IMPACT OF TOURIST’S PERCEPTIONS OF CULTURAL DESTINATION COMPETITIVENESS ON FUTURE BEHAVIORAL INTENTIONS
Author :
Abstract
Bu araştırmada, Türkiye’nin önemli kültürel destinasyonlarından biri olan Kars iline bağlı Ani ören yerini ziyaret eden turistlerin rekabetçilik algıları ölçülmüştür. Turistlerin destinasyona ilişkin rekabetçilik algılarının destinasyon tercihi ile ilgili memnuniyetlerini ve gelecekte ortaya çıkması olası davranışsal niyetlerini etkileyip etkilemediğini tespit edebilmek amaçlanmıştır. Saha araştırması sonucu geçerli toplam 123 anket verisi elde edilmiştir. Veriler IBM SPSS 22.0 istatistik paket programı kullanılarak analiz edilmiştir. Öncelikle destinasyon rekabetçiliği ölçeğine doğrulayıcı factor analizi uygulanmıştır. Bu aşamanın ardından yapılan regresyon analizi neticesinde, destinasyon rekabetçiliği faktörlerinden üçünün memnuniyeti etkilediği tespit edilmiştir. Bu analiz ile birlikte memnuniyetin de gelecekteki davranışsal niyetleri önemli ölçüde etkilediği belirlenmiştir.
Keywords
Abstract
In this study, the tourists’ perception of competitiveness was measured in regards to visiting the city of Kars-Ani ruin, which is an important cultural destination in Turkey. The perceptions of destination competitiveness have been investigated to see whether they affect the satisfaction of tourists regarding destination choices and possible behavioural intentions arising in the future. A total of 123 valid questionnaires were obtained from the field survey. The data were analysed using the IBM SPSS Statistic Base 22.0 package programme. First, a confirmatory factor analysis was performed for a destination competitiveness scale. The result of a regression analysis, which was conducted after this, determined that one-third of the factors for destination competitiveness affected satisfaction. Through this analysis it was determined that satisfaction also significantly affects future behavioural intentions.
Keywords
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