Destinasyon Özelliklerinin ve Algılanan Destinasyon Kişiliğinin Davranışsal Niyetler Üzerindeki Etkisi: Şirince Örneği

Abstract

With globalization, competition conditions are difficult and consumers are in search of new destinations, making it necessary for destinations to differ from their competitors. At this point, destinations are trying to brand, just like businesses. Destination personality is also an important factor in the branding and preference of a destination. The personality of the destination provides a strong link between the visitor and the destination and can affect consumer behavior. Therefore, the destination personality that they will create with their unique features in terms of obtaining competitive advantage has an important place in terms of marketing. In this context, the aim of the research is to determine the effect of the destination characteristics and perceived destination personality that are effective in choosing Sirince on behavioral intentions. Another aim of the study is to examine whether the destination properties have an effect on the perceived destination personality. For this purpose, face-to-face questionnaires were applied to 388 domestic tourists visiting Sirince. As a result of the research, it was determined that the perceived destination personality has a significant effect on behavioral intentions and the destination properties affect the destination personality.