The effect of country personality on destination choice and satisfaction

IF 0.5 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM
Erkan Akgoz, Hatice Sari Gok, Simge Salvarci, Kubra Celiloglu Aylan
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Abstract

The developments in the century we live in have also affected the tourism sector. In particular, competition between destinations has increased, and many new destinations have begun to be offered to tourists. This situation has caused the decision-making processes of tourists to become more complex. Because consumption preference decisions are affected by emotional as well as rational factors. Many factors play a role in tourists' destination choices and purchasing decisions. When we consider countries as destinations, country personalities can also influence the destination choice of tourists. From this point of view, it is aimed at determining whether the country’s personality as perceived by tourists visiting Turkey has an effect on their destination choice and satisfaction. It is known that a positive perception of country personality has a significant effect on consumers' destination choice and, accordingly, their satisfaction with the destination. In this context, first a conceptual framework was created, and then data were collected through face-to-face and online surveys with tourists. In the research, 395 of the questionnaires applied to foreign tourists visiting Turkey were evaluated. The data obtained in the study were analyzed with the SPSS statistical package program and discussed in terms of descriptive and inferential statistics. As a result of the analysis, it has been determined that there is a significant relationship between the country personality's destination choice and satisfaction. In addition, with the regression analysis, it was seen that the personality of the country positively affected both the destination choice decisions and satisfaction perceptions of the tourists.
国家人格对目的地选择和满意度的影响
我们所生活的这个世纪的发展也影响了旅游业。特别是,目的地之间的竞争加剧了,许多新的目的地已经开始向游客提供。这种情况使得游客的决策过程变得更加复杂。因为消费偏好决策既受感性因素的影响,也受理性因素的影响。旅游者的目的地选择和购买决策受到许多因素的影响。当我们将国家视为目的地时,国家个性也会影响游客的目的地选择。从这个角度来看,它旨在确定访问土耳其的游客所感知的国家个性是否会影响他们的目的地选择和满意度。众所周知,对国家个性的积极感知对消费者的目的地选择有显著影响,从而影响他们对目的地的满意度。在此背景下,首先创建了一个概念框架,然后通过与游客面对面和在线调查收集数据。在研究中,对395份用于访问土耳其的外国游客的问卷进行了评估。研究中获得的数据使用SPSS统计软件包程序进行分析,并从描述性统计和推理统计的角度进行讨论。分析结果表明,乡村人格的目的地选择与满意度之间存在显著的关系。此外,通过回归分析发现,国家个性对游客的目的地选择决策和满意度感知都有正向影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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