Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği

Hande Kandur Arslan; Gülay Keskin

TR EN

Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği

Öz

Bu çalışma, Gökçeada bağlamında algılanan kalite, unutulmaz turizm deneyimi ve destinasyon marka sadakati arasındaki ilişkileri incelemektedir. Ayrıca, algılanan kalitenin destinasyon marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracılık rolünü belirlemeyi amaçlamaktadır. Araştırmanın evrenini, Gökçeada’yı en az bir kez ziyaret etmiş yerli turistler oluşturmaktadır. Veriler, Eylül–Kasım 2024 tarihleri arasında kolayda örnekleme yöntemiyle seçilen 208 yerli turistten yüz yüze anket yoluyla toplanmış ve önerilen model PLS-SEM yöntemiyle test edilmiştir. Araştırma sonuçları, algılanan kalitenin hem unutulmaz turizm deneyimini hem de destinasyon marka sadakatini pozitif yönde etkilediğini, ayrıca unutulmaz turizm deneyiminin marka sadakati üzerinde anlamlı ve pozitif bir etkiye sahip olduğunu göstermektedir. Aracılık analizi, unutulmaz turizm deneyiminin algılanan kalite ile destinasyon marka sadakati arasındaki ilişkide kısmi aracılık rolü üstlendiğini göstermiştir. Bu sonuç, destinasyon marka sadakatinin oluşumunda algılanan kalitenin yanı sıra unutulmaz turizm deneyimin de önemli olduğunu ortaya koymaktadır. Ayrıca çalışma, bu ilişkileri Gökçeada örneğinde bütüncül bir modelle inceleyerek destinasyon markalaşması literatürüne ampirik katkı sağlamaktadır.

Anahtar Kelimeler

Unutulmaz turizm deneyimi, Marka sadakati, Yapısal eşitlik modellemesi

The mediating role of memorable tourism experience in the effect of perceived quality on brand loyalty: The case of Gökçeada

Öz

This study examines the relationships among perceived quality, memorable tourism experience, and destination brand loyalty in the context of Gökçeada. It also aims to determine the mediating role of memorable tourism experience in the effect of perceived quality on destination brand loyalty. The population of the study consists of domestic tourists who have visited Gökçeada at least once. Data were collected through face-to-face surveys from 208 domestic tourists selected using convenience sampling between September and November 2024, and the proposed model was tested using the PLS-SEM approach.The findings reveal that perceived quality positively affects both memorable tourism experience and destination brand loyalty. In addition, memorable tourism experience has a significant and positive effect on destination brand loyalty. The mediation analysis revealed that memorable tourism experience plays a partial mediating role in the relationship between perceived quality and destination brand loyalty. This finding indicates that, in addition to perceived quality, memorable tourism experiences are also important in fostering destination brand loyalty. Furthermore, by examining these relationships through a holistic model in the context of Gökçeada, the study provides an empirical contribution to the destination branding literature.

Anahtar Kelimeler

Memorable tourism experience, Brand loyalty, Structural equation modeling

Kaynakça

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Ali, F., Hussain, K. ve Ragavan, N. A. (2014). Memorable customer experience: Examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. Procedia-Social and Behavioral Sciences, 144, 273-279. https://doi.org/10.1016/j.sbspro.2014.07.296
Ali, F., Ryu, K. ve Hussain, K. (2016). Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing, 33(1), 85–100. https://doi.org/10.1080/10548408.2015.1038418
Almeida-Santana, A. ve Moreno-Gil, S. (2018). Understanding tourism loyalty: Horizontal vs. destination loyalty. Tourism Management, 65, 245–255. https://doi.org/10.1016/j.tourman.2017.10.011
Anderson, J. C., Anderson, J. C., Gerbing ve D. W. (1988) Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
Baker, D. A. ve Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. http://dx.doi.org/10.1016/S0160-7383(99)00108-5
Barclay, D. W., Thompson, R. ve Higgins, C. (1995). The partial least squares (pls) approach to causal modeling: Personal computer use as an illustration. Technology Studies, 2(2), 285–309.
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370. https://doi.org/10.2307/3250921
Buhalis, D. ve Costa, C. (Eds.). (2006). Tourism management dynamics: Trends, management and tools. Oxford: Butterworth-Heinemann.
Cavalcante, W. Q. F., Coelho, A. ve Maia Bairrada, C. (2025). Unforgettable destinations: how perceived sustainability impacts image, memory and the intention to revisit through mediating role of destination brand personality. International Journal of Hospitality and Tourism Administration, 1-25. https://doi.org/10.1080/15256480.2025.2521777

