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DESTİNASYON İMAJI VE DESTİNASYON KİŞİLİĞİNİN, ZİYARETÇİ MEMNUNİYETİ VE GELECEĞE YÖNELİK ZİYARETÇİ DAVRANIŞI ÜZERİNE ETKİSİ: KAPADOKYA ÖRNEĞİ

Year 2016, Volume: 6 Issue: 1, 271 - 294, 20.02.2016

Abstract

Bu çalışmanın amacı Kapadokya Bölgesi’ni ziyaret eden turistlerin destinasyona yönelik imaj ve kişilik algılamalarının ziyaretçi memnuniyeti ve geleceğe yönelik ziyaretçi davranışları üzerindeki etkilerini incelemektir. Bu amaçla Kapadokya Bölgesi’nde yabancı turistler tarafından algılanan destinasyon imajı ve destinasyon kişiliğinin, ziyaretçi memnuniyeti ve
geleceğe yönelik ziyaretçi davranışı üzerine etkisini belirlemek için bir model önerilmiştir. Modelde, destinasyon imajı ve destinasyon kişiliği bağımsız değişkenler olup, ziyaretçi memnuniyeti ve geleceğe yönelik ziyaretçi davranışı ise bağımlı değişkenlerdir. Örnekleme yöntemi olarak amaca göre örnekleme yöntemi tercih edilmiştir. Alan araştırmasının kapsamına Kapadokya Bölgesi’ni ziyaret eden yabancı turistler dâhil edilmiştir. Veriler anket yoluyla elde edilmiş ve verilerin analizi için merkezi eğilim ölçüleri, faktör, korelasyon ve regresyon gibi istatistiksel analiz yöntemleri kullanılmıştır. Araştırma sonucunda, Kapadokya Bölgesi’ni ziyaret eden yabancı turistlerin destinasyon imajı ve destinasyon kişiliği algılamalarının yüksek ve olumlu olduğu tespit edilmiştir. Ayrıca destinasyon imajı ve destinasyon kişiliği ile ziyaretçi memnuniyeti ve geleceğe yönelik ziyaretçi davranışı arasında anlamlı bir ilişki olduğu belirlenmiştir. Bunun yanı sıra ziyaretçi memnuniyeti ve geleceğe yönelik ziyaretçi davranışı üzerinde destinasyon imajı ve destinasyon kişiliği algılamalarının etkisinin olduğu saptanmıştır. Sonuç olarak, destinasyon imajı ve destinasyon kişiliğinin, turistlerin memnuniyet düzeylerini ve gelecekte destinasyonu tekrar ziyaret etme ve yakınlarına tavsiye etme niyetlerini etkilediği tespit edilmiştir.

