Araştırma Makalesi
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The Mediating Role of Destination Attachment on the Relation between the Destination Experience and Destination Loyalty

Yıl 2020, Cilt: 17 Sayı: 2, 270 - 287, 30.08.2020
https://doi.org/10.24010/soid.779051

Öz

The aim of this study is to address the concept of loyalty used to express coherence in purchasing behaviors on a touristic destination. For this purpose, a model that directly and indirectly influences in the formation process of destination loyalty of tourists, which makes it easier to market destinations by revisiting destinations and also recommending them to others, has been examined within a model. In the constructedstructural equation model, the affects of destination experience attachment on destination loyalty have been tested by drawing path analysis. In order to be able to perform the analysis, the data of the research have beencollected by using the questionnaire technique from 395 tourists who visit Fethiye. The results of the research show that destination attachment have mediating effect on the relation between the destinastion experience and destination loyalty. 

Kaynakça

  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri - SPSS Uygulamalı(Genişletilmiş 7. Baskı). Sakarya: Sakarya Yayıncılık.
  • Baron, R. M. ve Kenny, D. A. (1986), ‘The Moderator – Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations’, Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bayram, N. (2013). Yapısal Eşitlik Modellemesine Giriş - Amos Uygulamaları (2. Baskı). Bursa: Ezgi Kitabevi.
  • Bianchi, C. ve Pike, S. (2011). “Antecedents of Destination Brand Loyalty For ALong-Haul Market: Australia's Destination Loyalty Among Chilean Travelers”, Journal of Travel & Tourism Marketing, 28, 736-750.
  • Bosnjak, M., Sirgy, M. J., Hellriegel, S. ve Maurer, O. (2011). “Postvisit Destination Loyalty Judgments: Developing and Testing a Comprehensive Congruity Model”, Journal of Travel Research, 50 (5), 496-508.
  • Brakus, J. J., Schmitt, B. H. ve Zarantonello, L. (2009), ‘Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?’, Journal of Marketing, 73, 52-68.
  • Chen, J. S. ve Gürsoy, Doğan D. (2001), ‘An Investigation of Tourists’ Destination Loyalty and Preferences’, International Journal of Contemporary Hospitality Management, 13 (2), 79-85.
  • Chi, C. G-Q. (2011). “Destination Loyalty Formationand Travelers’ Demographic Characteristics: A Multiple Group Analysis Approach”, Journal of Hospitality & Tourism Research, 35 (2), 191-212.
  • Chi, C. G-Q. (2012). “An Examination of Destination Loyalty: Differences Between First-Time and Repeat Visitors”, Journal of Hospitality & Tourism Research, 36 (1), 3-24.
  • Chi, C. G-Q. ve Qu, H. (2008). “Examining the Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty: An Integrated Approach”, Tourism Management, 29, 624-636.
  • Çelik, S. ve Gökçe, F. (2015), ‘Destinasyon Pazarlamasında Deneyimsel Pazarlama Uygulamalarının Kullanımına İlişkin Kavramsal Bir Çalışma’ http://www.ejoir.org/klasik/belge/kasim2015/3.pdf. Erişim Tarihi: 28.03.2017.
