The Effect of the Perception of Authenticity of the Destination on Tourists' Memorable Tourism Experiences

Öz

The aim of this study is to determine the effect of tourists' perceptions of authenticity towards the destination on unforgettable tourism experiences. It is also aimed to determine whether the participants' memorable tourism experiences differ according to their gender, marital status, age, income level, education level and number of visits to the destination. In this context, a survey form was created that includes the Destination Authenticity Perception Scale, which consists of two dimensions: existential authenticity and objective authenticity, and the Memorable Tourism Experience Scale, and includes questions to determine the age, gender, marital status, education level, income level and number of visits to the destination of the participants. The sample of the research consists of 396 local tourists who visited the Avanos district of Cappadocia and participated in the pottery-making activity. Participants were selected by convenience sampling method and data were collected through a face-to-face survey. Descriptive statistics were made with the help of SPSS Statistics Program. Then, the hypotheses were tested with the Structural Equation Model, a multivariate statistical method, using the AMOS program. The structural validity of the scales was determined by confirmatory factor analysis, and their internal consistency and reliability were determined by AVE and CR tests. According to the findings, both objective authenticity perceptions and existential authenticity perceptions of tourists towards the destination positively and significantly affect their memorable tourism experiences. In addition, as a result of the One-way ANOVA tests, it was determined that the memorable tourism experiences of the tourists in the destination differed according to their age, income level, educational status and number of visits to Cappadocia.

Anahtar Kelimeler

• Destination
• Authenticity
• Destination Authenticity
• Tourism Experience
• Unforgettable Tourism Experience
• Cappadocia

Destinasyona İlişkin Otantiklik Algısının Turistlerin Unutulmaz Turizm Deneyimlerine Etkisi

Öz

Bu araştırmanın amacı turistlerin destinasyona yönelik otantiklik algılarının unutulmaz turizm deneyimlerine etkisini belirlemektir. Ayrıca katılımcıların cinsiyet, medeni durum, yaş, gelir durumu, eğitim seviyesi ve destinasyona geliş sayılarına göre unutulmaz turizm deneyimlerinin farklılık gösterip göstermediğinin belirlenmesi de amaçlanmaktır. Bu kapsamda varoluşsal otantiklik ve nesnel otantiklik olarak iki boyuttan oluşan Destinasyon Otantiklik Algısı Ölçeği, Unutulmaz Turizm Deneyimi Ölçeğini içeren ve katılımcıların yaş, cinsiyet, medeni durum, eğitim durumu, gelir düzeyi ve destinasyona geliş sayısını belirlemek amacıyla soruların yer aldığı bir anket formu oluşturulmuştur. Araştırmanın örneklemini Kapadokya’nın Avanos ilçesini ziyaret eden ve çanak-çömlek yapımı aktivitesine katılım gösteren 396 yerli turist oluşturmaktadır. Katılımcılar kolayda örnekleme yöntemi ile seçilmiş olup veriler yüz yüze anket aracılığıyla toplanmıştır. SPSS İstatistik Programı yardımıyla tanımlayıcı istatistikler yapılmıştır. Daha sonra AMOS programı kullanılarak çok değişkenli istatistik yöntemi olan Yapısal Eşitlik Modeli ile hipotezler test edilmiştir. Ölçeklerin yapısal geçerliliği doğrulayıcı faktör analizleriyle, içsel tutarlılıkları ve güvenirlikleri ise AVE ve CR testi ile belirlenmiştir. Bulgulara göre turistlerin destinasyona yönelik hem nesnel otantiklik algıları hem de varoluşsal otantiklik algıları, unutulmaz turizm deneyimlerini pozitif ve anlamlı olarak etkilemektedir. Bunun yanı sıra yapılan One-way ANOVA testleri sonucunda turistlerin destinasyonda yaşadıkları unutulmaz turizm deneyimlerinin, yaşları, gelir durumları, eğitim durumları ve Kapadokya’ya geliş sayılarına göre farklılık gösterdiği belirlenmiştir.

Anahtar Kelimeler

• Destinasyon
• Otantiklik
• Destinasyon Otantikliği
• Turizm Deneyimi
• Unutulmaz Turizm Deneyimi
• Kapadokya

Etik Beyan

“Destinasyona İlişkin Otantiklik Algısının Turistlerin Unutulmaz Turizm Deneyimlerine Etkisi” başlıklı araştırmanın yazım sürecinde bilimsel kurallara, etik ve alıntı kurallarına uyulmuş; toplanan veriler üzerinde herhangi bir tahrifat yapılmamış ve bu araştırma herhangi başka bir akademik yayın ortamına değerlendirme için gönderilmemiştir. Gerekli olan etik kurul izinleri Dokuz Eylül Üniversitesi Sosyal ve Beşeri Bilimler Araştırma ve Yayın Etik Kurulu’nun 19.07.2022 tarih ve 13 sayılı toplantısında alınmıştır.

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