References

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34 (3): 347-356.
  • Baloglu, S. (2001). Image Variations of Turkey by Familiarity Index: Informational and Experiential Dimensions. Tourism Management, 22(2), 127-133.
  • Baloglu, S. and McCleary, K. W. (1999a). A Model of Destination Image Formation. Annals of Tou- rism Research, 26, (4), 868-897.
  • Beerli, A., Meneses, G. D. and Gil, S.M. (2007). Self-Congruity and Destination Choice. Annals of Tourism Research. 34 (3), 571-587.
  • BM Dünya Turizm Örgütü İnternet Sayfası (2014). [http://dtxtq4w60xqpw.cloudfront.net/sites/all/ files/pdf/unwto_highlights14_en.pdf] (Erişim Tarihi: 16 Ekim 2014).
  • Castro, C. B.; Armario, E. M. and Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behavior. Tourism Management, 28 (1), 175-187.
  • Chen, J. S. and Gürsoy, D. (2001). An investigation of tourists’ destination loyalty and preferences. International Journal Contemporary Hospitality Management, 3 (2), 79-85.
  • Chen, C. F. and Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269-278.
  • Chi, C. and Qu, H. (2008). Examining the structural relationships of destination image, tourist satis- faction and destination loyalty: An integrated approach. Tourism Management, 29 (4), 24-636.
  • Chon, K. S. (1990). The role of destination image in tourism: A review and discussion. The Tourist Review, 2, 2-9.
  • Croes, R., Shani, S. A. and Walls, A. (2010). The value of destination loyalty: Myth or reality? Journal of Hospitality Marketing, 19(2), 115-136.
  • Ekinci, Y. and Hosany, S. (2006). Destination personality: an application of brand personality to tourism destinations. Journal of Travel Research, 45, 127-39.
  • Elliot, S. (2007).A Comparative Analysis of Tourism Destination Image and Product- Country Image. (Yayınlanmamış Doktora Tezi). Carleton University.
  • Embacher, J., and Buttle, F. (1989). A repertory grid analysis of Austria’s image as a summer vacation destination. Journal of Travel Research. Winter: 3-7.
  • Gunn, C. (1972). Vacationscape: Designing Tourist Regions. Bureau of Business Research, University of Texas, Austin.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. andTatham, R. L. (2005). Multivariate Data Analysis (6th Edition). New Jersey: Prentice Hall.
  • Hanyu, K. (1993).The affective meaning of Tokyo: Verbal and nonverbal approaches. Journal of En- vironmental Psychology,13, 161-172.
  • Hunt, J. D. (1975). Image as a factor in tourism development. Journal of Travel Research, Winter, 1-7.
  • Kaşlı, M. ve Yılmazdoğan, O. Y. (2012). İmajın Turistik Talebe Etkisi: Eskişehir Örneği. Sosyal ve Beşeri Bilimler Dergisi,4(2), ISSN: 1309-8012 (Online).
  • Kılıç, B. and Sop, S.A. (2012). Destination Personality, Self-Congruity and Loyalty. Journal of Hospi- tality Management and Tourism. 3(5): 95-105.
  • MacKay, K. J. and Fesenmaier, D. R. (1997). Pictorial Element of Destination in Image Formation. Annals of Tourism Research, 24(3), 537-565.
  • Mahasuweerachai, P. and Qu, H. (2011). The moderating effects of tourists’ characteristics and no- velty seeking on the relationships between satisfaction, revisit intention and WOM. Paper presen- ted at the 16th Graduate Students Research Conference, Houston, Texas.
  • McKercher, B. and Basak Denizci, G. (2011). Are Tourists or Markets Destination Loyal? Journal of Travel Research, 50:121-132.
  • Murphy, L., Benckendorff, P. and Moscardo, G. (2007a). Destination brand peronality: Visitors per- ceptions of a regional tourism destination. Tourism Analysis, 12, 419–432.
  • Murphy, L., Benckendorff, P. and Moscardo, G. (2007b). Linking Travel Motivation, Tourist Self- Image and Destination Personality. Journal of Travel and Tourism Marketing, 22(2), 45-61.
  • Murphy, L., Moscardo, G.andBenckendorff, P. (2007). Using Brand Personality to Differentiate Re- gional Tourism Destinations. Journal of Tourism Research. 46(1): 5-14.
  • Nevşehir Valiliği (2014), Kültür ve Turizm, [URL:http://www.nevsehir.gov.tr/ortak_icerik/nevsehir/ contents/turizm.pdf]. (Erişim Tarihi: 24.03.2014).
  • Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer (2nd Edition). M.E. Shar- pe, Inc.: New York.
  • Oppermann, M. (1999). Predicting destination choice - A discussion of destination loyalty. Journal of Vacation Marketing, 5(1), 51-65.
  • Pearce, P. L. (1982). Perceived Changes in Holiday Destinations. Annals of Tourism Research, 9(2), 145-164.
  • Phelps, A. (1986). Holiday Destination Image – The Problem of Assessment: An Example Develo- ped in Menorca. Tourism Management, September, 168-180.
  • Phillips, W. J., Wolfe, K., Hodur, N. and Leistritz, F. L.(2011). Tourist Word of Mouth and Revisit Intentions to Rural Tourism Destinations: A Case of North Dakota, USA. International Journal of Tourism Research, 15(1), 93-104.
  • Prayag, G. (2007). Exploring the Relationship between Destination Image and Brand Personality of a Tourist Destination: An Application of Projective Techniques. Journal of Travel and Tourism Research. Fall, 111-130.
  • Pritchard, M. P. and Howard, D. R. (1997). The loyal traveler: examining a typology of service patro- nage. Journal of Travelers Research, 35(4), 2-11.
  • So, S. And Morrison, A. M. (2004). The repeat travel marketfor Taiwan: A multistagesegmentation approach. Asia Pacific Journal of Tourism Research, 9(1), 71-87.
  • Sop, S.A., Kılıç, B. ve Akyurt Kurnaz, H. (2012). Destinasyon Kişiliği ve Memnuniyet İlişkisi: Yerli Turistler Üzerine Bir Araştırma. 13. Ulusal Turizm Kongresi Bildiri Kitabı, 1123-1138.
  • Türkiye İstatistik Kurumu İnternet Sayfası, (2014), [http://www.tuik.gov.tr/PreHaberBultenleri. do?id=15885] (Erişim Tarihi: 19 Eylül 2014).
  • Tütüncü, Ö.,ve İpekgil Doğan, Ö. (2003). Müşteri Tatmini Kapsamında Öğrenci Memnuniyetinin Ölçülmesi ve Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü Uygulaması. Dokuz Eylül Üni- versitesi Sosyal Bilimler Enstitüsü Dergisi, 5(4), 130-151.
  • Usakli, A. and Baloglu, S. (2011). Brand Personality of Tourist Destinations: An Application of Self- Congruity Theory. Tourism Management. 32, 114-127.
  • Wang, D. (2004). Tourist behaviour and repeat visitation to Hong Kong. Tourism Geographies, 6(1), 99-118.

