Otantikliğin Tavsiye Etme Niyeti ve Destinasyon Tatmini Üzerindeki Etkisinde Algılanan Destinasyon İmajının Aracılık Rolü

Turistlerin turizm hareketliliğine katılmasında yöreye özgü unsurlar ve kültürel öğelerin ön plana çıkarılması ve tanıtılması büyük önem taşımaktadır. Bu noktada, yöreye özgü geçmişten günümüze özelliklerini koruyan otantik değerlerin sunulması, turistin farklı ve hatırlanabilir deneyim yaşamasını sağlamaktadır. Buradan hareketle çalışmanın amacı, otantikliğin tavsiye etme niyeti ve destinasyon tatminine etkisi ve bu etkide algılanan destinasyon imajının aracı rolünün incelenmesidir. Veriler, Ankara’nın Beypazarı ilçesini ziyaret eden turistlerden yüz yüze ve dijital form yöntemi ile toplanmıştır. Araştırma sonucunda, algılanan destinasyon imajının, nesnel otantikliğin tavsiye etme niyetine olan etkisinde tam aracılık etkisi, varoluşsal otantikliğin tavsiye etme niyetine olan etkisinde kısmi aracılık etkisi gösterdiği sonucu elde edilmiştir. Yapısal otantikliğin tavsiye etme niyeti üzerindeki etkisinde ise algılanan destinasyon imajının aracılık etkisi göstermediği sonucuna ulaşılmıştır.

Anahtar Kelimeler:

İmaj, Otantiklik, Tatmin, Tavsite etme

The Mediation Role of Perceived Destination Image in the Effect of Authenticity on the Intention to Recommend and Destination Satisfaction

It has great importance to highlight and promote local and cultural factors for the participation of tourists in tourism mobility. At this point, the presentation of authentic values that preserve the characteristics of the region from the past to the present ensures that the tourist has a different and memorable experience. From this point of view, the aim of the studyis to determine the effect of authenticity and perceived destination image on intention to recommend and destination satisfaction. The data were collected from the tourists who visited Beypazarı district of Ankara, face to face and by digital form method. As a result, perceived destination image hasfull mediating effect on objective authenticity and it has resulted that the intention to recommend and a partial mediating effect on existential authenticity and intention to recommend. It has resulted that perceived destination image does not mediate effect of structural authenticity on the intention to recommend.

Keywords:

Image, Authenticity, Satisfaction, Recommendation,

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