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Çalışmada, Türkiye’nin en çok turistik tüketici alan altıncı destinasyonu Kapadokya bölgesini ziyaret eden turistik tüketicilerin satın alma öncesi beklentilerinin, satın alma sonrası değerlendirmelerinin, genel memnuniyet düzeylerinin ve destinasyonu tekrar ziyaret etme niyetlerinin belirlenmesi amaçlanmaktadır. Araştırma analizleri neticesinde destinasyonda turistik tüketicilerin satın alma öncesi beklentilerinin ve satın alma sonrası değerlendirmelerinin konaklama ve yiyecek hizmetleri, ulaşım hizmetleri, genel korunmuşluk ve temizlik, turistik aktiviteler ve çekicilikler, misafirperverlik düzeyi ve genel turistik fiyat düzeyi boyutları kapsamında oluştuğu belirlenmiştir. Ayrıca turistik tüketicilerin genel memnuniyet düzeyleri ile destinasyonu tekrar ziyaret niyetleri arasında da yüksek düzeyde bir ilişkinin varlığı tespit edilmiştir. Buna göre destinasyonda turistik tüketicilerin memnuniyet düzeyleri arttıkça destinasyonu tekrar ziyaret niyetleri artarken, destinasyondan memnuniyet düzeyleri azaldıkça destinasyonu tekrar ziyaret niyetleri de azalmaktadır.
The study aims to determine the pre-buy expectations of tourist consumers visiting the seventh most tourist consumer area of Turkey, the Cape Town region, their post-buy assessments, their overall satisfaction levels and their intentions to re-visit the destination. The research analytics have found that the pre-buy expectations and post-buy assessments of tourist consumers at the destination are formed within the scale of accommodation and food services, transport services, general conservation and cleaning, tourist activities and attractions, hospitality levels and general tourist price levels. There has also been a high level of relationship between the general satisfaction levels of tourist consumers and the intentions to visit the destination again. As the satisfaction levels of tourist consumers are increasing, the intention to visit the destination is increasing, and the satisfaction levels of the destination are reduced, the intention to visit the destination is reduced.
In this research, it is aimed to determine pre-purchase expectations, post-purchase evaluations, general satisfaction level and revisiting intention of tourists who have visited the Cappadocia, one of the most demanded destinations in domestic and foreign tourism markets of Turkey. For this purpose, a total of 500 questionnaires were delivered to the tourists who were spending their holidays at the destination. Of the questionnaires collected 32, due to coding of the same answer to each question and 23, due to leaving more than %50 of the answer codes empty were excluded from the evaluation. 445 questionnaires were included in the evaluation part of the research and the return rate of questionnaires was %89. The data obtained from questionnaire forms as a result of the research were recorded on the computer and a date set was created. The data set was statistically analyzed in Statistical Package for the Social Science (SPSS) statistical program which is widely used in social sciences studies. In this context, related destination was evaluated with accommodation and food-beverage services, transportation services, general protection/immunity and cleanliness, tourist activities and attractions, hospitality level and general tourist price level dimensions. As a result of the Paired Sample T Test, it was determined that satisfaction evaluations exceeded the expectation level in all evaluation dimensions of tourists who have visited the Cappadocia. Besides, a high, meaningful and positive relation was detected between tourists’ general satisfaction level and their intention to revisit the destination. This relation was interpreted as when tourists’ satisfaction level increases, so does their intention to revisit the destination, when their satisfaction level of the destination decreases their intention to revisit the destination also decreases.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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