Araştırma Makalesi
BibTex RIS Kaynak Göster

The Effect of Destination Image on Tourist Satisfaction and Revisit Intention: An Empirical Study On Mardin Provience

Yıl 2019, Cilt: 1 Sayı: 1, 65 - 77, 31.12.2019

Öz

Tourism sector is the most important for countries and companies. Therefore, companies make an effort to promote and sell their products and services to tourists. They also dwelt on destination image. This study aims to develop an understanding of how destination image affect to revisit intention on tourism sector. Satisfaction, ağızdan ağıza pazarlama and value are used as variables in research model. The model was tested and confirmed with the survey data of 207 tourists. The participants were reached in November 2018 in Mardin. Survey data were analyzed with SPSS 23.0. As a result, it was concluded that there are significant relationships between the variables and affect each other positively. This study also presents the importance of destination image to tourists’ revisit intention. It was found that satisfaction, wom and value are positively effective on tourists’ revisit intention. These results suggest that countries and companies need to take into account and manage actively tourism services and destination image.

Kaynakça

  • Akgün A.E., Şentürk H.A., Keskin H., Onal I., (2019). The relationships among nostalgic emotion, destination images and tourist behaviors: An empirical study of Istanbul, Journal of Destination Marketing & Management, April, P. 1-13, https://doi.org/10.1016/j.jdmm.2019.03.009
  • Alrawadieh Z., Alrawadieh Z., Kozak M., (2019). Exploring the impact of tourist harassment on destination image, tourist expenditure, and destination loyalty, Tourism Management, Vol. 73, P. 13-20, https://doi.org/10.1016/j.tourman.2019.01.015
  • Byon K.K., Zhang J.J., (2010). Development of a Scale Measuring Destination Image, Marketing Intelligence & Planning, Vol. 28, No. 4, P. 508-532
  • Chaulagain S., Wiitala J., Fu X., (2019). The Impact of Country Image and Destination Image on US Tourists’ Travel Intention, Journal of Destination Marketing & Management, Vol. 12, P. 1–11, https://doi.org/10.1016/j.jdmm.2019.01.005
  • Durmuş B., Yurtkoru E. S., Çinko M. (2011). Sosyal Bilimlerde SPSS’le Veri Analizi, Beta Yayıncılık, İstanbul
  • Gegez E. (2010). Pazarlama Araştırmaları, Beta Yayıncılık, İstanbul
  • Hernandez - Mogollon J. M., Duarte P. A., Folgado - Fernandez J. A., (2018). The Contribution of Cultural Events to The Formation of The Cognitive and Affective Images of a tourist Destination, Journal of Destination Marketing & Management, Vol. 8, P. 170 – 178
  • Kotler P., Armstrong G., (2011). Principles of Marketing, 14th Ed., Pearson Prentice Hall, New Jersey
  • Lai K. (2016). Influence of Event Image on Destination Image: The Case of the 2008 Beijing Olympic Games, Journal of Destination Marketing & Management, Vol. 7, P. 153-163
  • Nakip M. (2005). Pazarlama Araştırmalarına Giriş, SeçkinYayıncılık, Ankara
  • Quintal V.A., Polczynski A., (2010). "Factors influencing tourists' revisit intentions", Asia Pacific Journal of Marketing and Logistics, Vol. 22 Issue: 4, pp.554-578, https:// doi.org/10.1108/13555851011090565
  • Ramseook-Munhurruna P., Seebalucka V.N., Naidooa P. (2015). Examining The Structural Relationships of Destination Image, Perceived Value, Tourist Satisfaction and Loyalty: Case of Mauritius, Procedia - Social and Behavioral Sciences, Vol 175, P. 252 – 259
  • Shafiee M.M., Tabaeeian R.A.,, Tavakoli H., (2016). The effect of Destination Image on Tourist Staisfaction, Intention to Revisit and WOM: An Empicial Research in Foursquare Social Media, 10th International Conference on E-Commerce with Focus on E-Tourism, 15-16 April 2016, Isfahan, Iran
  • Souiden N., Ladhari R., Chiadmi N. E. (2017). Destination Personality and Destinastion Image, Journal of Hospitality and Tourism Management, Vol. 32, P. 54 - 70
  • Stepaniu K. (2015). The Relation Between Destination Image and Social Media User Engagement - Theoretical Approach, Procedia - Social and Behavioral Sciences, Vol. 213, P. 616–621
  • Wang B., Yang Z., Han F., Shi H., (2017). Car Tourism in Xinjiang: The Mediation Effect of Perceived Value and Tourist Satisfaction on the Relationship between Destination Image and Loyalty. Sustainability, Vol. 9, No. 22, P. 1-16
  • Wu H.C., Li M.Y., Li T., (2018). A Study of Experiential Quality, Experiential Value, Experiential Satisfaction, Theme Park Image, and Revisit Intention, Journal of Hospitality & Tourism Research, Vol. 42, No. 1, P. 26 -73, https:// doi.org/10.1177/1096348014563396
  • Zhang H., Fu X., Cai L.A., Lu L. (2014). Destination Image and Tourist Loyalty: A Meta-Analysis, Tourism Management, Vol. 40, P. 213-223