Chandralal, L., Rindfleish, J. ve Valenzuela, F. (2015). An application of travel blog narratives to explore memorable tourism experiences. Asia Pacific Tourism Association, 20, 680–693. https://doi.org/10.1080/10941665.2014.925944
Chen, C. F. ve Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35. http://dx.doi.org/10.1016/j.tourman.2009.02.008
Chen, H. ve Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26, 153–163. https://doi.org/10.1016/j.tmp.2017.10.006
Chen, H. ve Rahman, I. (2018). Cultural tourism: an analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26, 153–163. https://doi.org/10.1016/j.tmp.2017.10.006
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In Modern Methods For Business Research (1st ed., pp. 295-336). Psychology Press.
Coelho, M. de F., Gosling, M. de S. ve Almeida, A. S. A. de. (2018). Tourism experiences: Core processes of memorable trips. Journal of Hospitality and Tourism Management, 37, 11–22. https://doi.org/10.1016/j.jhtm.2018.08.004
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Erlbaum.
Coltman, T., Devinney, T. M., Midgley, D. F. ve Venaik, S. (2008). Formative versus reflective measurement models: Two applications of formative measurement. Journal of Business Research, 61(12), 1250-1262. https://doi.org/10.1016/j.jbusres.2008.01.013
Cretu, A. E. ve Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240. https://doi.org/10.1016/j.indmarman.2005.08.013
Dewi, R. K. ve Gustiawan, W. (2025). What makes a trip unforgettable? Investigating the role of memorable tourism experiences on visitor loyalty in Padang. Global Review of Tourism and Social Sciences, 1(3), 192-202. https://doi.org/10.53893/grtss.v1i3.396
Dölarslan, E. Ş. (2018). Marka inovatifliği, algılanan kalite ve marka sadakati arasındaki ilişki. Uluslararası Turizm Ekonomi ve İşletme Bilimleri Dergisi, 2(2), 86-96.
Elalfy, R. M., Elgazzar, A., El-Ashry, Y. Y. ve Elsharnouby, M. H. (2025). The destination and local brand equity role in shaping tourist’s loyalty: The moderated mediation effect of age and number of visits. Future Business Journal, 11(1), 1–13. https://doi.org/10.1186/s43093-025-00489-8
Faul, F., Erdfelder, E., Buchner, A. ve Lang, A.-G. (2009). Statistical power analyses using G*power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160. http://dx.doi.org/10.3758/BRM.41.4.1149
Ferns, B. H. ve Walls, A. R. (2012). Enduring travel involvement, destination brand equity, and travelers’ choice behavior: A test of a structural model. Journal of Travel Research, 51(5), 564–578. https://doi.org/10.1016/j.jdmm.2012.07.002
Gao, J., Zhang, C., Wang, Y. ve Li, X. (2024). Tourist-to-tourist interaction quality and tourist loyalty: The mediating role of basic psychological need satisfaction. PLOS ONE, 19(1), 1-20. https://doi.org/10.1371/journal.pone.0296944
Ghorbanzadeh, D. (2024a). City brand love: Destination attractiveness and memorable tourism city experiences. Tourism Review, 79(3), 703-718. https://doi.org/10.1108/TR-01-2023-0016
Ghorbanzadeh, D. (2024b). The effect of memorable tourism experiences on destination brand loyalty: The mediating role of tourist satisfaction. Journal of Destination Marketing & Management, 31, Article 100892. https://doi.org/10.1108/TR-01-2023-0016
Gudergan, S. P., Ringle, C. M., Wende, S. ve Will, A. (2008). Confirmatory tetrad analysis in pls path modeling. Journal of Business Research, 61(12), 1238-1249. https://doi.org/10.1016/j.jbusres.2008.01.012
Guleria, A., Adil, M., Joshi, R. ve Vaidya, Y. (2026). Examining the influence of memorable wellness tourism experiences on destination brand equity: the mediating role of place attachment. International Journal of Spa and Wellness, 9(1), 1-22. https://doi.org/10.1080/24721735.2026.2615550
