Destinasyon Ambiyansı Turistlerin Değerlendirmelerini Nasıl Etkiler? Turist Tatmini, Sevinç ve Davranışsal Eğilimlere Yönelik Bir Araştırma

Öz

Fiziksel uyaranların, müşterileri nasıl etkilediği ile ilgili olarak literatürde önemli bir bilgi birikimi mevcuttur. Ancak, destinasyonun fiziksel bir parçası olan destinasyon ambiyansının etkileri, bütünlük içerisinde literatürde üzerinde durulmuş bir konu değildir. Bu nedenle; araştırmada destinasyon ambiyansı, sevinç, tatmin ve davranışsal eğilimler arasındaki ilişkilerin tespit edilmesi amaçlanmıştır. Antalya’da havaalanında, ülkeden çıkış yapmakta olan turistlere anket tekniğini uygulayarak 522 geçerli veri elde edilmiştir. Verilerin analiz edilmesinde kısmi en küçük kareler-yapısal eşitlik modellemesi yöntemi kullanılmıştır. Analiz sonucunda destinasyon ambiyansı hem sevinci hem de turist tatminini olumlu yönde etkilemiştir. Öte yandan sevinç ve turist tatmini davranışsal eğilimleri olumlu yönde etkilemiştir. Ayrıca destinasyon ambiyansının, davranışsal eğilimler üzerindeki toplam etkisi olumlu yöndedir ve anlamlıdır. 

Anahtar Kelimeler

• Destinasyon ambiyansı,Antalya,turist tatmini,sevinç

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