Kültürel Kimliğin Tekrar Ziyaret Niyeti Üzerindeki Etkisi (Myanmar'daki Kakma Bölgesine İlişkin Bir Örnek Olay)

Yıl 2024, Cilt: 6 Sayı: 2, 179 - 194

Htin Kyaw Lin

https://doi.org/10.51525/johti.1542458

Öz

Bu çalışma, örnek olay olarak Myanmar'daki Inlay bölgesine odaklanarak, kültürel kimliğin turistlerin tekrar ziyaret etme niyetlerini nasıl etkilediğini araştırıyor. Aynı zamanda turist memnuniyetini şekillendirmede ve o destinasyonu tekrar ziyaret etme niyetini teşvik etmede kültürel boyutların rolünü de araştırmaktadır. Bu çalışma için iki amaç amaçlanmaktadır. Birinci amaç kültürel kimliğin turist memnuniyetine etkisini analiz etmek, ikinci amaç ise Inlay Bölgesi'nde turist memnuniyetinin tekrar ziyaret niyetine etkisini incelemektir. Kolayda örnekleme yöntemi kullanılarak toplanan 385 örnekle nicel analiz yapılmıştır. Mevcut çalışmanın bulguları, tüm kültürel kimlik boyutlarının (bilişsel, duygusal ve davranışsal) turist memnuniyeti üzerinde anlamlı pozitif etkiye sahip olduğunu ve turist memnuniyetinin de Inlay bölgesinin tekrar ziyaret etme niyeti üzerinde anlamlı pozitif etkiye sahip olduğunu göstermektedir. Bu nedenle yetkililer, Inlay bölgesinin kültürel mirası, tarihi önemi ve geleneksel inançları hakkında farkındalığı artırmak için halk eğitimine ve medya tanıtımına öncelik vermelidir. Ayrıca, sakin doğal çevreyi korumak ve kültürel mirasın sürdürülebilir gelişimini sağlamak için yetkililerin, Inlay bölgesinin eşsiz kültürel tarihini desteklemeye ve vurgulamaya devam etmesi gerekmektedir.

Anahtar Kelimeler

Kültürel Kimlik, Turist Memnuniyeti, Tekrar Ziyaret Niyeti, Kültürel Miras

Influence of Cultural Identity on Revisit Intention (A Case Study of Inlay Region in Myanmar)

Öz

This study investigates how cultural identity effects revisit intentions of tourists, focusing on the Inlay region in Myanmar as a case study. It also explores the role of cultural dimensions in shaping tourist satisfaction and fostering revisit intention to that destination. Two objectives are intended for this study. The first objective is to analyze the effect of cultural identity on tourist satisfaction, and the second objective is to examine the effect of tourist satisfaction on revisit intention in the Inlay Region. Quantitative analysis is conducted with 385 samples that are collected using the convenience sampling method. The findings of the current study indicate that all cultural identity dimensions, namely cognitive, emotional, and behavioral, have a significant positive effect on tourist satisfaction, and tourist satisfaction also has a significant positive effect on the revisit intention of the Inlay region. Therefore, authorities should prioritize public education and media publicity to raise awareness about the cultural heritage, historical significance, and traditional beliefs of the Inlay region. Furthermore, to preserve the serene natural environment and ensure the sustainable development of cultural heritage, the authorities should continue to uphold and emphasize the unique cultural history of the Inlay region.

Anahtar Kelimeler

Cultural Identity, Tourist Satisfaction, Revisit Intention, Cultural Heritage

Kaynakça

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