TERMAL TURİZMİNDE İMAJ HİZMET KALİTESİ VE TEKRAR TERCİH İLİŞKİSİ

Yıl 2021, Cilt: 9 Sayı: 3, 477 - 498, 31.12.2021

Fuat Yalman , Tekin Sancar

https://doi.org/10.22139/jobs.991931

Öz

Amaç: Bu çalışmanın temel amacı; termal amaçlı seyahat eden bireylerin imaj ve hizmet kalitesi algıları ile tekrar tercih etme davranışları arasındaki ilişkilerin belirlenmesidir.
Yöntem: Araştırma verileri yüz yüze anket tekniği ile 400 kişiden toplanmıştır. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Verilerin analizinde SPSS ve AMOS paket programları kullanılmıştır. Verilerin analizinde doğrulayıcı faktör analizi, yol analizi, korelasyon analizi, t testi ve Anova analizleri uygulanmıştır.
Bulgular: Aynı zamanda doğrulayıcı faktör analizi ve yol analizi ile elde edilen bulgular, modelin yapı geçerliliğinin sağlandığını göstermiştir. Yol analizine göre, hizmet kalitesi algısının, destinasyon imajı algısını ve tekrar tercih etme davranışını istatistiksel olarak anlamlı düzeyde ve pozitif yönde etkilediği tespit edilmiştir.
Sonuç: Hizmet kalitesi algısı ile destinasyon imaj algısı arasında orta düzey; hizmet kalitesi algısı ile tekrar tercih etme davranışı arasında yüksek düzey ve destinasyon imaj algısı ile tekrar tercih etme davranışı arasında ise orta düzey bir ilişkinin var olduğu görülmüştür.

Anahtar Kelimeler

Termal turizm, İmaj, Hizmet kalitesi, Tekrar tercih

Destekleyen Kurum

Herhangi bir kurum desteklememiştir.

IMAGE SERVICE QUALITY AND REPREFERENCE IN THERMAL TOURISM

Öz

Aim: The main purpose of this study is to determine the relationships between perceptions of image and service quality with repreference behaviors of individuals traveling for thermal purposes.
Method: The research data were collected from 400 people using face-to-face questionnaire technique. The convenience sampling method was used in the study. SPSS and AMOS package programs were used in the analysis of the data. Confirmatory factor analysis, path analysis, correlation analysis, t test and Anova analysis were used in the analysis of the data.
Findings: Furthermore, the findings obtained by confirmatory factor analysis and path analysis showed that the construct validity of the model was ensured. According to the path analysis, it was determined that the perception of service quality affects the destination image perception and re-preference behavior at a statistically significant level and positively.
Results: Between service quality perception, destination image perception and re-preference behavior; It was observed that there was a medium and high level relationship between the variables.

Anahtar Kelimeler

Thermal tourism, Image, Service quality, Repreference

Kaynakça

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