DESTİNASYON İMAJININ TURİSTLERİN MEMNUNİYETİNE VE TEKRAR ZİYARET ETME NİYETİNE ETKİSİ: MARDİN İLİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2019, Cilt: 1 Sayı: 1, 65 - 77, 31.12.2019

Öz

Turizm sektörü ülkeler için önemli bir hizmet sektörüdür ve gayrisafi milli hasılaya büyük bir etki yapmaktadır. Bu bağlamda ülkeler için önem arz etmektedir. Ayrıca işletmeler de ürünlerini ve hizmetlerini turistlere tanıtmak ve satmak için çaba göstermektedirler. Bu nedenle günümüzde ülkeler ve işletmeler destinasyon imajına odaklanmaktadır. Bu çalışma, turizm sektöründe destinasyon imajının tekrar ziyaret etme niyetine nasıl bir etki yaptığını anlamaya yöneliktir. Araştırma modelinde memnuniyet, ağızdan ağıza pazarlama ve değer değişkenleri de kullanılmaktadır. Model, Kasım 2018’da Mardin iline ziyarette bulunan ve ankete katılan 207 turistin verileriyle test edilmiş ve onaylanmıştır.

Destinasyon imajının turistlerin tekrar ziyaret etme niyetine etkisi çalışmada ortaya çıkmaktadır. Ayrıca memnuniyet, ağızdan ağıza pazarlama ve değer değişkenlerinin de turistlerin tekrar ziyaret etme niyetinde olumlu yönde etkisi olduğu bulunmuştur. Sonuç olarak, bu çalışmada tüm değişkenler birbirleriyle pozitif yönde ve anlamlı olarak ilişkilidir. Bu sonuçlar, ülkelerin ve işletmelerin turizm hizmetlerini ve destinasyon imajını aktif olarak göz önünde bulundurmaları ve yönetmeleri gerektiğini göstermektedir.

