Algılanan İmaj, Unutulmaz Turizm Deneyimi ve Gelecek Davranış Niyetleri Arasındaki İlişkiler: İstanbul’u Ziyaret Eden Arap Turistler Üzerine Bir Araştırma

Öz

İstanbul’u ziyaret eden Arap turistler arasında ülke imajı, destinasyon imajı, unutulmaz turizm deneyimi ve gelecek davranış niyetleri arasındaki ilişkilerin analiz edilmesi bu araştırmanın temel amacıdır. Turizm Destinasyon İmajı (TDİ) kuramına dayalı olarak yapılandırılan araştırmada, İstanbul’da konaklayan 500 Arap turistle yapılan anketler yoluyla nicel veriler toplanmış ve Yapısal Eşitlik Modellemesi (SEM) ile hipotezler test edilmiştir. Bulgular, ülke imajının destinasyon imajını ve unutulmaz turizm deneyimini pozitif yönde etkilediğini, destinasyon imajının ise unutulmaz turizm deneyimi üzerinde anlamlı bir rol oynadığını göstermektedir. Ayrıca, unutulmaz turizm deneyiminin tekrar ziyaret, tavsiye gibi davranışsal niyetleri güçlendirdiği ve destinasyon imajının, ülke imajı ile unutulmaz turizm deneyimi arasındaki ilişkide aracı bir rol oynadığı tespit edilmiştir. Teorik olarak çalışma, çok düzeyli imaj ve deneyim ilişkilerini kültürlerarası bir bağlamda modelleyerek TDİ kuramına katkı sağlamaktadır. Pratik açıdan ise bulgular, ülke ve destinasyon imajının güçlendirilmesi ve Arap turist pazarında uzun vadeli sadakat yaratılması için unutulmaz deneyimler tasarlanmasının önemini vurgulamaktadır. Araştırmanın özgünlüğü, imaj ve deneyim bileşenlerini bütüncül biçimde ele alması ve uygulamaya yönelik somut öneriler geliştirmesinden kaynaklanmaktadır.

Anahtar Kelimeler

• ülke imajı
• destinasyon imajı
• unutulmaz turizm deneyimi
• gelecek davranış niyetleri

The Relationships between Perceived Image, Memorable Tourism Experience, and Future Behavioral Intentions: A Study on Arab Tourists Visiting Istanbul

Öz

The main purpose of this research is to analyze the relationships between country image, destination image, memorable tourism experience, and future behavioral intentions among Arab tourists visiting Istanbul. In the research structured based on the Tourism Destination Image (TDI) theory, quantitative data were collected through surveys conducted with 500 Arab tourists staying in Istanbul, and hypotheses were tested using Structural Equation Modeling (SEM). The findings indicate that the country image positively affects the destination image and memorable tourism experience, while the destination image plays a significant role in the memorable experience. Additionally, it has been determined that memorable tourism experiences strengthen behavioral intentions such as revisiting and recommending, and that the destination image plays a mediating role in the relationship between country image and experience. Theoretically, the study contributes to the theory of TDI by modeling the multi-level relationships between image and experience in an intercultural context. From a practical perspective, the findings emphasize the importance of designing memorable experiences to strengthen the country and destination image and create long-term loyalty in the Arab tourist market. The originality of the research stems from its holistic approach to the image and experience components and the development of concrete recommendations for practical application.

Anahtar Kelimeler

• country image
• destination image
• memorable tourism experience
• future behavioral intentions

Kaynakça

1. Agapito, D., Oom do Valle, P., & da Costa Mendes, J. (2013). The cognitive-affective conative model of destination image:A confirmatory analysis. Journal of Travel & Tourism Marketing, 30, 471-481. https://doi.org/10.1080/10548408.2013.803393
2. Akhshik, A., Rezapouraghdam, H., Ozturen, A., & Ramkissoon, H. (2022). Memorable tourism experiences and critical outcomes among nature-based visitors: A fuzzy-set qualitative comparative analysis approach. Current Issues in Tourism, 26(18), 2981-3003. https://doi.org/10.1080/13683500.2022.2106196
3. Al-Ansi, A., Olya, H. G. T., & Han, H. (2019). Effect of general risk on trust, satisfaction, and recommendation intention for halal food. International Journal of Hospitality Management, 83, 210-219. doi:10.1016/j.ijhm.2018.10.017
4. Brislin, R.W. (1976). Comparative research methodology: Cross-cultural studies. International Journal of Psychology, 11(3), 215-229.
5. Cham, T.H., Cheah, J.H., Ting, H., & Memon, M. A. (2021). Will destination image drive the intention to revisit and recommend? Empirical evidence from golf tourism. International Journal of Sports Marketing and Sponsorship, 23(2), 385-409. doi: 10.1108/IJSMS-02-2021-0040
6. Chen, C.C., Chung, J.Y., Gao, J., & Lin, Y.H. (2017). Destination familiarity and favorability in a country-image context: Examining Taiwanese travelers’ perceptions of China. Journal of Travel & Tourism Marketing, 34(9), 1211-1223. doi:10.1080/10548408.2017.1330172
7. Chen, X., & Cheng, Z.F. (2023). The impact of environment-friendly short videos on consumers’ low-carbon tourism behavioral intention: A communicative ecology theory perspective. Frontiers in Psychology, 14, 1-14. https://doi.org/10.3389/fpsyg.2023.1137716
8. Cheng, T.M., & Lu, C. C. (2013). Destination image, novelty, hedonics, perceived value, and revisiting behavioral intention for island tourism. Asia Pacific Journal of Tourism Research, 18(7), 766-783. https://doi.org/10.1080/10941665.2012.697906

