THE EFFECT OF DESTINATION IMAGE ON DESTINATION SATISFACTION AND THE MEDIATING ROLE OF PERCEIVED QUALITY OF DESTINATION: THE CASE OF MANAVGAT
1.1. RESEARCH SUBJECT
The social, cultural and economic effects of tourism are increasing day by day. Its economic effects are of vital importance, especially for the development of touristic destinations (Çelik and Doru, 2016). Accordingly, the image is an important element in order to increase the economic effects in the destination. Because it is observed that destination image influences the quality perceived by the tourist from the service (Öztürk and Şahbaz, 2019), the satisfaction of tourist from the visit (Chi and Qu, 2008), intention to revisit and recommending behavior (Bigne, Sanchez and Sanchez, 2001; Sevim, Seçilmiş and Görkem, 2013) and in short, many tourist behaviors (Tasci, Gartner and Cavusgil, 2007; Tasci and Gartner, 2007; Tasci, 2009). With all these aspects, the positive development of tourist behaviors also ensures the economic development of destinations. In summary, the subject of the research is the image of the Manavgat destination and the relationship between the perceived quality of the destination and the destination satisfaction.
1.2. RESEARCH PURPOSE AND IMPORTANCE
The purpose of the research is to determine the effect of the image of Manavgat destination on perceived quality and satisfaction, as well as the effect of perceived quality on satisfaction. In addition, it is another aim of the research to reveal the mediating role of the perceived quality of the destination in the relationship between destination image and satisfaction. All these aims set out exhibit the uniqueness and importance of the study.
1.3. CONTRIBUTION of the ARTICLE to the LITERATURE
Destination image is the general picture that occurs in the minds of tourists visiting the destination. The formation of the image in the destinations is important in the positive emergence of this picture. Natural and cultural resources, infrastructure and superstructure, socio-economic and social conditions and natural environment play a role in the formation of the image (Beerli and Martin, 2004; San Martin and Rodriguez, 2008; Sun, Geng-Quing and Xu, 2013). In addition, it is observed that the destination image has an effect on the perceived quality of the destination (Chen, 2011) and destination satisfaction (Özdemir, 2007; Kozak, Bigne and Andreau, 2004; Pizam, Neumann and Reichel, 1978). However, since the number of studies examining the mediating role of the perceived quality of the destination in the relationship of destination image with destination satisfaction is limited, it is thought that this study will contribute to the literature in this aspect.
2. DESIGN AND METHOD
2.1. RESEARCH TYPE
This is a practical study for foreign tourists coming to Manavgat by utilizing quantitative research methods.
2.2. DATA COLLECTION METHOD
The survey technique, which is one of the quantitative research methods, has been used to test the models and hypotheses were created for the purpose of the research. Analyzes have been carried out on 290 surveys collected from tourists.
2.3. QUANTITATIVE / QUALITATIVE ANALYSIS
Quantitative research method, which is the most suitable method for the purpose of the research, has been utilized. As for research model was analyzed (PLS-Partial Least Squares) path analysis was used. Before the research model being tested, Cronbach’s Alpha coefficients, validity of convergent and discriminant are checked for all variables’ validity and reliability. Destination image that will involve to measurement model, validity of measurement model (CFA) oriented the perceived quality of destination and destination satisfaction were examined.
2.4. RESEARCH MODEL
The research model created to determine the purpose of the research is as follows:
2.5. RESEARCH HYPOTHESES
The hypotheses created based on the literature are as follows;
H1: The destination image positively affects the perceived quality of the destination.
H2: The destination image positively affects destination satisfaction.
H3: The perceived quality of the destination positively affects destination satisfaction.
H4: The perceived quality of the destination has a mediating role between the destination image and destination satisfaction.
3. FINDINGS AND DISCUSSION
3.1. FINDINGS as a RESULT of ANALYSIS
According to the results of the research, it has been determined that the image of the destination affects the perceived quality and satisfaction of the destination, and the perceived quality of the destination affects the satisfaction of the destination. One of the most important results of the research is that the perceived quality of the destination has a partial mediating role between the destination image and destination satisfaction.
3.2. HYPOTHESIS TEST RESULTS
All 4 hypotheses created for the purpose of the study have been accepted.
3.3. DISCUSSING the FINDINGS with the LITERATURE
It has been revealed that the destination image has effects on the perceived quality and satisfaction of the destination. Similarly, in their research (Milman and Pizam, 1995; Costro et al., 2007; Chen and Tsai, 2007; Chen, 2011), it has been exhibited that the destination image is influential on the perceived quality of the destination and it has been revealed (by Prayag, 2008; Prayag and Ryan, 2012; Blas and Carvajal Trujillo, 2014; Hosseini, 2015; Sarıipek et al., 2019) that the destination image has an effect on destination satisfaction.
The better the image of the destination in the mind of the tourist is, the better the perceived quality of the destination is. The destination image is also connected to destination satisfaction. With this research, it is revealed that the concept of destination satisfaction, which is a determining factor in the behavior of tourists, originates from the destination image, and then the satisfaction of the destination increases as a result of the quality services they offer.
4. CONCLUSION, RECOMMENDATION AND LIMITATIONS
4.1. RESULTS of the ARTICLE
It has been revealed that the destination image has effects on the perceived quality and satisfaction of the destination. It has been determined that the perceived quality of the destination has effects on destination satisfaction. In addition, with this research, it has been determined that the perceived quality of the destination has a mediating role between destination image and destination satisfaction.
4.2. SUGGESTIONS BASED on RESULTS
Destinations that want to create a good destination image in the consumer have to reveal the appropriate socio-cultural, economic and environmental conditions. While carrying out studies that emphasize the basic features of the destination, activities that will contribute to increasing the overall quality of the destination and increasing the satisfaction of the destination are required. Undoubtedly, the image of the destination created in the minds of tourists plays a major role in the formation of Manavgat's brand identity.
4.3. LIMITATIONS of the ARTICLE
There are several limitations in the research. The first constraint of the research is that the data collected from the tourists are obtained only from the Manavgat destination, and the results of the research cannot be generalized. It is another limitation of the research that the application is made only for foreign tourists and the local tourists are ignored