The Effect of Tourist Satisfaction on Revisit: The Mediating Role of Brand and Emotional Value

Öz

The aim of this study is to test the effect of tourist satisfaction on repeat visits and the indirect effects of brand and emotional value on this effect. The sample of the research, which was conducted using quantitative method, consists of foreign tourists coming to the Sultanahmet region. Within the scope of the research, the data collected by applying a questionnaire to 391 tourists visiting the Sultanahmet region, one of the historical sites of Istanbul, which is on the UNESCO world heritage list, were analysed and a structural model was established. The data were analysed using Smart PLS 4.0 software. Direct, indirect and total effects were evaluated in the structural model and mediation analyses were tested by bootstrapping method.  The findings revealed that tourist satisfaction has a direct and significant effect on revisit intention. In addition, brand value and emotional value variables were found to play a significant mediating role in this relationship. It has been determined that tourist satisfaction increases brand and emotional value, and these values strengthen the intention to revisit. In particular, it is emphasised that the bonds formed through emotional value affect the behavioural intentions of visitors towards the destination. The study makes a theoretical contribution with its structure including mediating variables, which are limitedly discussed in the literature. It also provides practical implications that the development of brand and emotional value-based strategies in the management of cultural heritage destinations can increase revisit rates. As a result, it has been determined that satisfaction increases the desire to revisit, and brand value and emotional value are mediating variables between the factors of tourist satisfaction and desire to revisit.

Anahtar Kelimeler

• Tourist Satisfaction
• Repeat Visit
• Brand Value
• Emotional Value

Turist Memnuniyetinin Tekrar Ziyaret Üzerindeki Etkisi: Marka ve Duygusal Değerin Aracılık Rolü

Öz

Bu araştırmanın amacı, turist memnuniyetinin tekrar ziyaret üzerindeki etkisi ve bu etkide marka ve duygusal değerin dolaylı etkilerini test etmektir. Nicel yöntem kullanılarak yapılan araştırmanın örneklemini Sultanahmet bölgesine gelen yabancı turistler oluşturmaktadır. Araştırma kapsamında UNESCO dünya miras listesinde yer alan İstanbul tarihi alanlarından olan Sultanahmet bölgesine gelen 391 turiste anket uygulanarak toplanan veriler analiz edilmiş ve yapısal bir model kurulmuştur. Veriler, Smart PLS 4.0 yazılımı kullanılarak analiz edilmiştir. Yapısal modelde doğrudan, dolaylı ve toplam etkiler değerlendirilmiş; aracılık analizleri bootstrapping yöntemiyle test edilmiştir.  Elde edilen bulgular, turist memnuniyetinin tekrar ziyaret etme niyeti üzerinde doğrudan ve anlamlı bir etkisinin olduğunu ortaya koymuştur. Ayrıca, marka değeri ve duygusal değer değişkenlerinin, bu ilişkide anlamlı birer aracı rol oynadığı belirlenmiştir. Turist memnuniyetinin marka ve duygusal değeri artırdığı; bu değerlerin de tekrar ziyaret niyetini güçlendirdiği tespit edilmiştir. Özellikle duygusal değer aracılığıyla oluşan bağların, ziyaretçilerin destinasyona yönelik davranışsal niyetlerini etkilediği vurgulanmıştır. Çalışma, literatürde sınırlı olarak ele alınan aracı değişkenleri içeren yapısıyla teorik katkı sağlamaktadır. Ayrıca, kültürel miras destinasyonlarının yönetiminde marka ve duygusal değer temelli stratejilerin geliştirilmesinin tekrar ziyaret oranlarını artırabileceğine dair pratik çıkarımlar sunmaktadır. Sonuç olarak, memnuniyetin tekrar ziyaret isteğini arttığını,  marka değeri ve duygusal değerin, turist memnuniyeti ve tekrar ziyaret isteği faktörleri arasında aracı değişken oldukları tespit edilmiştir.

Anahtar Kelimeler

• Turist Memnuniyeti
• Tekrar Ziyaret
• Marka Değeri
• Duygusal Değer

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