Destinasyon İmajı ve Deneyimin Destinasyon Aşkına Etkisi: Nevşehir İli Örneği

Destinasyonlar zorlu rekabet şartlarında sahip oldukları imajları ile öne çıkmaya çalışmaktadırlar. Destinasyonla ilgili olumlu imaj algısı, ziyaretçilerin destinasyon karar sürecinde etkili olmaktadır. Destinasyonla ilgili sahip olunan imajlar, durağan olmayıp değişebilen bir yapıya sahiptir. Bu bağlamda, destinasyonla yaşanan deneyimler öne çıkmaktadır. Turizm bir deneyim faaliyetidir ve turist deneyimi turistlerin seyahatlerine karar verdikleri andan itibaren başlamakta, etkileri seyahatin sonrasında da anılarda yaşayarak devam etmektedir. Turizmin özünün aslında ziyaretçilere yüksek kaliteli unutulmaz deneyimler sunmak olduğu söylenebilir. Destinasyonda yaşanan unutulmaz deneyimler, ziyaretçilerin destinasyonla duygusal bir bağ kurmalarına ve destinasyonlara aşkla bağlanmalarına yol açmaktadır. Bu çerçevede araştırmanın amacı destinasyon imajı ve destinasyon deneyiminin destinasyon aşkı üzerindeki etkisini ortaya koymaktır. Literatür taraması sonucunda hipotezler geliştirilmiş ve bu temelde araştırma modeli oluşturulmuştur. Araştırma evrenini Nevşehir ilini ziyaret eden katılımcılar oluşturmaktadır. Araştırmada tesadüfi olmayan örnekleme yöntemlerinden yargısal örnekleme türü tercih edilmiştir. Araştırmada kullanılmak üzere 387 adet veri toplanmıştır. Elde edilen verilere uygulanan analizler sonucunda destinasyon imajı ve destinasyon deneyiminin destinasyon aşkı üzerinde anlamlı ve olumlu yönde bir etkisinin olduğu ve destinasyon aşkını daha fazla etkileyen değişkenin destinasyon deneyimi olduğu tespit edilmiştir.

Anahtar Kelimeler:

Destinasyon Aşkı, Destinasyon Deneyimi, Destinasyon İmajı, Nevşehir, Kapadokya

The Impact of the Destination Image and Experience on the Destination Brand Love: Case of Nevşehir

Destinations try to stand out with their images in tough competitive conditions. The positive image perception about the destination is effective in the destination decision process of the visitors. The images about the destination are not static but have a changeable structure. In this context, the experiences with the destination come to the fore. Tourism is an experience activity, and the tourist experience starts from the moment the tourists decide on their trip, and its effects continue to live in the memories after the trip. It can be said that the essence of tourism is actually to provide visitors with high quality unforgettable experiences. Unforgettable experiences at the destination lead the visitors to establish an emotional bond with the destination and to connect with the destinations with love. In this context, the aim of the research is to reveal the effect of destination image and destination experience on destination love. As a result of the literature review, hypotheses were developed and a research model was formed on this basis. The research population consists of the participants visiting Nevşehir province. In the study, judgmental sampling type, which is one of the non-random sampling methods, was preferred. 387 pieces of data were collected to be used in the research. As a result of the analyzes applied to the obtained data, it has been determined that the destination image and destination experience have a significant and positive effect on destination love, and the variable that affects destination love more is destination experience.

Keywords:

Destination Love, Destination Experience, Destination Image, Nevşehir, Cappadocia,

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