Destinasyon marka değerinin destinasyon güveni ve tekrar ziyaret niyeti üzerine etkisi: Ziyaret sıklığının moderatör rolü

Yayınlanmış 25.03.2025
Anahtar Kelimeler
- Destination Brand Equity, Destination Trust, Revisit Intention, Visit Frequency
- Destinasyon Marka Değeri, Destinasyon Güveni, Tekrar Ziyaret Niyeti, Ziyaret Sıklığı
Nasıl Atıf Yapılır
Telif Hakkı (c) 2025 Emel Celep

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.
Nasıl Atıf Yapılır
Öz
Bu araştırmanın amacı, destinasyon marka değeri bileşeninin destinasyon güveni ve tekrar ziyaret niyeti üzerindeki etkisi ile destinasyon marka değerinin destinasyon güveni ve tekrar ziyaret niyeti üzerindeki etkisinde ziyaret sıklığının moderatör rolünün belirlenmeye çalışılmasıdır. Araştırma, önemli bir yerli ve yabancı turizm hareketliliği ve potansiyeline sahip bulunan Antalya ili, Manavgat, Side destinasyonunda gerçekleştirilmiştir. Araştırmanın örneklemini, Side destinasyonunu en az bir veya daha fazla ziyaret eden yabancı turistler oluşturmaktadır. Bu kapsamda, Side destinasyonunu ziyaret eden 391 yabancı turistle anket veri toplama tekniği kullanılarak bir araştırma gerçekleştirilmiştir. Elde edilen verilere yapısal eşitlik modellemesi aracılığı ile doğrulayıcı faktör analizi ve yol analizi uygulanmıştır. Araştırma sonucu elde edilen bulgulara göre; destinasyon marka değerinin destinasyon güveni üzerinde anlamlı bir etkisinin bulunduğu, destinasyon güveninin tekrar ziyaret niyeti üzerinde anlamlı bir etkisinin bulunduğu, destinasyon marka değerinin tekrar ziyaret niyeti üzerinde anlamlı bir etkisinin bulunduğu, destinasyon güveninin tekrar ziyaret niyeti üzerindeki etkisinde ziyaret sıklığının moderatör rolünün bulunduğu, destinasyon marka değerinin tekrar ziyaret niyeti üzerindeki etkisinde ziyaret sıklığının moderatör rolünün bulunduğu tespit edilmiştir.
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