Guleria, A., Joshi, R. ve Adil, M. (2024). Impact of memorable tourism experiences on tourists’ storytelling intentions: An empirical investigation. International Journal of Tourism Cities, 10(1), 280-301. https://doi.org/10.1108/IJTC-07-2023-0135
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P. ve Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M. ve Sarstedt, M. (2017). A primer on partial least squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Los Angeles: Sage
Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hemmington, N. (2007). From service to experience: Understanding and defining the hospitality business. The Service Industries Journal, 27(6), 747–755. https://doi.org/10.1080/02642060701453221
Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. ve Sinkovics, R. (2009). The use of partial least squares path modeling in International Marketing. Advance in International Marketing, 20, 277-319. http://dx.doi.org/10.1108/S1474-7979(2009)0000020014
Hosany, S., Sthapit, E. ve Björk, P. (2022). Memorable tourism experience: A review and research agenda. Psychology & Marketing, 39(8), 1467-1486. https://doi.org/10.1002/mar.21665
Hosany, S. ve Gilbert, D. (2010). Measuring tourists’ emotional experiences toward hedonic holiday destinations. Journal of Travel Research, 49(4), 513–526. https://doi.org/10.1177/0047287509349
Im, H. H., Kim, S. S., Elliot, S. ve Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29(4), 385-403. https://doi.org/10.1080/10548408.2012.674884
Jeong, Y. ve Kim, S. (2020). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940-960. https://doi.org/10.1108/APJML-02-2019-0101
Jöreskog, K.G. (1971). Simultaneous factor analysis in several populations. Psychometrika, 36(4), 409-426. https://doi.org/10.1007/BF02291366
Kırtıl, İ. G. (2019). Unutulmaz turizm deneyimi, destinasyon marka kişiliği, destinasyon aidiyeti, tatmin ve davranışsal niyet ilişkisi: Antalya örneği (Tez No. 582133) [Yüksek lisans tezi, Akdeniz Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi.
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. https://doi.org/10.1177/0047287517721369
Kim, J. H. (2014). The antecedents of memorable tourism experiences: The development of a scale. Tourism Management, 44, 34–45. https://doi.org/10.1016/j.tourman.2014.02.007
Kim, J. H., Ritchie, J. B. ve 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. https://doi.org/10.3727/108354210X12904412049776
Kim, J. H., Ritchie, J. R. B. ve McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12–25. https://doi.org/10.1177/0047287510385467
Konecnik, M. ve Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400–421. https://doi.org/10.1016/j.annals.2006.10.005
Krejcie, R. V. ve Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610. https://doi.org/10.1177/001316447003000308
Li, C., Lv, X. ve Scott, M. (2023). Understanding the dynamics of destination loyalty: A longitudinal investigation into the drivers of revisit intentions. Current Issues in Tourism, 26(2), 323-340. https://doi.org/10.1080/13683500.2021.2012433
Manthiou, A., Kang, J. ve Chiang, L. (2016). Investigating the effects of memorable ex- periences: An extended model of script theory. Journal of Travel & Tourism Marketing, 33(3), 362–379. https://doi.org/10.1080/10548408.2015.1064055
Memon, M. A., Ting, H., Cheah, J. H., Thurasamy, R., Chuah, F. ve Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), 1-10. https://doi.org/10.47263/JASEM.4(2)01
Monica, Y. ve Rodhiah, R. (2025). The effect of service quality, destination image, and memorable experience on revisit intention of Campx Jatiluhur. International Journal of Economics, Business and Accounting Research (IJEBAR), 9(1), 1-10.
Morgan, R. M. ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D. ve Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209–224. https://doi.org/10.1016/S0148-2963(01)00303-4
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill.
