Ziyaretçilerin Otantiklik Algılarının Algılanan Değer, Memnuniyet ve Davranışsal Niyet Düzeyleri Üzerindeki Etkisi: Hamamönü Örneği

Bu araştırmanın amacı; 2006 yılında başlatılan restorasyon çalışmaları sonrasında ziyarete açılan Hamamönü bölgesine kültür turları ile gelen ziyaretçilerin otantiklik algılarının; algılanan değer, memnuniyet ve davranışsal niyetleri üzerindeki etkisinin incelenmesidir. Araştırma verileri toplam 421 katılımcıdan kolayda örnekleme yöntemi kullanılarak toplanmıştır. Araştırma modelinde yer alan hipotezler, istatistik paket programı kullanılarak analiz edilmiştir. Araştırma verilerinin yüksek düzeyde güvenirliğe ve geçerliğe sahip olduğu sonucuna ulaşılmıştır. Elde edilen veriler, yüzde, frekans, aritmetik ortalama, standart sapma ve regresyon analizi uygulanarak incelenmiştir. Araştırmada uygulanan keşfedici faktör analizi neticesinde nesnel otantiklik algısı, varoluşsal otantiklik algısı, parasal algılanan değer, genel algılanan değer, memnuniyet ve davranışsal niyet olmak üzere toplam altı boyut olduğu doğrulanmıştır. Araştırma bulguları, nesnel otantiklik algısı ve varoluşsal otantiklik algısının; parasal algılanan değer, genel algılanan değer, memnuniyet ve davranışsal niyet boyutları üzerinde pozitif yönde etkisi olduğu sonucunu ortaya koymaktadır.

he Impact of Authenticity Perceptions of Visitors on Their Perceived Value, Satisfaction and Behavioral Intent Levels: The Case of Hamamönü

The purpose of this study is to examine the impact of authenticity perceptions of visitors, who are visiting the Hamamönü region through culture tours after it was opened to visit following the restoration works started in 2006, on their perceived value, satisfaction and behavioral intent levels. The research data were collected from a total of 421 participants using the convenience sampling method. The hypotheses in the research model were analyzed using statistical package software. It was concluded that the research data have high level of reliability and validity. The data were examined and analyzed by means of the percentage, frequency, arithmetic mean, standard deviation and regression analyses. As a result of the exploratory factor analysis applied in the research, it was confirmed that there is a total of 6 dimensions, namely objective authenticity perception, existential authenticity perception, monetary perceived value, general perceived value, satisfaction and behavioral intention. The research findings suggest that the objective authenticity perception and existential authenticity perception have positive effect on perceived value, satisfaction and behavioural intent dimensions.

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