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

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.

Kaynakça

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

Yıl 2023, Cilt: 8 Sayı: 20, 176 - 197, 27.02.2023
https://doi.org/10.25204/iktisad.1144241

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.

Kaynakça

  • Abubakar, A. M., Ilkan, M., Al-Tal, R. M. ve Eluwole, K. K. (2017). eWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management, 31, 220-227.
  • Adhikari, A. ve Bhattacharya, S. (2016). Appraisal of literature on customer experience in tourism sector: review and framework. Current Issues in Tourism, 19(4), 296-321.
  • Afshardoost, M. ve Eshaghi, M. S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tourism Management, 81, 104154.
  • Ahsanah, U. ve Artanti, Y. (2021). The role of memorable tourism experiences in the relation between city image and visitor engagement toward re-visit intention to Yogyakarta city. Jurnal Manajemen Bisnis, 12(1), 56-70.
  • Al-Ansi, A., Olya, H. G. ve Han, H. (2019). Effect of general risk on trust, satisfaction, and recommendation intention for halal food. International Journal of Hospitality Management, 83, 210-219.
  • Ali, F., Ryu, K. ve Hussain, K. (2016). Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing, 33(1), 85-100.
  • Amenuvor, F. E. ve Tark, L. H. (2020). The effect of pre-purchase WOM seeking behavior on the WOM intention. Journal of Marketing Studies, 28(2), 15-30.
  • Arslan, A. ve Şimşek, G. (2022). Unutulmaz turizm deneyimlerinin sosyal medya paylaşım davranışı ve genel memnuniyet aracılığıyla davranışsal niyetlere etkisi. MANAS Sosyal Araştırmalar Dergisi, 11(2), 744-762.
  • Azis, N., Amin, M., Chan, S. ve Aprilia, C. (2020). How smart tourism Technologies affect tourist destination loyalty. Journal of Hospitality and Tourism Technology, 11(4), 603-625.
  • Beerli, A. ve Martin, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657-681.
  • Biesok, G. ve Wyród-Wróbel, J. (2011). Customer satisfaction-Meaning and methods of measuring. Marketing and Logistic Problems in the Management of Organization, Wydawnic two AkademiiTechniczno-Humanistycznej W Bielsku-Białej, Bielsko-Biała, 23-41.
  • Chang, H. M., Yen-Chen, H. ve Shi-Hui, P. A. (2022). Study on the Effect of Different Demographic Variables on Tourists’ Tourism Behavior in Dajia Jenn Lann Temple. International Journal of Research in Tourism and Hospitality (IJRTH), 8(1), 16-26.
  • Celik, D. (2019). Revisit intention of tourists by demographic profiles: The case of bartin. Feb-Fresenius Environmental Bulletin, 6675.
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  • Melo, H. M. P., Moniz, A. I. A. ve Silva, F. (2016). Tourist destination image and consumer behaviour: The case of the Azores. CEEAplA-A-Working Paper Series, 1-9.
  • Melon, M. P. A., Fandos-Herrera, C. ve Sarasa, R. G. (2021). Analysis of antecedents and consequences of memorable tourist experiences (MTEs): A Spanish case study. Journal of Vacation Marketing, 20(10), 1, 15.
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  • Prayogo, R. R. ve Kusumawardhani, A. (2017). Examining relationships of destination image, service quality, e-WOM, and revisit intention to Sabang Island, Indonesia. APMBA (Asia Pacific Management and Business Application), 5(2), 89-102.
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  • Ratih, N.S. ve Naili, F. (2020). The Effect of Destination Image, Memorable Tourism Experience with Second Order Construct towards Revisit Intention: Study in Karimunjawa National Park. In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World (ICIB 2019), pages 538-543.
  • Razak, I., Nirwanto, N. ve Triatmanto, B. (2016). The impact of product quality and price on customer satisfaction with the mediator of customer value. IISTE: Journal of Marketing and Consumer Research, 30, 59-68.
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  • Shabnam, S., Quaddus, M., Ali, M. ve Shanka, T. (2022). Memorable Tourism Experience: Formative Conceptualization and tests of Socio-demographic Moderators. Tourism Analysis, 27(3), 409-415.
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  • Ünal, A. ve Bayar, S.B. (2020). Destinasyonlara İlişkin Hatırlanabilir Deneyimlerin Turistlerin Tekrar Seyahat Niyetlerine Etkileri: Side Örneği. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, 5(1), 1-13.
  • Van Tonder, E., Petzer, D. J., Van Vuuren, N. ve De Beer, L. T. (2018). Perceived value, relationship quality and positive WOM intention in banking. International Journal of Bank Marketing, 36(7), 1347-1366.
  • Veasna, S., Wu, W. Y. ve 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.
  • Vinzi, V. E., Trinchera, L. ve Amato, S. (2010). PLS path modeling: from foundations to recent developments and open issues for model assessment and improvement. Handbook of partial least squares, 47-82.
  • Wei, C., Zhao, W., Zhang, C. ve Huang, K. (2019). Psychological factors affecting memorable tourism experiences. Asia Pacific Journal of Tourism Research, 24(7), 619-632.
  • Wong, J. W. C., Lai, I. K. W. ve Tao, Z. (2019). Memorable ethnic minority tourism experiences in China: a case study of Guangxi Zhuang Zu. Journal of Tourism and Cultural Change, 17(4), 508-525.
  • Yang, Z. ve Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and marketing, 21(10), 799-822.
  • Yıldız, S. B. ve Kılıç, S. N. (2016). Kültür Turizmine Katılan Yerli Turistlerin Kapadokya Algısının Tekrar Ziyaret Etme ve Tavsiye Etme Davranışı Üzerindeki Etkisi. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (53), 166-185.
  • Yoon, S. J. (2012). A social network approach to the influences of shopping experiences on e-wom. Journal of Electronic Commerce Research, 13(3), 213-223.
  • Yu, C. P., Chang, W. C. ve Ramanpong, J. (2019). Assessing visitors’ memorable tourism experiences (MTEs) in forest recreation destination: A case study in Xitou natüre education area. Forests, 10(8), 636.
  • Zhang, H., Wu, Y. ve Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of destination marketing and management, 8, 326-336.
Toplam 103 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Sinan Çavuşoğlu 0000-0001-9365-8677