Oliver, R.L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25-48.
Pappu, R., Quester, P. G. ve Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement–empirical evidence. Journal of Product & Brand Management, 14(3), 143–154. https://doi.org/10.1108/10610420510601012
Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management, 14(4), 258–259. https://doi.org/10.1108/10610420510609267
Pike, S., Bianchi, C., Kerr, G. ve Patti, C. (2010). Consumer-based brand equity for australia as a long-haul tourism destination in an emerging market. International Marketing Review, 27(4), 434–449. https://doi.org/10.1108/02651331011058590
Pine, B. J. ve Gilmore, J. H. (1999). The Experience Economy: Work is Theatre & Every Business A Stage. Harvard Business Press.
Pizam, A. ve Sussmann, S. (1995). Does nationality affect tourist behavior? Annals of Tourism Research, 22(4), 901–917. https://doi.org/10.1016/0160-7383(95)00023-5
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. ve 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
Polyakova, O., Karagiorgos, T., Konstantinidis, K., Ntovoli, A. ve Alexandris, K. (2025). Can event service quality predict memorable tourism experience in the context of a participatory recurring sport event? The case of oceanman international. Event Management, 29(2), 185-202. https://doi.org/10.3727/152599524X17229013810266
Prayag, G. (2009). Tourists’ evaluations of destination image, satisfaction, and future behavioral intentions—the case of Mauritius. Journal of Travel & Tourism Marketing, 26(8), 836–853. https://doi.org/10.1080/10548400903358729
Prayag, G., Hosany, S., Muskat, B. ve Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41–54. https://doi.org/10.1177/0047287515620567
Preacher, K. J. ve Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36(4), 717–731. https://doi.org/10.3758/BF03206553
Priyo, J. S., Mohamad, B. ve Adetunji, R. R. (2019). An examination of the effects of service quality and customer satisfaction on customer loyalty in the hotel industry. International Journal of Supply Chain Management, 8(1), 653-663. https://doi.org/10.59160/ijscm.v8i1.2807
Quadri-Felitti, D. ve Fiore, A. M. (2013). Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions. Tourism and Hospitality Research, 13(1), 47–62. https://doi.org/10.1177/1467358413510017
Radomir, L. ve Moisescu, O. I. (2019). Discriminant validity of the customer-based corporate reputation scale: Some causes for concern. Journal of Product & Brand Management, 29(4), 457–469. https://doi.org/10.1108/JPBM-11-2018-2115
Rajaratnam, S. D., Nair, V., Pahlevan Sharif, S. ve Munikrishnan, U. T. (2015). Destination quality and tourists' behavioural intentions: Rural tourist destinations in Malaysia. Worldwide Hospitality and Tourism Themes, 7(5), 463–472. https://doi.org/10.1108/WHATT-06-2015-0026
Rasoolimanesh, S. M., Seyfi, S., Hall, C. M. ve Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management, 21, 1-14. https://doi.org/10.1016/j.jdmm.2021.100621
Rather, R. A. ve Hollebeek, L. D. (2021). Customers' service-related engagement, experience, and behavioral intentions: The moderating role of age. Journal of Retailing and Consumer Services, 60, 1-10. https://doi.org/10.1016/j.jretconser.2021.102453
Reinartz, W., Haenlein, M. ve Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. International Journal of Research in Marketing, 26 (2009), 332–344. https://doi.org/10.1016/j.ijresmar.2009.08.001
Ryan, C. (2020). Refereeing articles including SEM–what should referees look for?. Tourism Critiques: Practice and Theory, 1(1), 47-61. https://doi.org/10.1108/TRC-03-2020-0002
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3): 53-67. https://doi.org/10.1362/026725799784870496
Scholtz, S. E. (2021). Sacrifice is a step beyond convenience: A review of convenience sampling in psychological research in Africa. SA Journal of Industrial Psychology, 47(1), 1-12. https://doi.org/10.4102/sajip.v47i0.1837