9. Chin, W.W. (1998). The partial least squares approach for structural equation modelling. In G.A. Marcoulides (Ed.), Modern methods for business research (pp. 295-336). Lawrence Erlbaum Associates Publishers.
10. Cho, N., Kang, Y., Yoon, J., Park, S., & Kim, J. (2021). Classifying tourists’ photos and exploring tourism destination image using a deep learning model. Journal of Quality Assurance in Hospitality & Tourism, 23(6), 1480-1508. https://doi.org/10.1080/1528008X.2021.1995567
11. Chung, J.Y., & Chen, C. C. (2018). The impact of country and destination images on destination loyalty: a construal-level-theory perspective. Asia Pacific Journal of Tourism Research, 23(1), 56-67. https://doi.org/10.1080/10941665.2017.1399917
12. Cifci, I. (2021). Testing self-congruity theory in Bektashi faith destinations: The roles of memorable tourism experience and destination attachment. Journal of Vacation Marketing, 28(1), 3-19. https://doi.org/10.1177/13567667211011758
13. Cohen, J. (1992). Quantitative methods in psychology: A power primer. Psychological Bulletin, 112(1), 155-159. https://doi.org/10.1037/0033-2909.112.1.155
14. Culic, M., Vujičić, M. D., Kalinić, Č., Dunjić, M., Stankov, U., Kovačić, S., Vasiljević, Đ. A., & Anđelković, Ž. (2021). Rookie tourism destinations—the effects of attractiveness factors on destination image and revisit intention with the satisfaction mediation effect. Sustainability, 13(11), 5780. https://doi.org/10.3390/su13115780
15. Dagustani, D., Kartini, D., Oesman, Y.M., & Kaltum, U. (2017). Memorable tourism experience. antecedents and destination image outcome in Indonesia. Journal of Environmental Management and Tourism, 8(8), 1482-1493. https://doi.org/10.14505/jemt.v8.8(24).04.
16. Ding, G., & Wu, J. (2022). Influence of tourism safety perception on destination image: A case study of Xinjiang, China. Sustainability, 14(3), 1663. https://doi.org/10.3390/su14031663
17. Doğan, D. (2019). SmartPLS ile veri analizi. Zet Yayınları.
18. Dyk, A. V., Tkaczynski, A., & Slabbert, E. (2019). Repeat tourism, destination image and behavioural intentions: implications for sustainable development in South Africa. Tourism Recreation Research, 44(3), 392-398. https://doi.org/10.1080/02508281.2019.1637610
19. Faul, F., Erdfelder, E., Lang, A.-G., & Buchner, A. (2007). GPower 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175–191. https://doi.org/10.3758/BF03193146
20. Fuller, C.M., Simmering, M.J., Atinc, G., Atinc, Y., & Babin, B.J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192–3198.
21. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
22. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. doi:10.2753/MTP1069-6679190202
23. Hakala, U., Lemmetyinen, A., & Kantola, S.P. (2013). Country image as a nation‐branding tool. Marketing Intelligence & Planning, 31(5), 538-556. doi: 10.1108/MIP-04-2013-0060
24. Hallmann, K., Zehrer, A., & Müller, S. (2015). Perceived destination image: An image model for a winter sports destination and its effect on intention to revisit. Journal of Travel Research, 54(1), 94-106. doi: 10.1177/0047287513513161
25. Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the Academy of Marketing Science, 43(1), 115-135.
26. Hernández-Lobato, L., Solis-Radilla, M. M., Moliner‐Tena, M.A., & Sánchez-García, J. (2006). Tourism destination image, satisfaction and loyalty: A study in Ixtapa-Zihuatanejo, Mexico. Tourism Geographies, 8(4), 343-358. https://doi.org/10.1080/14616680600922039
27. Horng, J.S., & Hsu, H. (2021). Esthetic dining experience: The relations among aesthetic stimulation, pleasantness, memorable experience, and behavioral intentions. Journal of Hospitality Marketing & Management, 30(4), 419-437. https://doi.org/10.1080/19368623.2021.1859425
28. Huang, S., & Hsu, C. H. C. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44. doi:10.1177/0047287508328793
