Abstract:

In recent years, it seems that in rapidly growing competition conditions, the destination management has begun to pay attention to the image subject perceived. The study is aimed at identifying the elements of the image in Gökçeada that tourists visit Gökçeada and the effects of these elements on the behavioral intention. In the study, a survey form consisting of two sections was used as a data collection tool. The sample of the study consists of 246 participants who visited Gökçeada in 2019. A measurement was established through the variables observed on the basis of the research model and literature to test their hypotheses. The measurement model was first applied to verifying factor analysis (DFA). The variables are then examined. Finally, the structural equality model (YEM) was tested to identify the relationship of variables with each other. The study has found that the entertainment that visitors perceive at the destination affects their behavioral intentions in a positive direction. In addition, the perception of visitors to Gökçeada as "value" has been made to be effective in their candidate re-visits. It can be said that the warm, intimate and emotional experience the people of Gökçeada’s destination offer to visitors has led visitors to advise their loved ones and to visit Gökçeada again.

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