Investigation of the Effect of Memorable Tourism Experiences on Destination Image, Satisfaction, Revisit and Recommendation Intention

Yıl 2023, Cilt: 8 Sayı: 20, 176 - 197, 27.02.2023

Sinan Çavuşoğlu , Bülent Demirağ , Merve Kaplan

https://doi.org/10.25204/iktisad.1144241

Cited By: 3

Öz

The study was carried out to measure the relationship between memorable tourism experiences, destination image, satisfaction, revisit intention and recommendation intention. In the study, questionnaire technique was used to collect data. The “convenience sampling method” was used in the research. Data were collected from 397 domestic tourists visiting Antalya. Smart (PLS-SEM) was used for data analysis of the research. The bootstrapping technique was used to test the hypotheses. Structural equation modeling was used within the scope of the study. According to the results of the structural equation model, memorable tourism experience has a positive effect on revisit intention, recommendation intention, destination image, and satisfaction. According to the results of the study, destination image has a positive effect on revisit intention, recommendation intention and satisfaction. Moreover, satisfaction has a positive effect on revisit intention and recommendation intention. According to the results of the study, it was concluded that the satisfaction variable showed a significant difference in different age ranges. Similarly, it was concluded that there were significant differences between individuals’ recommendation intention and their age and income status.

Anahtar Kelimeler

Memorable tourism experiences, Destination image, Satisfaction, Revisit intention, Recommendation intention

Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi

Öz

Çalışma, unutulmaz turizm deneyimleri (UTD), destinasyon imajı (Dİ), tatmin, tekrar ziyaret etme niyeti (TZEN) ve tavsiye etme niyeti (TN) arasındaki ilişkiyi ölçmek amacıyla gerçekleştirilmiştir. Çalışmada, veri toplamak amacıyla anket tekniği kullanılmıştır. Araştırmada “kolayda örneklem yöntemi” kullanılmıştır. Antalya’yı ziyaret eden 397 yerli turistten veri toplanmıştır. Araştırmanın veri analizi için Smart (PLS-SEM) kullanılmıştır. Hipotezlerin testi için bootstrapping tekniği kullanılmıştır. Çalışma kapsamında yapısal eşitlik modellemesi kullanılmıştır. Gerçekleştirilen yapısal eşitlik modeli sonuçlarına göre, unutulmaz turizm deneyiminin tekrar ziyaret etme niyeti, tavsiye etme niyeti, destinasyon imajı ve tatmin üzerinde pozitif bir etkisi bulunmaktadır. Çalışma sonuçlarına göre destinasyon imajının tekrar ziyaret etme niyeti, tavsiye etme niyeti ve tatmin üzerinde pozitif etkisi bulunmaktadır. Ayrıca, tatminin, tekrar ziyaret etme niyeti ve tavsiye etme niyeti üzerinde olumlu etkisi vardır. Çalışma sonuçlarına göre tatmin değişkeninin farklı yaş aralıklarında anlamlı farklılık gösterdiği sonucuna ulaşılmıştır. Benzer şekilde bireylerin tavsiye etme niyeti ile yaş ve gelir durumu arasında anlamlı farklılıkların olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Hafızaya dayalı turizm deneyimi, Destinasyon imajı, Tatmin, Tekrar ziyaret etme niyeti, Tavsiye etme niyeti

Kaynakça

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