Cilt 13 Sayı 1 (2025): Business & Management Studies: An International Journal
Makaleler

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

Emel Celep
Dr. Öğr. Üyesi, Selçuk Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Konya, Türkiye

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

Destinasyon marka değerinin destinasyon güveni ve tekrar ziyaret niyeti üzerine etkisi: Ziyaret sıklığının moderatör rolü. (2025). Business & Management Studies: An International Journal, 13(1), 357-378. https://doi.org/10.15295/bmij.v13i1.2517

Nasıl Atıf Yapılır

Destinasyon marka değerinin destinasyon güveni ve tekrar ziyaret niyeti üzerine etkisi: Ziyaret sıklığının moderatör rolü. (2025). Business & Management Studies: An International Journal, 13(1), 357-378. https://doi.org/10.15295/bmij.v13i1.2517

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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