Yıl 2020, Cilt 17 , Sayı 2, Sayfalar 270 - 287 2020-08-30

Destinasyon Deneyimi ve Sadakati Arasındaki İlişkide Destinasyon Aidiyetinin Aracı Rolü
The Mediating Role of Destination Attachment on the Relation between the Destination Experience and Destination Loyalty

İ̇lker TÜRKERİ [1]


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. 

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. 

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Birincil Dil tr
Konular Otelcilik, Konaklama, Spor ve Turizm
Bölüm Makaleler
Yazarlar

Orcid: 0000-0002-2245-8499
Yazar: İ̇lker TÜRKERİ (Sorumlu Yazar)
Kurum: EUROPEAN UNIVERSITY OF LEFKE
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 30 Ağustos 2020

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