Abstract:

The purpose of this research is to study the concept of tourism on the islands, Liu vd. Tsaur vd with the Destination Attraction Scale developed by (2017) (2016) is the adaptation of the Destination Brand Identity Scale to the Turkish. The research has been studied on the validity and reliability of the structural scales. Explanatory Factor Analysis (AFA) examines the structural validity of the scales. The AFA (Explanatory Factor Analysis) resulted in a three-factor structure that describes 62,968 percent of the total variance. For the Destination Brand Identity Scale, a 6 factor structure has been obtained that describes 62,030% of the total variance. Then, by conducting the verifying factor analysis (DFA) study, the model conformity index and reliability of the scales are calculated. According to the Verification Factor Analysis (DFA) results, the Destination Attraction Scale has found that the model conformity index (X2=279,615 X2/df =1,877, RMSEA=0,074, GFI=0,854, CFI=0,929, SRMR=,0609) is at the current level. The DFA analysis found that the model conformity index (X2=.547,486, X2/df =1,935, RMSEA=0,077, GFI=0,856, CFI=0,912, SRMR=0,0588) was within acceptable conformity limits. The reliability analysis found that the calculated (α) value of the Destination Attraction Scale was 0.872, the Destination Brand Identity Scale (α) value was 0.810 and the scales were reliable. The findings found that the conformity index in two scales was acceptable and that all factors were linked to each other at a positive and meaningful level.

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