Relationship between Destination Image Change and Behavioral Intention: A Study on Cappadocia Hot Air Balloon Experience

Akın Özen; Ebru Güneren Özdemir

doi:10.31822/jomat.709096

EN

Relationship between Destination Image Change and Behavioral Intention: A Study on Cappadocia Hot Air Balloon Experience

Abstract

This study aims to determine the effect of tourists’ experiences on the change in the image of Cappadocia and the intention of suggesting it to others by the impact of experiences of tourists participating in hot air balloon tours in Cappadocia region. Study universe consists of local and foreign visitors coming to Cappadocia Region. Easy sampling method from non-incidental sampling methods was preferred in the study. The sample consisted of 406 visitors who visited Cappadocia Region and attended hot air balloon tours. According to empirical research findings, it was determined that the value of the hot air balloon experience, and dimensions of memory, entertainment, aesthetics and education have a meaningful and powerful effect on the change of the image of Cappadocia. This change in the image of Cappadocia has the same effect on behavioral intentions. With reference to research findings, it can be said that Cappadocia has a strategic role in the promotion of the hot air ballooning destination, image formation and even positive change of such image. It is recommended that the stakeholders responsible for destination marketing use this role of hot air ballooning to create a competitive advantage.

Keywords

Experience value , Image change , Destination image , Image formation , Hot-air balloon tour , Cappadocia

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Akın Özen ^*
0000-0003-1172-5448
Türkiye

Ebru Güneren Özdemir
Türkiye

Publication Date

July 30, 2020

Submission Date

December 5, 2019

Acceptance Date

July 14, 2020

Published in Issue

Year 2020 Volume: 5 Number: 1

DOI

https://doi.org/10.31822/jomat.709096

IZ

https://izlik.org/JA22HP77KG

APA

Özen, A., & Güneren Özdemir, E. (2020). Relationship between Destination Image Change and Behavioral Intention: A Study on Cappadocia Hot Air Balloon Experience. Journal of Multidisciplinary Academic Tourism, 5(1), 39-54. https://doi.org/10.31822/jomat.709096

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