  • Deng, J. ve Pierskalla, C. (2011). “Impact of Past Experience on Perceived Value, Overall Satisfaction, and Destination Loyalty: A Comparison Between Visitor and Resident Attendees of a Festival”, Event Management, 15, 163-177.
  • Dick, A. S. ve Basu, K. (1994). “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, 22 (2), 99-113.
  • Forgas-Coll, S., Palau-Saumell, R., Sanchez-Garcia, J. ve Callarisa-Fiol, L. J. (2012). “Urban Destination Loyalty Drivers and Cross-National Moderator Effects: The Case of Barcelona”, Tourism Management, 33 (6), 1309-1320.
  • Hernandez, L., Solis, M. M., Moliner, M. A. ve Sanchez, J. (2006). “Tourism Destination Image, Satisfaction and Loyalty: A Study in Ixtapa-Zihuatanejo, Mexico”, Tour Geographies, 8 (4), 343-358.
  • Kayış, A. (2009), ‘SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (4. Baskı)’, Şeref Kalaycı (Ed.). Güvenilirlik Analizi (ss. 403-419). Ankara: Asil Yayın Dağıtım Ltd. Şti.
  • Kılıç, B. (2011). “Destinasyon Ziyaretçilerinin Sosyo-Demografik Özelliklerinin Sadakat Eğilimleri Üzerine Etkisi”. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26, 239-252.
  • Kim, A. K. ve Brown, G. (2012). “Understanding the Relationships Between Perceived Travel Experiences, Overall Satisfaction and Destination Loyalty”, Anatolia – An International Journal of Tourism and Hospitality Research, 23 (3), 328-347.
  • Kim, K. (2008), ‘Analysis of Structural Equation Modelfor the Student Pleasure Travel Market: Motivation, Involvement, Satisfaction, and Destination Loyalty’. Journal of Travel & Tourism Marketing, 24 (4), 297-313
  • Kozak, M., Bigne, E. ve Andreu, L. (2004). “Satisfaction and Destination Loyalty: A Comparison Between Non-Repeatand Repeat Tourists”, Journal of Quality Assurance in Hospitality & Tourism, 5 (1), 43-59.
  • Kyle, G., Graefe, A., Manning, R. ve Bacon, J. (2004), ‘Predictors of Behavioral Loyalty among Hikers along the Appalachian Trail’. Leisure Sciences, 26 (1): 99-118.
  • Lee, J., Graefe, A. R. ve Burns, R. C. (2007). “Examining the Antecedents of Destination Loyalty in a Forest Setting”, Leisure Sciences, 29, 463-481.
  • Lopez-Mosquera, N. ve Sanchez, M. (2013), ‘Direct and Indirect Effects of Received Benefits and Place Attachment in Willingness to Pay and Loyalty in Suburban Natural Areas’, Journal of Environmental Psychology, 34, 27-35.
  • McDowall, S. (2010). “International Tourist Satisfaction and Destination Loyalty: Bangkok, Thailand”, Asia Pacific Journal of Tourism Research, 15 (1), 21-42.
  • Mechinda, P. Serirat, S. ve Gulid, N. (2009). “An Examination of Tourists’ Attitudinal and Behavioral Loyalty: Comparison Between Domestic and International Tourists”, Journal of Vacation Marketing, 15 (2), 129-148.
  • Mendes, J. C., Valle P. O., Guerreiro, M. M. ve Silva, J. A. (2010). “The Tourist Experience: Exploring the Relationship Between Tourist Satisfaction and Destination Loyalty”, Tourism, 58 (2), 111-126.
  • Myagmarsuren, O. ve Chen, C-F. (2011). “Exploring Relationships Between Destination Brand Equity, Satisfaction, and Destination Loyalty: A Case Study of Mongolia”, Journal of Tourism, Hospitality & Culinary Arts, 3 (2), 81-94.
  • Oliver, R. L. (1999). “Whence Consumer Loyalty?”, Journal of Marketing, 63, 33-44.
  • Oppermann, M. (2000). “Tourism Destination Loyalty”, Journal of Travel Research, 39, 78-84.
