UNUTULMAZ TURİZM DENEYİMLERİNİN TEKRAR ZİYARET NİYETİ VE TAVSİYE ETME DAVRANIŞINA ETKİSİ: UKRAYNALI TURİSTLER ÜZERİNDE BİR ARAŞTIRMA

Abstract

The main purpose of the study is to investigate the effect of memorable tourism experiences of Ukrainian tourists on the recommendation behavior and revisit intention. Data of the research were collected from 400 Ukrainian tourists by means of a questionnaire form. The questionnaire form contained three sections. In the first part, respondents were asked about their socioeconomic and demographic characteristics. In the second part, there are 2 items to determine the recommendation behavior and revisit intention. And, a scale in the third part 24 items about the memorable tourism experiences of tourist is located. Data collection was carried out 22 April-3 August 2018 in the Ukraine. The data obtained were subjected to analysis using SPSS Statistics 21.0 program. The descriptive statistics, factor analysis and multiple linear regression analysis was used for the data analysis. According to the results of factor analysis, the memorable tourism experiences has been composed of seven dimensions which are hedonism, involvement, novelty, meaningfulness, refreshment, local culture and knowledge. Findings of the research show that levels of dimensions of memorable tourism experiences, recommendation behavior and revisit intention were good levels. The findings show that, the dimensions of the memorable tourism experiences significantly explain recommendation behavior and revisit intention. But, it was determined that, the revisit intention positively influenced memorable tourism experiences more than recommendation behavior. The findings indicate that the most influence factor both recommendation behavior and revisit intention is the local culture. However, knowledge and novelty dimensions do not affect both of recommendation behavior and revisit intention.