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.2020.648Anahtar Kelimeler:
Destinasyon aşkı- Turist duyguları- Turist memnuniyeti- Destinasyon sadakati- BozcaadaÖz
Uluslararası turist sayılarında ve turizm gelirlerindeki artışla birlikte destinasyonlar arasındaki rekabet daha zorlu hale gelmiştir. Bu rekabet şartları içerisinde destinasyonlar tercih edilebilirliklerini artırmak için farklılaşmaları ve mevcut turizm pazarlarını korumaları gerekir. Bu durumun sağlanması için destinasyon sadakatinin oluşturulması ve destinasyon markasının yaratılması çok önemlidir. Bu çalışmada, Bozcaada’yı ziyaret eden turistler üzerinden turist duyguları, turist memnuniyeti, destinasyon aşkı ve destinasyon sadakati arasındaki yapısal ilişkiler incelenmiştir. Kolayda örnekleme yöntemi kullanılarak 21/02/2020-2/05/2020 tarihleri arasında 448 turistten online ortamda veri toplanılmıştır. Araştırmadaki yapıları ortaya çıkarmak için açıklayıcı ve doğrulayıcı faktör analizi uygulanmıştır. Araştırma hipotezleri yapısal eşitlik modellemesi ile test edilmiştir. Araştırma sonucunda turist duygularının turist memnuniyeti ve destinasyon aşkını olumlu etkilediği; destinasyon aşkının destinasyon sadakatini olumlu etkilediği ve turist duyguları, turist memnuniyeti ve destinasyon aşkının destinasyon sadakatini olumlu etkilediği tespit edilmiştir. Elde edilen sonuçlar doğrultusunda Bozcaada için bazı öneriler sunulmuştur.
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