  • Osman, H. Johns, N. ve Lugosi, P. (2014). “Commercial Hospitality in Destination Experiences: McDonald’s and Tourists’ Consumption of Space”. Tourism Management, 42, 238-247.
  • Otto, J. E. ve Ritchie, J. R. B. (1996). “The Service Experience in Tourism”. Tourism Management, 17 (3), 165-174.
  • San Martin, H. Collado, J. ve Rodriguez del Bosque, I. (2013). “An Exploration of the Effects of Past Experience and Tourist Involvement on Destination Loyalty Formation”, Current Issues in Tourism, 16 (4), 327-342.
  • Schermelleh-Engel, K, Moosbrugger, H. ve Müller, H. (2003). “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures”, Methods of Psychological Research Online, 8 (2), 23-74.
  • Seçer, İ. (2015). Spss ve Lisrel ile Pratik Veri Analizi-Analiz ve Raporlaştırma (2. Baskı). Ankara: Anı Yayıncılık.
  • Sırakaya-Türk, E., Ekinci, Y. ve Martin, D. (2015), ‘The Efficacy of Shopping Value in Predicting Destination Loyalty’, Journal of Business Research, 68, 1878-1885.
  • Su, H.-J., Cheng, K-F. ve Huang, H-H. (2011), ‘Empirical Study of Destination Loyalty and Its Antecedent: The Perspective of Place Attachment’, The Service Industries Journal, 31, (16), 2721-2739.
  • Sun, X. Chi, C. G-Q. ve Xu H. (2013). “Developing Destination Loyalty: The Case of Hainan Island”, Annals of Tourism Research, 43, 547-577.
  • Swarbrooke, J. ve Horner, S. (2007). Consumer Behaviour in Tourism (2. Baskı). Oxford: Butterworth-Heinemann.
  • Taşkın, Ç. ve Karadamar, A. A. (2016), ‘Destinasyon Marka Bağlılığı: Yabancı Turistler Üzerine Diyarbakır Kentinde Bir Araştırma’, Yönetim Bilimleri Dergisi / Journal of Administrative Sciences, 14 (28), 199-222
  • Tsai, S-P. (2012), ‘Place Attachment and Tourism Marketing: Investigating International Tourists in Singapore’, International Journal of Tourism Research, 14, 139-152.
  • Ural, A. ve Kılıç, İ. (2006), Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi(2. Baskı), Ankara: Detay Yayıncılık.
  • Valle, P.O., Silva, J. A., Mendes, J., ve Guerreiro, M. (2006). “Tourist Satisfaction and Destination Loyalty Intention: A Structural and Categorical Analysis”, International Journal of Business Science and Applied Management, 1 (1), 25-44.
  • Veasna, S., Wu, W.-Y. ve Huang, C.-H. (2013), ‘The Impact of Destination Source Credibility on Destination Satisfaction: The Mediating Effects of Destination Attachment and Destination Image’, Tourism Management, 36, 511-526.
  • Weber, K. (2001). “Association Meeting Planners’ Loyalty to Hotel Chains”, Hospitality Management, 20, 259-275.,
  • Wu, C.-W. (2016). “Destination Loyalty Modeling of the Global Tourism”, Journal of Business Research, 69, 2213-2219.
  • Yoo, M. ve Bai, B. (2013), ‘Customer Loyalty Marketing Research: A Comparative Approach Between Hospitality and Business Journals’. International Journal of Hospitality Management, 33, 166-177.
  • Yoon, Y. ve Uysal, M. (2005). “An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model”, Tourism Management, 26, 45-56.
  • Yüksel, A., Yüksel F. ve Bilim, Y. (2010), ‘Destination Attachment: Effects on Customer Satisfaction and Cognitive, Affective and Conative Loyalty’, Tourism Management, 31, 274-284.

