THE EFFECT OF DESTINATION IMAGE ON DESTINATION SATISFACTION AND THE MEDIATING ROLE OF PERCEIVED QUALITY OF DESTINATION: THE CASE OF MANAVGAT

DESTİNASYON İMAJININ DESTİNASYON MEMNUNİYETİNE ETKİSİ VE DESTİNASYONUN ALGILANAN KALİTESİNİN ARACI ROLÜ: MANAVGAT ÖRNEĞİ

Abstract

1. LITERATURE 1.1. RESEARCH SUBJECT The social, cultural and economic effects of tourism are increasing day by day. Its economic effects are of vital importance, especially for the development of touristic destinations (Çelik and Doru, 2016). Accordingly, the image is an important element in order to increase the economic effects in the destination. Because it is observed that destination image influences the quality perceived by the tourist from the service (Öztürk and Şahbaz, 2019), the satisfaction of tourist from the visit (Chi and Qu, 2008), intention to revisit and recommending behavior (Bigne, Sanchez and Sanchez, 2001; Sevim, Seçilmiş and Görkem, 2013) and in short, many tourist behaviors (Tasci, Gartner and Cavusgil, 2007; Tasci and Gartner, 2007; Tasci, 2009). With all these aspects, the positive development of tourist behaviors also ensures the economic development of destinations. In summary, the subject of the research is the image of the Manavgat destination and the relationship between the perceived quality of the destination and the destination satisfaction. 1.2. RESEARCH PURPOSE AND IMPORTANCE uniqueness and importance of the study. The purpose of the research is to determine the effect of the image of Manavgat destination on perceived quality and satisfaction, as well as the effect of perceived quality on satisfaction. In addition, it is another aim of the research to reveal the mediating role of the perceived quality of the destination in the relationship between destination image and satisfaction. All these aims set out exhibit the 1.3. CONTRIBUTION of the ARTICLE to the LITERATURE Destination image is the general picture that occurs in the minds of tourists visiting the destination. The formation of the image in the destinations is important in the positive emergence of this picture. Natural and cultural resources, infrastructure and superstructure, socio-economic and social conditions and natural environment play a role in the formation of the image (Beerli and Martin, 2004; San Martin and Rodriguez, 2008; Sun, Geng-Quing and Xu, 2013). In addition, it is observed that the destination image has an effect on the perceived quality of the destination (Chen, 2011) and destination satisfaction (Özdemir, 2007; Kozak, Bigne and Andreau, 2004; Pizam, Neumann and Reichel, 1978). However, since the number of studies examining the mediating role of the perceived quality of the destination in the relationship of destination image with destination satisfaction is limited, it is thought that this study will contribute to the literature in this aspect. 2. DESIGN AND METHOD 2.1. RESEARCH TYPE This is a practical study for foreign tourists coming to Manavgat by utilizing quantitative research methods. 2.2. DATA COLLECTION METHOD The survey technique, which is one of the quantitative research methods, has been used to test the models and hypotheses were created for the purpose of the research. Analyzes have been carried out on 290 surveys collected from tourists. 2.3. QUANTITATIVE / QUALITATIVE ANALYSIS Quantitative research method, which is the most suitable method for the purpose of the research, has been utilized. As for research model was analyzed (PLS-Partial Least Squares) path analysis was used. Before the research model being tested, Cronbach’s Alpha coefficients, validity of convergent and discriminant are checked for all variables’ validity and reliability. Destination image that will involve to measurement model, validity of measurement model (CFA) oriented the perceived quality of destination and destination satisfaction were examined. 2.4. RESEARCH MODEL The research model created to determine the purpose of the research is as follows: 2.5. RESEARCH HYPOTHESES satisfaction. +H2 +H3 +H4 Destination Satisfaction The hypotheses created based on the literature are as follows; H1: The destination image positively affects the perceived quality of the destination. H2: The destination image positively affects destination satisfaction. H3: The perceived quality of the destination positively affects destination satisfaction. H4: The perceived quality of the destination has a mediating

Özet

Bu çalışmada destinasyon imajının; destinasyonun algılanan kalitesi ve destinasyon memnuniyetine, destinasyonun algılanan kalitesinin de destinasyon memnuniyetine etkileri araştırılmıştır. Aynı zamanda destinasyon imajı ile destinasyon memnuniyeti arasındaki ilişkide destinasyonun algılanan kalitesinin aracılık rolüne bakılmıştır. Bu araştırmanın evreni Manavgat’a gelen yabancı turistlerdir. Anket uygulaması 1 Nisan- 31 Mayıs 2019 tarihleri arasında kolayda örnekleme tekniği ile gerçekleştirilmiş ve toplamda 290 anket toplanmıştır. Araştırma modelinin analiz edilmesinde ise kısmi en küçük kareler (PLS-partial least squares) yo l analizi kullanılmıştır. Veriler SPSS 22.00 ve SmartPLS 3.3.0 istatistik programından faydalanılarak test edilmiştir. Araştırma modeline ilişkin; doğrusallık, yol katsayıları, R2 ve etki büyüklüğünü (f2) hesaplamak için PLS algoritması; tahmin gücünü (Q2) hesaplamak için ise Blindfolding analizi çalıştırılmıştır. PLS yol katsayılarının anlamlılıklarını değerlendirmek için gerekli olan t-değerleri için 5000 alt örneklem alınarak Bootstrapping analizi gerçekleştirilmiştir. Araştırma sonuçlarına göre; destinasyon imajının destinasyonun algılanan kalitesi ve destinasyon memnuniyeti üzerinde anlamlı etkileri olduğu anlaşılmıştır. Öte yandan destinasyon imajı ile destinasyon memnuniyeti arasında destinasyonun algılanan kalitesinin kısmi aracılık rolü olduğu tespi t edilmiştir. Destination Image JEL Codes: L83 Perceived Quality of Dest Z33 1Dr. Öğretim Üyesi, Akdeniz Üniversitesi, [email protected], ination Destination Satisfaction Manavgat https://orcid.org/0000-0002-3660-7096 2Dr. Öğretim Görevlisi, Burdur Mehmet Akif Ersoy Üniversitesi, [email protected], https://orcid.org/0000-0001-8647-3375 Business & Management Studies: An International Journal Vol.:8 Issue:2 Year:2020, 1753-1776 Bu makale , araştırma ve yayın etiğ ine uygun hazırlanmış ve intihal taramasından geçirilmiştir.