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Çalışmada, Türkiye’nin önemli dalış destinasyonlarından Kaş’ı ziyaret eden yerli ve yabancı turistlerin destinasyon ile ilgili sahip oldukları imajı oluşturan unsurların belirlenmesi ve bu unsurların turistlerin demografik değişkenlerine göre farklılık düzeylerinin ölçülmesi amaçlanmaktadır. Bu amaçla Haziran-Ağustos 2019 döneminde ilgili destinasyonu ziyaret eden yerli ve yabancı turistlere kendilerinin cevapladıkları toplam 300 anket formu ulaştırılmıştır. Geri dönüş sağlanan anketlerden 34 tanesi cevap kodlamalarının %50’sinden fazlasının boş bırakılmasından 22 tanesi ise aynı cevap alanının birden fazla kodlanmasından dolayı değerlendirme dışında bırakılmıştır. Yapılan analizler (SPSS) neticesinde (244 katılımcı) Kaş’ı ziyaret eden yerli ve yabancı turistlerin genel memnuniyet düzeylerinin (%68) ve tekrar ziyaret niyetlerinin (%66) yüksek destinasyon imajını genel değerlendirme düzeylerinin (%76) ve destinasyona duyulan arzu düzeylerinin (%78) ise çok yüksek düzeyde gerçekleştiği belirlenmiştir.
The study aims to identify the elements that make up the image that local and foreign tourists visiting Kaş from the main landscapes of Turkey have with regard to the destination and measure the levels of differences of these elements according to the demographic variables of tourists. For this purpose, a total of 300 survey forms have been sent to domestic and foreign tourists visiting the relevant destination in the period June-August 2019. 34 of the returned surveys left more than 50% of the response codes empty, while 22 were left out of evaluation due to more than one coding of the same response field. The results of the analysis (SPSS) (244 participants); the overall satisfaction levels of domestic and foreign tourists visiting Kaş (68) and the intentions of re-visiting (66) are high; the overall evaluation levels of the destination image (76) and the desire levels of the destination (78) are very high.
In this study, it is aimed to determine the elements of the image that domestic and foreign tourists have about Kaş, which is one of the major diving destinations in Turkey and to measure the difference levels of these elements in terms of demographic variables of tourists. For this purpose, a total of 300 questionnaires were delivered to domestic and foreign tourists visiting the destination in June-August 2019. Of the questionnaires, 34 were excluded from the evaluation because more than 50 % of the response codings were left blank and 22 were ecluded from the evaluation because the same answer field was coded more than one. As a result of the analysis (SPSS) (244 participants); it was determined that general satisfaction (68 %) and intention to revisit (66 %) levels of domestic and foreign tourists visiting Kaş were high; and it was determined that the levels of the overall assessment of the destination image (76 %) and the desire to destination (78 %) were very high.
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