Destinasyon Deneyimi ve Sadakati Arasındaki İlişkide Destinasyon Aidiyetinin Aracı Rolü

Yıl 2020, Cilt: 17 Sayı: 2, 270 - 287, 30.08.2020
https://doi.org/10.24010/soid.779051

Öz

Bu çalışmanın amacı satın alma davranışlarındaki tutarlılığı ifade etmek için kullanılan sadakat kavramı ile turistlerin ziyaret ettikleri destinasyonda edindikleri deneyim arasındaki ilişkiyi aidiyet kapsamında ortaya koymaktır. Bu amaçla, destinasyonları tekrar ziyaret eden ve aynı zamanda ziyaret ettikleri destinasyonları başkalarına tavsiye ederek destinasyonların pazarlanmasını kolaylaştıran turistlerin destinasyon sadakati oluşum sürecine doğrudan ve dolaylı etki eden değişkenler bir model kapsamında incelenmiştir. Kurulan yapısal eşitlik modelinde destinasyon deneyiminin ve destinasyon aidiyetinin destinasyon sadakati üzerindeki etkileri yol analizi çizilerek test edilmiştir. Analiz için kullanılan veriler Fethiye’yi ziyaret eden 395 turistten anket tekniği kullanılarak elde edilmiştir. Araştırma sonuçları, destinasyon deneyiminin sadakat üzerinde etkili olduğunu ve bu ilişkiye destinasyon aidiyetinin aracılık ettiğini göstermektedir. 

