Turist Duyguları, Turist Memnuniyeti, Destinasyon Aşkı ve Destinasyon Sadakati Arasındaki Yapısal İlişkinin Belirlenmesi: Bozcaada Örneği (Determination of the Structural Relationship Between Tourist Feelings, Tourist Satisfaction, Love for Destination and Destination Loyalty: The Case of Bozcaada)
DOI:
https://doi.org/10.21325/jotags.2020.648Keywords:
Destination love, Destination loyalty, Tourist emotions, Tourist satisfaction, BozcaadaAbstract
With the increase in international tourist arrivals and tourism revenues, competition between destinations has become more challenging. In these competitive conditions, destinations need differentiation to increase their preferability and should protect existing tourism markets. In order to achieve these for tourism destinations, it is very important to create destination loyalty and a destination brand. In this study, the structural relationships between tourist emotions, tourist satisfaction, destination love and destination loyalty were examined. Using the convenience sampling method, data were collected with online survey from 448 tourists between 21/02/2020 and 2/05/2020. Explanatory and confirmatory factor analysis was applied to reveal the structures in the research. Research hypotheses were tested by structural equation modeling. As a result of the research, tourist emotions have positive effect on tourist satisfaction and destination love; destination love has positive effect on destination loyalty and tourist emotions, tourist satisfaction and destination love have positive effects on destination loyalty. According to the research results, some suggestions are offered for Bozcaada.
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