Pearson, Boston.
  • TAM, J. L. (1999). The effects of service quality, perceived value and customer satisfaction on behavioral intentions. Journal of Hospitality & Leisure Marketing, 6(4), 31-43.
  • TAM, J. L. (2004). Customer satisfaction, service quality and perceived value: an integrative model. Journal of marketing management, 20(7-8), 897-917.
  • TIAN-COLE, S., CROMPTON, J. L. & WILLSON, V. L. (2002). An empirical investigation of the relationships between service quality, satisfaction and behavioral intentions among visitors to a wildlife refuge. Journal of Leisure research, 34(1): 1-24.
  • VEASNA, S., WU, W. Y. & HUANG, C. H. (2013). The impact of destination source credibility on destination satisfaction: the mediating effects of destination attachment and destination image. Tourism Management, 36: 511-526.
  • WANG, C. Y., HSU, M. K. (2010). The relationships of destination image, satisfaction, and behavioral intentions: an integrated model. Journal of Travel & Tourism Marketing, 27(8): 829-843.
  • WU, H. C., LI, T. (2017). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8): 904-944.
  • YU, H., & FANG, W. (2009). Relative impacts from product quality, service quality, and experience quality on customer perceived value and intention to shop for the coffee shop market. Total Quality Management, 20(11): 1273-1285.
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Çetin Akkuş 0000-0002-6539-726X

Aykut Şimşek Bu kişi benim 0000-0002-3317-2330

Yayımlanma Tarihi 15 Ocak 2021
Kabul Tarihi 13 Nisan 2020
Yayımlandığı Sayı Yıl 2021 Cilt: 8 Sayı: 1

Kaynak Göster

APA Akkuş, Ç., & Şimşek, A. (2021). Destinasyon İmajının Algılanan Değer ve Deneyim Kalitesine Etkisi: Kültür Turistleri Üzerine Bir Araştırma. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 8(1), 127-144. https://doi.org/10.17336/igusbd.522024

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İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.