Kaynakça

  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri - SPSS Uygulamalı(Genişletilmiş 7. Baskı). Sakarya: Sakarya Yayıncılık.
  • Baron, R. M. ve Kenny, D. A. (1986), ‘The Moderator – Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations’, Journal of Personality and Social Psychology, 51(6), 1173-1182.
  • Bayram, N. (2013). Yapısal Eşitlik Modellemesine Giriş - Amos Uygulamaları (2. Baskı). Bursa: Ezgi Kitabevi.
  • Bianchi, C. ve Pike, S. (2011). “Antecedents of Destination Brand Loyalty For ALong-Haul Market: Australia's Destination Loyalty Among Chilean Travelers”, Journal of Travel & Tourism Marketing, 28, 736-750.
  • Bosnjak, M., Sirgy, M. J., Hellriegel, S. ve Maurer, O. (2011). “Postvisit Destination Loyalty Judgments: Developing and Testing a Comprehensive Congruity Model”, Journal of Travel Research, 50 (5), 496-508.
  • Brakus, J. J., Schmitt, B. H. ve Zarantonello, L. (2009), ‘Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?’, Journal of Marketing, 73, 52-68.
  • Chen, J. S. ve Gürsoy, Doğan D. (2001), ‘An Investigation of Tourists’ Destination Loyalty and Preferences’, International Journal of Contemporary Hospitality Management, 13 (2), 79-85.
  • Chi, C. G-Q. (2011). “Destination Loyalty Formationand Travelers’ Demographic Characteristics: A Multiple Group Analysis Approach”, Journal of Hospitality & Tourism Research, 35 (2), 191-212.
  • Chi, C. G-Q. (2012). “An Examination of Destination Loyalty: Differences Between First-Time and Repeat Visitors”, Journal of Hospitality & Tourism Research, 36 (1), 3-24.
  • Chi, C. G-Q. ve Qu, H. (2008). “Examining the Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty: An Integrated Approach”, Tourism Management, 29, 624-636.
  • Çelik, S. ve Gökçe, F. (2015), ‘Destinasyon Pazarlamasında Deneyimsel Pazarlama Uygulamalarının Kullanımına İlişkin Kavramsal Bir Çalışma’ http://www.ejoir.org/klasik/belge/kasim2015/3.pdf. Erişim Tarihi: 28.03.2017.
  • Deng, J. ve Pierskalla, C. (2011). “Impact of Past Experience on Perceived Value, Overall Satisfaction, and Destination Loyalty: A Comparison Between Visitor and Resident Attendees of a Festival”, Event Management, 15, 163-177.
  • Dick, A. S. ve Basu, K. (1994). “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, 22 (2), 99-113.
  • Forgas-Coll, S., Palau-Saumell, R., Sanchez-Garcia, J. ve Callarisa-Fiol, L. J. (2012). “Urban Destination Loyalty Drivers and Cross-National Moderator Effects: The Case of Barcelona”, Tourism Management, 33 (6), 1309-1320.
  • Hernandez, L., Solis, M. M., Moliner, M. A. ve Sanchez, J. (2006). “Tourism Destination Image, Satisfaction and Loyalty: A Study in Ixtapa-Zihuatanejo, Mexico”, Tour Geographies, 8 (4), 343-358.
  • Kayış, A. (2009), ‘SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (4. Baskı)’, Şeref Kalaycı (Ed.). Güvenilirlik Analizi (ss. 403-419). Ankara: Asil Yayın Dağıtım Ltd. Şti.
  • Kılıç, B. (2011). “Destinasyon Ziyaretçilerinin Sosyo-Demografik Özelliklerinin Sadakat Eğilimleri Üzerine Etkisi”. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26, 239-252.
  • Kim, A. K. ve Brown, G. (2012). “Understanding the Relationships Between Perceived Travel Experiences, Overall Satisfaction and Destination Loyalty”, Anatolia – An International Journal of Tourism and Hospitality Research, 23 (3), 328-347.
  • Kim, K. (2008), ‘Analysis of Structural Equation Modelfor the Student Pleasure Travel Market: Motivation, Involvement, Satisfaction, and Destination Loyalty’. Journal of Travel & Tourism Marketing, 24 (4), 297-313
  • Kozak, M., Bigne, E. ve Andreu, L. (2004). “Satisfaction and Destination Loyalty: A Comparison Between Non-Repeatand Repeat Tourists”, Journal of Quality Assurance in Hospitality & Tourism, 5 (1), 43-59.
  • Kyle, G., Graefe, A., Manning, R. ve Bacon, J. (2004), ‘Predictors of Behavioral Loyalty among Hikers along the Appalachian Trail’. Leisure Sciences, 26 (1): 99-118.
  • Lee, J., Graefe, A. R. ve Burns, R. C. (2007). “Examining the Antecedents of Destination Loyalty in a Forest Setting”, Leisure Sciences, 29, 463-481.
  • Lopez-Mosquera, N. ve Sanchez, M. (2013), ‘Direct and Indirect Effects of Received Benefits and Place Attachment in Willingness to Pay and Loyalty in Suburban Natural Areas’, Journal of Environmental Psychology, 34, 27-35.
  • McDowall, S. (2010). “International Tourist Satisfaction and Destination Loyalty: Bangkok, Thailand”, Asia Pacific Journal of Tourism Research, 15 (1), 21-42.
