Destinasyon Kişiliği ile Memnuniyet ve Davranışsal Niyetler Arasındaki İlişkilerin İncelenmesi: Gaziantep Örneği

Abstract

This study aimed to determine the locality of the destination of Gaziantep and to examine the relationship between the satisfaction and behavioral intentions of local tourists depending on the personality of the destination. For this purpose, in November and December of 2018, a survey was conducted to the local tourists visiting the Zeugma Mosaic Museum, Antep Castle and the Coppersmiths Bazaar. The questionnaire was prepared by adapting from the Brand Personality Scale of Aaker (1997). Data were analyzed by factor analysis, frequency analysis and correlation analysis to evaluate the questionnaire forms. According to the findings of the study, the destination of Gaziantep is composed of four dimensions called ‘‘modernity’’ ‘‘sincerity’’ ‘‘competence-exclusivity’’ and ‘‘serenity’’. As a result of the correlation analysis, it has been determined that there is a positive relationship between the dimensions of the destination personality and the satisfaction and behavioral intentions of the tourists.