Destinasyon Aşkının Destinasyon Sadakati Üzerindeki Etkisi: Bozcaada Örneği

Turistlerin sadakatini kazanmanın önemi rekabet ortamı ile giderek artmakta ve destinasyonları sadakat kavramı üzerine yoğunlaştırmaktadır. Başarılı bir sadakat örneği ortaya koyabilmek için destinasyonlarda, turistler üzerinde hem yadsınamaz olumlu etkiler yaratabilen hem de öncül olan “aşk “kavramına önem verilmesi gerekmektedir. Bu doğrultuda, çalışmanın amacı, yerli turistlerin Bozcaada’ya yönelik algıladıkları aşkın sadakat üzerinde doğrudan etkisinin olup olmadığını tespit etmektir. Bu kapsamda kolayda örnekleme yöntemi kullanılarak 21/02/2020-19/03/2020 tarihleri arasında 183 turistten online ortamda anket uygulanarak veri toplanmıştır. Çalışmanın amacı doğrultusunda oluşturulan hipotez için açıklayıcı faktör ve çoklu regresyon analizi yapılmıştır. Çalışmanın sonucunda destinasyon aşkı boyutu olan “tutkulu aşk” faktörünün destinasyon sadakati üzerinde olumlu etkisi varken “duygusal bağlılık ve marka benlik bütünleşimi” faktörünün destinasyon sadakati üzerinde etkisi bulunmadığı ortaya çıkmıştır

Determining the Effect of Destination Love on Destination Loyalty: The Case of Bozcaada

It is very important that destinations create loyalty to be able take part in a global competitive environment and attract more visitors. Destination love is one of the important brand concepts that help differentiate destinations and positively affect destination loyalty. Therefore, in order to create a successful sense of loyalty on the tourists, destinations should concentrate on concept of "a sense of love" which can have a positive effect on the tourist behavior. Accordingly, the aim of this study is to determine the effect of destination love of local tourists for Bozcaada on destination loyalty. In this context, 183 online surveys were collected from local tourists using convenience sample method. For the purpose of the study, explanatory factor and multiple regression analysis were applied to test structures and research hypothesis. As a result of this study, the “passionate love” factor of destination love has a positive effect on destination loyalty and “emotional commitment and brand self” factor of destination love has no significant effect on destination loyalty.

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