Algılanan Benzerlik ve Tatmin ile Yer Bağlılığı Öncüllerinin Destinasyon Sadakatine Etkileri (The Effects of antecedents of Perceived Similarity, Satisfaction, and Place Attachment on Destination Loyalty)
DOI:
https://doi.org/10.21325/jotags.2025.1606Keywords:
Mardin, Destination loyalty, Perceived similarity, Perceived satisfaction, Place attachmentAbstract
This study examines the impact of perceived destination similarity, satisfaction, and place attachment on past and future destination loyalty. Data were collected through a questionnaire administered to 211 domestic tourists who visited Mardin between June 2024 and August 2024, using a convenience sampling method. The research model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived destination satisfaction significantly influences past and future destination loyalty. Similarly, place attachment was found to have a significant effect on past and future destination loyalty. In contrast, while perceived destination similarity affects past destination loyalty, it does not have a significant impact on future destination loyalty. Furthermore, the antecedents of perceived destination similarity, place attachment, and perceived destination satisfaction collectively explain 56% of the variance in past destination loyalty and 72% of the variance in future destination loyalty.
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