Destinasyon Pazarlamasında Yere Bağlılık: Tekrar Ziyaret Niyeti Üzerindeki Etkileri

Amaç – Bu çalışmanın amacı, destinasyon (yer) bağlılığı ile tekrar ziyaret niyeti arasındaki ilişkiyi incelemektir. Bu kapsamda, destinasyon bağlılığını oluşturan üç boyutun (yer bağımlılığı, yer kimliği ve duygusal bağlanma) tekrar ziyaret niyeti üzerindeki etkileri test edilmiştir. Yöntem – Çalışma kapsamında, alan araştırması yöntemi kullanılmıştır. Araştırma evreni, İstanbul’u ziyaret eden kişilerden oluşmaktadır. Kolayda örnekleme yöntemi kullanılarak, Temmuz ve Ağustos 2019 aylarında İstanbul’u ziyaret eden yerli ve yabancı turistlerden toplam 412 kullanılabilir anket formu toplanmıştır. Veriler çoklu normallik ön koşulunu sağlamadığından dolayı, verilerin analizi için kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) yöntemi kullanılmıştır. Bulgular – Araştırma bulguları, destinasyona bağlılığın, tekrar ziyaret niyetini anlamlı olarak etkilediğini göstermektedir. Destinasyon bağlılığını oluşturan her üç boyutun da (yer bağımlılığı, yer kimliği ve duygusal bağlanma) tekrar ziyaret niyeti üzerinde olumlu etkileri tespit edilmiştir. Tartışma – Araştırma sonuçları, yer bağlılığı teorisini turizm destinasyonları bağlamında destekler niteliktedir. Bu araştırmanın sonuçları, bir destinasyona bağlılık ne kadar fazlaysa, turistin o destinasyonu tekrar ziyaret etme olasılığının o kadar yüksek olduğunu göstermektedir.

Place Attachment in Destination Marketing: Effects on Revisit Intention

Purpose – This study aims to investigate the relationship between destination (place) attachment and revisit intention. Within this context, the study examines the effects of the dimensions of destination attachment (i.e., place dependence, place identity, and affective attachment) on revisit intention. Design/methodology/approach – A survey research design was employed in this study. The target population comprised visitors to Istanbul. Using a convenience sampling method, a total of 412 useable questionnaires were collected from both domestic and international tourists visiting Istanbul in the months of July and August 2019. To analyze the data, partial least squares structural equation modeling was employed since the data violate the multivariate normality assumption. Findings – The study indicates that tourists’ attachment to the destination positively and significantly influences revisit intention. All three dimensions of destination attachment (i.e., place dependence, place identity, and affective attachment) were found to have positive effects on revisit intention. Discussion – The study supports the place attachment theory in the context of tourism destinations. Results show that the greater the attachment to a destination, the more likely a tourist is to revisit that destination.

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