Bülent Demirağ 0000-0002-8718-1822

Merve Kaplan 0000-0001-5648-0902

Yayımlanma Tarihi 27 Şubat 2023
Gönderilme Tarihi 15 Temmuz 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 8 Sayı: 20

Kaynak Göster

APA Çavuşoğlu, S., Demirağ, B., & Kaplan, M. (2023). Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. İktisadi İdari Ve Siyasal Araştırmalar Dergisi, 8(20), 176-197. https://doi.org/10.25204/iktisad.1144241
AMA Çavuşoğlu S, Demirağ B, Kaplan M. Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. İKTİSAD. Şubat 2023;8(20):176-197. doi:10.25204/iktisad.1144241
Chicago Çavuşoğlu, Sinan, Bülent Demirağ, ve Merve Kaplan. “Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme Ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi 8, sy. 20 (Şubat 2023): 176-97. https://doi.org/10.25204/iktisad.1144241.
EndNote Çavuşoğlu S, Demirağ B, Kaplan M (01 Şubat 2023) Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. İktisadi İdari ve Siyasal Araştırmalar Dergisi 8 20 176–197.
IEEE S. Çavuşoğlu, B. Demirağ, ve M. Kaplan, “Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi”, İKTİSAD, c. 8, sy. 20, ss. 176–197, 2023, doi: 10.25204/iktisad.1144241.
ISNAD Çavuşoğlu, Sinan vd. “Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme Ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi”. İktisadi İdari ve Siyasal Araştırmalar Dergisi 8/20 (Şubat 2023), 176-197. https://doi.org/10.25204/iktisad.1144241.
JAMA Çavuşoğlu S, Demirağ B, Kaplan M. Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. İKTİSAD. 2023;8:176–197.
MLA Çavuşoğlu, Sinan vd. “Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme Ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi, c. 8, sy. 20, 2023, ss. 176-97, doi:10.25204/iktisad.1144241.
Vancouver Çavuşoğlu S, Demirağ B, Kaplan M. Unutulmaz Turizm Deneyimlerinin Destinasyon İmajı, Tatmin, Tekrar Ziyaret Etme ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. İKTİSAD. 2023;8(20):176-97.


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