Bozcaada Destinasyonu 3S Turizm Ziyaretçilerinin Davranışsal Niyetlerinin İncelenmesi

Yıl 2020, Cilt: 2 Sayı: 2, 101 - 108, 31.12.2020

Aziz Bükey

Öz

Bu araştırmanın amacı Bozcaada destinasyonunu deniz-kum-güneş üçlüsü (3s) kapsamında ziyaret eden turistlerin imaj ve tutum algılarının davranışsal niyetlerine etkisini belirlemektir. Nicel araştırma deseni doğrultusunda veri toplama yöntemi olarak anket formu kullanılmıştır. Kolayda örneklem metodu kullanılarak 256 katılımcıdan veri toplanmıştır. Araştırma modelinin test edilmesi için SPSS.23 istatistik programında regresyon analizi kullanılmıştır. Araştırma sonuçları incelendiğine 3s turizm imajının 3s turizme karşı tutuma olumlu yönde etkisi tespit edilmiştir. Ayrıca 3s turizme karşı tutumun ziyaret etme niyeti ve tavsiye etme niyetine olumlu yönde etki ettiği sonucuna ulaşılmıştır.

Anahtar Kelimeler

3s turizm imajı, 3s turizmine karşı tutum, 3s turizm, davranışsal niyet

Kaynakça

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