Kaynakça

  • Akgün A.E., Şentürk H.A., Keskin H., Onal I., (2019). The relationships among nostalgic emotion, destination images and tourist behaviors: An empirical study of Istanbul, Journal of Destination Marketing & Management, April, P. 1-13, https://doi.org/10.1016/j.jdmm.2019.03.009
  • Alrawadieh Z., Alrawadieh Z., Kozak M., (2019). Exploring the impact of tourist harassment on destination image, tourist expenditure, and destination loyalty, Tourism Management, Vol. 73, P. 13-20, https://doi.org/10.1016/j.tourman.2019.01.015
  • Byon K.K., Zhang J.J., (2010). Development of a Scale Measuring Destination Image, Marketing Intelligence & Planning, Vol. 28, No. 4, P. 508-532
  • Chaulagain S., Wiitala J., Fu X., (2019). The Impact of Country Image and Destination Image on US Tourists’ Travel Intention, Journal of Destination Marketing & Management, Vol. 12, P. 1–11, https://doi.org/10.1016/j.jdmm.2019.01.005
  • Durmuş B., Yurtkoru E. S., Çinko M. (2011). Sosyal Bilimlerde SPSS’le Veri Analizi, Beta Yayıncılık, İstanbul
  • Gegez E. (2010). Pazarlama Araştırmaları, Beta Yayıncılık, İstanbul
  • Hernandez - Mogollon J. M., Duarte P. A., Folgado - Fernandez J. A., (2018). The Contribution of Cultural Events to The Formation of The Cognitive and Affective Images of a tourist Destination, Journal of Destination Marketing & Management, Vol. 8, P. 170 – 178
  • Kotler P., Armstrong G., (2011). Principles of Marketing, 14th Ed., Pearson Prentice Hall, New Jersey
  • Lai K. (2016). Influence of Event Image on Destination Image: The Case of the 2008 Beijing Olympic Games, Journal of Destination Marketing & Management, Vol. 7, P. 153-163
  • Nakip M. (2005). Pazarlama Araştırmalarına Giriş, SeçkinYayıncılık, Ankara
  • Quintal V.A., Polczynski A., (2010). "Factors influencing tourists' revisit intentions", Asia Pacific Journal of Marketing and Logistics, Vol. 22 Issue: 4, pp.554-578, https:// doi.org/10.1108/13555851011090565
  • Ramseook-Munhurruna P., Seebalucka V.N., Naidooa P. (2015). Examining The Structural Relationships of Destination Image, Perceived Value, Tourist Satisfaction and Loyalty: Case of Mauritius, Procedia - Social and Behavioral Sciences, Vol 175, P. 252 – 259
  • Shafiee M.M., Tabaeeian R.A.,, Tavakoli H., (2016). The effect of Destination Image on Tourist Staisfaction, Intention to Revisit and WOM: An Empicial Research in Foursquare Social Media, 10th International Conference on E-Commerce with Focus on E-Tourism, 15-16 April 2016, Isfahan, Iran
  • Souiden N., Ladhari R., Chiadmi N. E. (2017). Destination Personality and Destinastion Image, Journal of Hospitality and Tourism Management, Vol. 32, P. 54 - 70
  • Stepaniu K. (2015). The Relation Between Destination Image and Social Media User Engagement - Theoretical Approach, Procedia - Social and Behavioral Sciences, Vol. 213, P. 616–621
  • Wang B., Yang Z., Han F., Shi H., (2017). Car Tourism in Xinjiang: The Mediation Effect of Perceived Value and Tourist Satisfaction on the Relationship between Destination Image and Loyalty. Sustainability, Vol. 9, No. 22, P. 1-16
  • Wu H.C., Li M.Y., Li T., (2018). A Study of Experiential Quality, Experiential Value, Experiential Satisfaction, Theme Park Image, and Revisit Intention, Journal of Hospitality & Tourism Research, Vol. 42, No. 1, P. 26 -73, https:// doi.org/10.1177/1096348014563396
  • Zhang H., Fu X., Cai L.A., Lu L. (2014). Destination Image and Tourist Loyalty: A Meta-Analysis, Tourism Management, Vol. 40, P. 213-223
Toplam 18 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Osman Özdemir

Yayımlanma Tarihi 31 Aralık 2019
Gönderilme Tarihi 20 Aralık 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 1 Sayı: 1

Kaynak Göster

APA Özdemir, O. (2019). DESTİNASYON İMAJININ TURİSTLERİN MEMNUNİYETİNE VE TEKRAR ZİYARET ETME NİYETİNE ETKİSİ: MARDİN İLİ ÜZERİNE BİR ARAŞTIRMA. İktisadi Ve İdari Yaklaşımlar Dergisi, 1(1), 65-77.