Sharma, P. ve Nayak, J. K. (2019). Understanding memorable tourism experiences as the determinants of tourists’ behaviour. International Journal of Tourism Research, 21(4), 504–518. https://doi.org/10.1002/jtr.2278
Sihombing, S. O., Antonio, F., Sijabat, R. ve Bernarto, I. (2024). The role of tourist experience in shaping memorable tourism experiences and behavioral intentions. International Journal of Sustainable Development & Planning, 19(4), 1319-1335. https://doi.org/10.18280/ijsdp.190410
Stavrianea, A. ve Kamenidou, I. (2022). Memorable tourism experiences, destination ımage, satisfaction, and loyalty: An empirical study of santorini island. EuroMed Journal of Business, 17(1), 1-20. https://doi.org/10.1108/EMJB-10-2020-0106
Sthapit, E. ve 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
Subhaktiyasa, P. G. (2024). PLS-SEM for multivariate analysis: A practical guide to educational research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353-365. https://doi.org/10.35877/454RI.eduline2861
Suhartanto, D., Dean, D., Wibisono, N., Astor, Y., Muflih, M., Kartikasari, A., Sutrisno, R. ve Hardiyanto, N. (2020). Tourist experience in halal tourism: What leads to loyalty? Current Issues in Tourism, 24(14), 1976–1990. https://doi.org/10.1080/13683500.2020.1813092
Tabaeeian, R. A., Yazdi, A., Mokhtari, N. ve Khoshfetrat, A. (2023). Host-tourist ınteraction, revisit intention and memorable tourism experience through relationship quality and perceived service quality in ecotourism. Journal of Ecotourism, 22(3), 406-429. https://doi.org/10.1080/14724049.2022.2046759
Tiwari, A. V., Bajpai, N. ve Pandey, P. K. (2023). The role of human emotions in memorable tourism experience and revisit intention. Tourism & Management Studies, 19(1), 15–27. https://doi.org/10.18089/tms.2023.190102
Tosun, C., Dedeoğlu, B. B. ve Fyall, A. (2015). Destination service quality, affective image and revisit intention: The moderating role of past experience. Journal of Destination Marketing & Management, 4(4), 222–234. https://doi.org/10.1016/j.jdmm.2015.08.002
Tran, V. T. ve Kim, H. S. (2021). Linking self‑congruity, perceived quality and satisfaction to brand loyalty in a tourism destination: The moderating role of visit frequency. Tourism Review, 76(3), 699–714. https://doi.org/10.1108/TR-04-2020-0143
Tung, V. W. S. ve Ritchie, J. R. B. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4), 1367–1386. https://doi.org/10.1016/j.annals.2011.03.009
Vinh, T. T. ve Phuong, T. T. K. (2017). Examining the interrelationships among destination brand image, destination perceived quality, tourist satisfaction and tourist loyalty: Evidence from Danang City, Vietnam. International Journal of Tourism Policy, 7(4), 352-374. https://doi.org/10.1504/IJTP.2017.088299
Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
Yıldırır, S. C. (2021). Algılanan kalite ve marka güveninin, marka sadakati üzerindeki etkisinde referans grubun aracılık rolü. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, 2(2), 98-109. https://doi.org/10.54439/gupayad.1001556
Yıldız, E. (2020). SmartPLS ile yapısal eşitlik modellemesi reflektif ve formatif yapılar. (1. baskı). Seçkin Yayıncılık.
Zhang, H., Wu, Y. ve Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326–336. https://doi.org/10.1016/j.jdmm.2017.06.004
Zhao, X., Lynch Jr, J. G. ve Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206. https://doi.org/10.1086/651257
Zhou, Q., Pu, Y. ve Su, C. (2023). The mediating roles of memorable tourism experiences and destination image in the correlation between cultural heritage rejuvenation experience quality and revisiting intention. Asia Pacific Journal of Marketing and Logistics, 35(6), 1313-1329. https://doi.org/10.1108/APJML-11-2021-0829