Impact of Destination Image And Destination Personality on Tourist Satisfaction And Future Intentions: Case of Cappadocia

Year 2016, Volume: 6 Issue: 1, 271 - 294, 20.02.2016

Abstract

The purpose of the study is to determine perceptions of destination image and destination personality of tourists who visit the Cappadocia region and to investigate on tourist satisfaction and future intensions. In line with this purpose a causal model consisting of destination image and destination personality as independent variables, and tourist satisfaction and future intentions as depentdent variables was offered. In this study, purposive sampling method was used. International tourists who visit Cappadocia region were included in the field research. Data were collected by a structured questionnaire. Frequencies, descriptives, factor, correlation and regression analysis were used to analyze the data. The results indicate that the level of perceptions of destination image and destination personality by international tourists in Cappadocia Region is high and there is a meaningful correlation between destination image, destination personality and tourist satisfaction, future intentions. Additionally, all dimensions of destination image and some dimensions of destination personality have an impact on tourist satisfaction and future intentions. As a result, it was found that destination image and destination personality effect tourist satisfaction and tourists’ future intensions.

References

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34 (3): 347-356.
  • Baloglu, S. (2001). Image Variations of Turkey by Familiarity Index: Informational and Experiential Dimensions. Tourism Management, 22(2), 127-133.
  • Baloglu, S. and McCleary, K. W. (1999a). A Model of Destination Image Formation. Annals of Tou- rism Research, 26, (4), 868-897.
  • Beerli, A., Meneses, G. D. and Gil, S.M. (2007). Self-Congruity and Destination Choice. Annals of Tourism Research. 34 (3), 571-587.
  • BM Dünya Turizm Örgütü İnternet Sayfası (2014). [http://dtxtq4w60xqpw.cloudfront.net/sites/all/ files/pdf/unwto_highlights14_en.pdf] (Erişim Tarihi: 16 Ekim 2014).
  • Castro, C. B.; Armario, E. M. and Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behavior. Tourism Management, 28 (1), 175-187.
  • Chen, J. S. and Gürsoy, D. (2001). An investigation of tourists’ destination loyalty and preferences. International Journal Contemporary Hospitality Management, 3 (2), 79-85.
  • Chen, C. F. and Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269-278.
  • Chi, C. and Qu, H. (2008). Examining the structural relationships of destination image, tourist satis- faction and destination loyalty: An integrated approach. Tourism Management, 29 (4), 24-636.
  • Chon, K. S. (1990). The role of destination image in tourism: A review and discussion. The Tourist Review, 2, 2-9.
  • Croes, R., Shani, S. A. and Walls, A. (2010). The value of destination loyalty: Myth or reality? Journal of Hospitality Marketing, 19(2), 115-136.
  • Ekinci, Y. and Hosany, S. (2006). Destination personality: an application of brand personality to tourism destinations. Journal of Travel Research, 45, 127-39.
  • Elliot, S. (2007).A Comparative Analysis of Tourism Destination Image and Product- Country Image. (Yayınlanmamış Doktora Tezi). Carleton University.
  • Embacher, J., and Buttle, F. (1989). A repertory grid analysis of Austria’s image as a summer vacation destination. Journal of Travel Research. Winter: 3-7.
  • Gunn, C. (1972). Vacationscape: Designing Tourist Regions. Bureau of Business Research, University of Texas, Austin.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. andTatham, R. L. (2005). Multivariate Data Analysis (6th Edition). New Jersey: Prentice Hall.
  • Hanyu, K. (1993).The affective meaning of Tokyo: Verbal and nonverbal approaches. Journal of En- vironmental Psychology,13, 161-172.
  • Hunt, J. D. (1975). Image as a factor in tourism development. Journal of Travel Research, Winter, 1-7.
  • Kaşlı, M. ve Yılmazdoğan, O. Y. (2012). İmajın Turistik Talebe Etkisi: Eskişehir Örneği. Sosyal ve Beşeri Bilimler Dergisi,4(2), ISSN: 1309-8012 (Online).