29. Iordanova, E., & Stylidis, D. (2019). International and domestic tourists’ “a priori” and “in situ” image differences and the impact of direct destination experience on destination image: The case of Linz, Austria. Current Issues in Tourism, 22(8), 982-1005. https://doi.org/10.1080/13683500.2017.1346588
30. Jin, B.E., Kim, N.L., Yang, H., & Jung, M. (2019). Effect of country image and materialism on the quality evaluation of Korean products. Asia Pacific Journal of Marketing and Logistics, 32(2), 386-405. Doi: 10.1108/APJML-11-2018-0456
31. Kaur, A., Chauhan, A., & Medury, Y. (2016). Destination image of Indian tourism destinations. Asia Pacific Journal of Marketing and Logistics, 28(3), 499-524. doi: 10.1108/APJML-05-2015-0074
32. Kim, J.H., & Ritchie, J.R.B. (2014). Cross-cultural validation of a memorable tourism experience scale (MTES). Journal of Travel Research, 53(3), 323-335. doi: 10.1177/0047287513496468
33. Kim, J.H., Ritchie, J.R.B., & Tung, V.W.S. (2010). The effect of memorable experience on behavioral intentions in tourism: A structural equation modeling approach. Tourism Analysis, 15(6), 637-648. https://doi.org/10.3727/108354210X12904412049776
34. Kim, J. H. (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856-870. doi:10.1177/0047287517721369
35. Kim, S., & Yoon, Y. (2003). The hierarchical effects of affective and cognitive components on tourism destination image. Journal of Travel & Tourism Marketing, 14(2), 1-22. https://doi.org/10.1300/J073v14n02_01
36. Kucukergin, K.G., & Gurlek, M. (2020). “What if this is my last chance?”: Developing a last chance tourism motivation model. Journal of Destination Marketing & Management, 18, 100491. https://doi.org/10.1016/j.jdmm.2020.100491
37. Kutner, M. H., Nachtsheim, C. J., Neter, J., & Li, W. (2005). Applied linear statistical models (5th ed.). McGraw-Hill Irwin.
38. Kyriakaki, A., & Kleinaki, M. (2021). Planning a sustainable tourism destination focusing on tourists’ expectations, perceptions and experiences. GeoJournal of Tourism and Geosites, 40(1), 225-231. doi:10.30892/gtg.40127-823
39. Lai, K., & Li, X. (2016). Tourism destination image: Conceptual problems and definitional solutions. Journal of Travel Research, 55(8), 1065-1080. doi: 10.1177/0047287515619693
40. Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. doi: 10.1108/02651330510581190
41. Lascu, D.N., Ahmed, Z.U., Ahmed, I., & Min, T.H. (2020). Dynamics of country image: Evidence from Malaysia. Asia Pacific Journal of Marketing and Logistics, 32(8), 1675-1697. https://doi.org/10.1108/APJML-04-2019-0241.
42. Lee, S. W., & Xue, K. (2020). A model of destination loyalty: integrating destination image and sustainable tourism. Asia Pacific Journal of Tourism Research, 25(4), 393-408. https://doi.org/10.1080/10941665.2020.1713185
43. Martínez, S. C., & Alvarez, M. D. (2010). Country versus destination image in a developing country. Journal of Travel & Tourism Marketing, 27(7), 748-764. https://doi.org/10.1080/10548408.2010.519680
44. Melón, M.P.A., Fandos-Herrera, C., & Sarasa, R. G. (2021). Analysis of antecedents and consequences of memorable tourist experiences (MTEs): A Spanish case study. Journal of Vacation Marketing, 27(3), 346-360. https://doi.org/10.1177/1356766720987879
45. Nisco, A. D., Mainolfi, G., Marino, V., & Napolitano, M. R. (2015). Tourism satisfaction effect on general country image, destination image, and post-visit intentions. Journal of Vacation Marketing, 21(4), 305-317. https://doi.org/10.1177/1356766715577502
46. O’Leary, S., & Deegan, J. (2005). Ireland’s image as a tourism destination in France: Attribute importance and performance. Journal of Travel Research, 43(3), 247- 256. https://doi.org/10.1177/0047287504272025
47. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879