Ayrıntılar

Birincil Dil

Türkçe

Konular

Ürün ve Marka Yönetimi

Bölüm

Araştırma Makalesi

Yazarlar

Hande Kandur Arslan ^*
0000-0002-4538-6299
Türkiye

Gülay Keskin
0000-0003-2706-8868
Türkiye

Yayımlanma Tarihi

26 Haziran 2026

Gönderilme Tarihi

3 Aralık 2025

Kabul Tarihi

9 Haziran 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 15 Sayı: 1

IZ

https://izlik.org/JA93KL44HB

APA

Kandur Arslan, H., & Keskin, G. (2026). Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği. Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi, 15(1), 94-112. https://izlik.org/JA93KL44HB

AMA

1.Kandur Arslan H, Keskin G. Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği. TİFE. 2026;15(1):94-112. https://izlik.org/JA93KL44HB

Chicago

Kandur Arslan, Hande, ve Gülay Keskin. 2026. “Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği”. Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi 15 (1): 94-112. https://izlik.org/JA93KL44HB.

EndNote

Kandur Arslan H, Keskin G (01 Haziran 2026) Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği. Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi 15 1 94–112.

IEEE

[1]H. Kandur Arslan ve G. Keskin, “Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği”, TİFE, c. 15, sy 1, ss. 94–112, Haz. 2026, [çevrimiçi]. Erişim adresi: https://izlik.org/JA93KL44HB

ISNAD

Kandur Arslan, Hande - Keskin, Gülay. “Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği”. Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi 15/1 (01 Haziran 2026): 94-112. https://izlik.org/JA93KL44HB.

JAMA

1.Kandur Arslan H, Keskin G. Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği. TİFE. 2026;15:94–112.

MLA

Kandur Arslan, Hande, ve Gülay Keskin. “Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği”. Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi, c. 15, sy 1, Haziran 2026, ss. 94-112, https://izlik.org/JA93KL44HB.

Vancouver

1.Hande Kandur Arslan, Gülay Keskin. Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği. TİFE [Internet]. 01 Haziran 2026;15(1):94-112. Erişim adresi: https://izlik.org/JA93KL44HB

download?token=eyJhdXRoX3JvbGVzIjpbXSwiZW5kcG9pbnQiOiJqb3VybmFsIiwib3JpZ2luYWxuYW1lIjoiU2NyZWVuc2hvdF8xLnBuZyIsInBhdGgiOiIwZjdlL2YyOWMvMTljYy82YTI3MDY2NGI1ZGNiMi4xMjk4ODA3Ny5wbmciLCJleHAiOjE3ODA5NDYwMzYsIm5vbmNlIjoiNDA1ZTcwNDMyMTZjMTYyM2FiZGFhOWMyYzM4NWZkMmYifQ.VW-UjKmiFUfssFssL0LhNPpGqiWYSJqKUfCkuS2ZAYo download?token=eyJhdXRoX3JvbGVzIjpbXSwiZW5kcG9pbnQiOiJqb3VybmFsIiwib3JpZ2luYWxuYW1lIjoiV2hhdHNBcHAgSW1hZ2UgMjAyNi0wNi0wNSBhdCAxNS41Mi4wNi5KUEciLCJwYXRoIjoiNjM0ZC8xYWE0L2RmZDIvNmEyNzIwMDQ5YzFhNjAuMTYxMDUzODkuSlBHIiwiZXhwIjoxNzgwOTUyNTk2LCJub25jZSI6IjFhZjAzNTJmYmVlNzhhMjMxZTE1YmMyMGM1YzU2N2U3In0.0CZYsWkCk46Bfu0GwGEe0VfC26dutvfhkhiA3P7QpwU

Algılanan kalitenin marka sadakati üzerindeki etkisinde unutulmaz turizm deneyiminin aracı rolü: Gökçeada örneği

Öz

Anahtar Kelimeler

The mediating role of memorable tourism experience in the effect of perceived quality on brand loyalty: The case of Gökçeada

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

IZ

Kaynak Göster