  • Kılıç, B. and Sop, S.A. (2012). Destination Personality, Self-Congruity and Loyalty. Journal of Hospi- tality Management and Tourism. 3(5): 95-105.
  • MacKay, K. J. and Fesenmaier, D. R. (1997). Pictorial Element of Destination in Image Formation. Annals of Tourism Research, 24(3), 537-565.
  • Mahasuweerachai, P. and Qu, H. (2011). The moderating effects of tourists’ characteristics and no- velty seeking on the relationships between satisfaction, revisit intention and WOM. Paper presen- ted at the 16th Graduate Students Research Conference, Houston, Texas.
  • McKercher, B. and Basak Denizci, G. (2011). Are Tourists or Markets Destination Loyal? Journal of Travel Research, 50:121-132.
  • Murphy, L., Benckendorff, P. and Moscardo, G. (2007a). Destination brand peronality: Visitors per- ceptions of a regional tourism destination. Tourism Analysis, 12, 419–432.
  • Murphy, L., Benckendorff, P. and Moscardo, G. (2007b). Linking Travel Motivation, Tourist Self- Image and Destination Personality. Journal of Travel and Tourism Marketing, 22(2), 45-61.
  • Murphy, L., Moscardo, G.andBenckendorff, P. (2007). Using Brand Personality to Differentiate Re- gional Tourism Destinations. Journal of Tourism Research. 46(1): 5-14.
  • Nevşehir Valiliği (2014), Kültür ve Turizm, [URL:http://www.nevsehir.gov.tr/ortak_icerik/nevsehir/ contents/turizm.pdf]. (Erişim Tarihi: 24.03.2014).
  • Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer (2nd Edition). M.E. Shar- pe, Inc.: New York.
  • Oppermann, M. (1999). Predicting destination choice - A discussion of destination loyalty. Journal of Vacation Marketing, 5(1), 51-65.
  • Pearce, P. L. (1982). Perceived Changes in Holiday Destinations. Annals of Tourism Research, 9(2), 145-164.
  • Phelps, A. (1986). Holiday Destination Image – The Problem of Assessment: An Example Develo- ped in Menorca. Tourism Management, September, 168-180.
  • Phillips, W. J., Wolfe, K., Hodur, N. and Leistritz, F. L.(2011). Tourist Word of Mouth and Revisit Intentions to Rural Tourism Destinations: A Case of North Dakota, USA. International Journal of Tourism Research, 15(1), 93-104.
  • Prayag, G. (2007). Exploring the Relationship between Destination Image and Brand Personality of a Tourist Destination: An Application of Projective Techniques. Journal of Travel and Tourism Research. Fall, 111-130.
  • Pritchard, M. P. and Howard, D. R. (1997). The loyal traveler: examining a typology of service patro- nage. Journal of Travelers Research, 35(4), 2-11.
  • So, S. And Morrison, A. M. (2004). The repeat travel marketfor Taiwan: A multistagesegmentation approach. Asia Pacific Journal of Tourism Research, 9(1), 71-87.
  • Sop, S.A., Kılıç, B. ve Akyurt Kurnaz, H. (2012). Destinasyon Kişiliği ve Memnuniyet İlişkisi: Yerli Turistler Üzerine Bir Araştırma. 13. Ulusal Turizm Kongresi Bildiri Kitabı, 1123-1138.
  • Türkiye İstatistik Kurumu İnternet Sayfası, (2014), [http://www.tuik.gov.tr/PreHaberBultenleri. do?id=15885] (Erişim Tarihi: 19 Eylül 2014).
  • Tütüncü, Ö.,ve İpekgil Doğan, Ö. (2003). Müşteri Tatmini Kapsamında Öğrenci Memnuniyetinin Ölçülmesi ve Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü Uygulaması. Dokuz Eylül Üni- versitesi Sosyal Bilimler Enstitüsü Dergisi, 5(4), 130-151.
  • Usakli, A. and Baloglu, S. (2011). Brand Personality of Tourist Destinations: An Application of Self- Congruity Theory. Tourism Management. 32, 114-127.
  • Wang, D. (2004). Tourist behaviour and repeat visitation to Hong Kong. Tourism Geographies, 6(1), 99-118.
There are 40 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Mehmet Umur

Duygu Eren

Publication Date February 20, 2016
Submission Date February 20, 2016
Published in Issue Year 2016 Volume: 6 Issue: 1

Cite

APA Umur, M., & Eren, D. (2016). DESTİNASYON İMAJI VE DESTİNASYON KİŞİLİĞİNİN, ZİYARETÇİ MEMNUNİYETİ VE GELECEĞE YÖNELİK ZİYARETÇİ DAVRANIŞI ÜZERİNE ETKİSİ: KAPADOKYA ÖRNEĞİ. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 6(1), 271-294.

İletişim

Telefon Numarası: +90 0318 357 35 92

Faks Numarası: +90 0318 357 35 97

e-mail: sbd@kku.edu.tr

Posta Adresi: Kırıkkale Üniversitesi Sosyal Bilimler Enstitüsü Müdürlüğü, Merkez Yerleşke, 71450, Yahşihan-KIRIKKALE

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