  • Mechinda, P. Serirat, S. ve Gulid, N. (2009). “An Examination of Tourists’ Attitudinal and Behavioral Loyalty: Comparison Between Domestic and International Tourists”, Journal of Vacation Marketing, 15 (2), 129-148.
  • Mendes, J. C., Valle P. O., Guerreiro, M. M. ve Silva, J. A. (2010). “The Tourist Experience: Exploring the Relationship Between Tourist Satisfaction and Destination Loyalty”, Tourism, 58 (2), 111-126.
  • Myagmarsuren, O. ve Chen, C-F. (2011). “Exploring Relationships Between Destination Brand Equity, Satisfaction, and Destination Loyalty: A Case Study of Mongolia”, Journal of Tourism, Hospitality & Culinary Arts, 3 (2), 81-94.
  • Oliver, R. L. (1999). “Whence Consumer Loyalty?”, Journal of Marketing, 63, 33-44.
  • Oppermann, M. (2000). “Tourism Destination Loyalty”, Journal of Travel Research, 39, 78-84.
  • Osman, H. Johns, N. ve Lugosi, P. (2014). “Commercial Hospitality in Destination Experiences: McDonald’s and Tourists’ Consumption of Space”. Tourism Management, 42, 238-247.
  • Otto, J. E. ve Ritchie, J. R. B. (1996). “The Service Experience in Tourism”. Tourism Management, 17 (3), 165-174.
  • San Martin, H. Collado, J. ve Rodriguez del Bosque, I. (2013). “An Exploration of the Effects of Past Experience and Tourist Involvement on Destination Loyalty Formation”, Current Issues in Tourism, 16 (4), 327-342.
  • Schermelleh-Engel, K, Moosbrugger, H. ve Müller, H. (2003). “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures”, Methods of Psychological Research Online, 8 (2), 23-74.
  • Seçer, İ. (2015). Spss ve Lisrel ile Pratik Veri Analizi-Analiz ve Raporlaştırma (2. Baskı). Ankara: Anı Yayıncılık.
  • Sırakaya-Türk, E., Ekinci, Y. ve Martin, D. (2015), ‘The Efficacy of Shopping Value in Predicting Destination Loyalty’, Journal of Business Research, 68, 1878-1885.
  • Su, H.-J., Cheng, K-F. ve Huang, H-H. (2011), ‘Empirical Study of Destination Loyalty and Its Antecedent: The Perspective of Place Attachment’, The Service Industries Journal, 31, (16), 2721-2739.
  • Sun, X. Chi, C. G-Q. ve Xu H. (2013). “Developing Destination Loyalty: The Case of Hainan Island”, Annals of Tourism Research, 43, 547-577.
  • Swarbrooke, J. ve Horner, S. (2007). Consumer Behaviour in Tourism (2. Baskı). Oxford: Butterworth-Heinemann.
  • Taşkın, Ç. ve Karadamar, A. A. (2016), ‘Destinasyon Marka Bağlılığı: Yabancı Turistler Üzerine Diyarbakır Kentinde Bir Araştırma’, Yönetim Bilimleri Dergisi / Journal of Administrative Sciences, 14 (28), 199-222
  • Tsai, S-P. (2012), ‘Place Attachment and Tourism Marketing: Investigating International Tourists in Singapore’, International Journal of Tourism Research, 14, 139-152.
  • Ural, A. ve Kılıç, İ. (2006), Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi(2. Baskı), Ankara: Detay Yayıncılık.
  • Valle, P.O., Silva, J. A., Mendes, J., ve Guerreiro, M. (2006). “Tourist Satisfaction and Destination Loyalty Intention: A Structural and Categorical Analysis”, International Journal of Business Science and Applied Management, 1 (1), 25-44.
  • Veasna, S., Wu, W.-Y. ve Huang, C.-H. (2013), ‘The Impact of Destination Source Credibility on Destination Satisfaction: The Mediating Effects of Destination Attachment and Destination Image’, Tourism Management, 36, 511-526.
  • Weber, K. (2001). “Association Meeting Planners’ Loyalty to Hotel Chains”, Hospitality Management, 20, 259-275.,
  • Wu, C.-W. (2016). “Destination Loyalty Modeling of the Global Tourism”, Journal of Business Research, 69, 2213-2219.
  • Yoo, M. ve Bai, B. (2013), ‘Customer Loyalty Marketing Research: A Comparative Approach Between Hospitality and Business Journals’. International Journal of Hospitality Management, 33, 166-177.
  • Yoon, Y. ve Uysal, M. (2005). “An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model”, Tourism Management, 26, 45-56.
  • Yüksel, A., Yüksel F. ve Bilim, Y. (2010), ‘Destination Attachment: Effects on Customer Satisfaction and Cognitive, Affective and Conative Loyalty’, Tourism Management, 31, 274-284.
Toplam 48 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Turizm (Diğer)
Bölüm Makaleler
Yazarlar

İlker Türkeri 0000-0002-2245-8499

Yayımlanma Tarihi 30 Ağustos 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 17 Sayı: 2

Kaynak Göster

APA Türkeri, İ. (2020). Destinasyon Deneyimi ve Sadakati Arasındaki İlişkide Destinasyon Aidiyetinin Aracı Rolü. Seyahat Ve Otel İşletmeciliği Dergisi, 17(2), 270-287. https://doi.org/10.24010/soid.779051

Seyahat ve Otel İşletmeciliği (Journal of Travel and Hotel Business) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).
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