48. Qian, L., Zheng, C., Wang, J., Sánchez, M. D. L. A. P., López, E.P., & Li, H. (2021). Dark tourism destinations: The relationships between tourists’ on-site experience, destination image and behavioural intention. Tourism Review, 77(2), 607-621. DOI 10.1108/TR-08-2020-0360
49. Rasoolimanesh, S.M., Seyfi, S., Rather, R.A., & Hall, C.M. (2021). Investigating the mediating role of visitor satisfaction in the relationship between memorable tourism experiences and behavioral intentions in heritage tourism context. Tourism Review, 77(2), 687-709. DOI 10.1108/TR-02-2021-0086
50. Ringle, C. M., Da Silva, D., & Bido, D. (2015). Structural equation modeling with the SmartPLS. Brazilian Journal of Marketing, 13(2), 56-73.
51. Shafiee, M. M., Foroudi, P., & Tabaeeian, R. A. (2021). Memorable experience, tourist-destination identification and destination love. International Journal of Tourism Cities, 7(3), 799-817. doi: 10.1108/IJTC-09-2020-0176
52. Shehab, E., Som, A. P. M., & Qassem, A. A. (2023). Destination image and tourist retention in Jerusalem. Planning Malaysia, 21(1), 203-214.
53. Stepchenkova, S., & Mills, J.E. (2010). Destination image: A meta-analysis of 2000–2007 research. Journal of Hospitality Marketing & Management, 19(6), 575-609. https://doi.org/10.1080/19368623.2010.493071
54. Sthapit, E., & Coudounaris, D. N. (2018). Memorable tourism experiences: antecedents and outcomes. Scandinavian Journal of Hospitality and Tourism, 18(1), 72-94. https://doi.org/10.1080/15022250.2017.1287003
55. Tasci, A.D.A, Gartner, W.C., & Cavusgil, S. T. (2007). Conceptualization and operationalization of destination image. Journal of Hospitality & Tourism Research, 31(2), 194-223. https://doi.org/10.1177/1096348006297290
56. Tasci, A.D.A., & Gartner, W.C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425. https://doi.org/10.1177/0047287507299569
57. Tsai, C.T. (2016). Memorable tourist experiences and place attachment when consuming local food. International Journal of Tourism Research, 18(6), 536-548. https://doi.org/10.1002/jtr.2070
58. Usakli, A., & Kucukergin, K. G. (2018). Using partial least squares structural equation modeling in hospitality and tourism: Do researchers follow practical guidelines? International Journal of Contemporary Hospitality Management, 30(11), 3462-3512. https://doi.org/10.1108/IJCHM-11-2017-0753.
59. Wong, K.K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
60. Yasin, N. M., Noor, M. N. M., & Mohamad, O. (2007). Does image of country‐of‐origin matter to brand equity? Journal of Product & Brand Management, 16(1), 38-48. doi: 10.1108/10610420710731142
61. Ye, S., Wei, W., Wen, J., Ying, T., & Tan, X. (2020). Creating memorable experience in rural tourism: A comparison between domestic and outbound tourists. Journal of Travel Research, 60(7), 1527-1542. https://doi.org/10.1177/0047287520951641
62. Yıldız, E. (2020). SmartPLS ile yapısal eşitlik modellemesi. Seçkin Yayıncılık.
63. Yuan, F., & Vui, C. N. (2023). The influence of destination image on tourists' behavioural intentions: Explore how tourists' perceptions of a destination affect their intentions to visit, revisit, or recommend it to others. Journal of Advanced Zoology, 44(6), 1391-1397. https://doi.org/10.17762/jaz.v44iS6.2471
64. Zhang, H., Xu, F., Leung, H. H., & Cai, L. A. (2016). The influence of destination-country image on prospective tourists’ visit intention: Testing three competing models. Asia Pacific Journal of Tourism Research, 21(7), 811-835. https://doi.org/10.1080/10941665.2015.1075566
65. Zhang, J., Wu, B., Morrison, A.M., Tseng, C., & Chen, Y. C. (2018). How country image affects tourists’ destination evaluations: A moderated mediation approach. Journal of Hospitality & Tourism Research, 42(6), 904-930. https://doi.org/10.1177/1096348016640584
66. Zhou, X., Wong, J.W.C., & Wang, S. (2022). Memorable tourism experiences in red tourism: The case of Jiangxi, China. Frontiers in Psychology, 13, 899144. doi: 10.3389/fpsyg.2022.899144