Atıf Sayısı
5
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40
İndirme
10
Bu çalışmanın amacı, turistlerin destinasyon seçiminde tatile çıkmadan önce etkilendikleri bilgilerin ağızdan ağıza iletişim ve davranışsal niyet üzerine etkisini araştırmaktır. Araştırma, Edremit Körfezi bölgesine gelen 414 yerli turistle kolayda örnekleme yöntemi kullanılarak gerçekleştirilmiştir. Çalışmada kurulan teorik model yapısal eşitlik modellemesi ile test edilmiştir. Sonuç olarak önerilen kavramsal modele göre insanların tatile çıkmadan önceki bilgi arayışları artıkça tatilden döndükten sonra tatilleri hakkında olumlu veya olumsuz konuşma niyetleri artmaktadır. Eğer kişilerin olumsuz konuşma niyeti var ise yalnızca ağızdan ağıza olumsuz iletişimde bulunmaktadır ve olumlu ağızdan ağıza iletişim yapmamaktadırlar. Olumlu niyeti olan insanlar ise hem olumlu hem de olumsuz ağızdan ağıza iletişim yapmaktadırlar.
The aim of this study is to explore the impact of information that tourists have affected before they leave for vacation in their choice of destination on oral communication and behavioral intention. The research was carried out using easy sampling method with 414 indigenous tourists from the Edremit Gulf region. The theoretical model founded in the study was tested with structural equality modeling. As a result, according to the conceptual model suggested, people's search for information before leaving the vacation increases their intentions to speak positive or negative about their vacation after returning from the vacation. If people have a negative intention of speaking, they are only in negative communication from mouth to mouth and they do not communicate from positive mouth to mouth. People with positive intentions communicate both positively and negatively.
The aim of this study is to investigate the effect of the information that tourists are affected by in their destination selection before going on vacation on word-of-mouth communication and behavioral intention. The research was carried out using the convenience sampling method and data collected from 414 local tourists in Gulf of Edremit region via questionnaire. AMOS package program was used in the study and the established theoretical model was tested by structural equation modeling. As a result, it is found that, individuals with high information search during their holyday decision making tend to share more information about their holyday after they return back to home, either positive or negative. Individuals with negative intention to speak tend spread the negative word by word-of-mouth, but not positive. Whereas, individual with positive intention to speak spread the both positive and negative about their vacations by word-of-mouth.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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