THE EFFECT OF PERCEIVED DESTINATION IMAGE ON THE ATTITUDE OF RECOMMENDATION: A RESEARCH IN SAFRANBOLU

Abstract

The main aim of this study is to determine the effect of perceived destination image on the attitude of recommendation. Accordingly the research was carried out with tourists who visited Safranbolu. In this study, data was obtained from 287completed questionnaires. The data was analyzed with SPSS 15 statistics programme. In this research, destination image was analyzed in terms of service and facilities, peaceful environment, historical structure and environment along with infrastructure. In this context, a positive correlation was observed between perceived destination image factors and the attitude of recommendation of tourists. Especially a highly positive correlation was discovered between “peaceful environment”, “historical structure and environment”, “infrastructure”, and the attitude of recommendation

Keywords

• Destination Image,The Attitude of Recommendation,Safranbolu

ALGILANAN DESTİNASYON İMAJININ TAVSİYE DAVRANIŞI ÜZERİNE ETKİSİ: SAFRANBOLU’DA BİR ARAŞTIRMA

Öz

Araştırmanın temel amacı, algılanan destinasyon imajının, tavsiye etme durumu üzerine etkisini ortaya koymaktır. Bu amaca bağlı olarak, Safranbolu’yu ziyaret eden turistler üzerine bir araştırma gerçekleştirilmiştir. Yapılan bu çalışmada anket tekniği ile toplam 287 turistten veri elde edilmiştir. Elde edilen veriler SPSS 15 istatistik programı ile analiz edilmiştir. Araştırmada destinasyon imajı, hizmet ve üstyapı, huzurlu ortam, tarihi doku ve çevre ile altyapı boyutlarıyla ele alınmıştır. Bu bağlamda, algılanan destinasyon imajı alt boyutları ile turistlerin tavsiye etme davranışları arasında pozitif bir ilişkinin olduğu görülmüştür. Özellikle “huzurlu ortam”, “tarihi doku-çevre”, ve “altyapı” ile tavsiye etme davranışı arasında yüksek düzeyde pozitif bir ilişki olduğu dikkat çekmektedir.

Anahtar Kelimeler

• Destinasyon İmajı,Tavsiye Davranışı,Safranbolu

Kaynakça

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