Destinasyon Aşkının Destinasyon Sadakati Üzerindeki Etkisi: Bozcaada Örneği

Abstract

It is very important that destinations create loyalty to be able take part in global competitive environment and attract more visitors. Destination is one of the important brand concepts that help differentiate destinations and positively affect destination loyalty. Therefore, in order to create successful sense of loyalty on the tourists, destinations should concentrate on concept of a sense of love which can have positive effect on the tourist behavior. Accordingly, the aim of this study is to determine the effect of destination of local tourists for Bozcaada on destination loyalty. In this context, 183 online surveys were collected from local tourists using convenience sample method. For the purpose of the study, explanatory factor and multiple regression analysis were applied to test structures and research hypothesis. As result of this study, the “passionate love” factor of destination has positive effect on destination loyalty and “emotional commitment and brand self” factor of destination has no significant effect on destination loyalty.