Gökçeada İmajının Yerli Turistlerin Davranışsal Niyetleri Üzerindeki Etkisi

Son yıllarda hızla artan rekabet koşullarında destinasyon yönetimlerinin algılanan imaj konusuna önem vermeye başladığı görülmektedir. Yapılan çalışma ile Gökçeada’yı ziyaret eden turistlerin algıladıkları Gökçeada imajı unsurlarının tespit edilerek bu unsurların davranışsal niyete olan etkilerinin incelenmesi amaçlanmaktadır. Çalışmada veri toplama aracı olarak iki bölümden oluşan bir anket formu kullanılmıştır. Araştırmanın örneklemini 2019 yılında Gökçeada’yı ziyaret eden 246 katılımcı oluşturmaktadır. Araştırmada hipotezlerinin test edilmesi için araştırma modeline ve literatüre dayanarak gözlenen değişkenler aracılığıyla bir ölçüm kurulmuştur. Ölçüm modeline ilk olarak doğrulayıcı faktör analizi (DFA) uygulanmıştır. Ardından değişkenlerin güvenirlik katsayıları incelenmiştir. Son olarak değişkenlerin birbiriyle ilişkisinin tespit etmek amacıyla yapısal eşitlik modeli kurularak (YEM) test edilmiştir. Yapılan çalışma ile ziyaretçilerin destinasyondaki algıladıkları eğlencenin davranışsal niyetlerini pozitif yönde etkilediği tespit edilmiştir. Ayrıca Gökçeada’ya gelen bireylerin ziyaretlerini “değerli” algılaması onların adayı tekrar ziyaretlerinde etkili olacağı kanaati oluşmuştur. Gökçeada destinasyonu halkının ziyaretçilerine sunduğu sıcak, samimi ve duygusal deneyimin ziyaretçilerin yakınlarına tavsiye etmesine ve tekrar Gökçeada’yı ziyaret etmelerine neden olduğu söylenebilir.

The Effect of Gökçeada's Image on Behavioral Intentions of Domestic Tourists

Nowadays, it is seen that destination management has begun to give importance to the subject of perceived image in the rapidly increasing competitive conditions. With this study, it is aimed to determine the elements of Gökçeada image perceived by tourists visiting Gökçeada and to examine the effects of these elements on behavioral intention. A questionnaire form consisting of two parts was used as a data collection tool in the study. The sample of the research consists of 246 participants who visited Gökçeada in 2019. In order to test the hypotheses in the research, a measurement model was established based on the research model and the literature through the observed variables. Confirmatory factor analysis (CFA) was first applied to the measurement model. Then, the reliability coefficients of the variables were examined. Finally, in order to determine the relationship between variables, a structural equation model (SEM) was establishedand tested. As a result of the study, it has been determined that the perceived entertainment at the destination positively affects the behavioral intentions of the visitors. In addition, it has been concluded that visitors’ perceiving of their visits as "valuable" will be effective in their repeat visits to the island. It can be said that the warm, sincere and emotional experience offered by the people of the Gökçeada destination to its visitors caused the visitors to recommend to their relatives and to visit Gökçeada again.

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