Turizm İşletmelerinde Rekreasyon Deneyiminin Memnuniyet ve Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisinde Otel İmajının Aracılık Rolü: Antalya İlinde Bir Uygulama
Özet Görüntüleme: 69 / PDF İndirme: 45
DOI:
https://doi.org/10.5281/zenodo.14556413Anahtar Kelimeler:
Rekreasyon Deneyimi, Memnuniyet, Otel İmajı, Tekrar Ziyaret Etme Niyeti, YemÖzet
Bu çalışmada, turizm işletmelerinde rekreasyon deneyiminin memnuniyet ve tekrar ziyaret etme niyeti üzerindeki etkisinde, otel imajının aracılık rolünün olup olmadığının tespit edilmesi amaçlanmıştır. İlgili araştırma, Antalya il sınırlarında beş yıldızlı turizm işletmesi olarak hizmet veren, otel işlemesinden rekreasyon anlamında hizmet alan müşteriler üzerinde yürütülmüştür. Araştırmanın amaçları doğrultusunda düzenlenen anket formu, gönüllü katılımcılara uygulanması sonucu 296 anket formuna ulaşılmıştır. Katılımcılardan elde edilen veriler, ilgili istatiksel analiz programında ML (Maximum Likehood) hesaplama yöntemiyle, birinci düzey doğrulayıcı faktör analizi (DFA) yapılmış ve kuramsal anlamda, ilgili modelin doğruluğu sağlanmıştır. Daha sonra aynı hesaplama yöntemiyle, basit etki ilişki ve aracılı yapısal modelin (YEM) test ve analizleri, YEM temelinde gerçekleştirilmiştir. Test ve analizler neticesinde, kurgulanan hipotezlerin sonuçlarına ilişkin tespitler yapılmıştır. Bu bağlamda: Rekreasyon deneyimi basit etki ilişkisi anlamında memnuniyeti olumsuz, tekrar ziyaret etme niyetini olumlu yönde etkilediği tespit edilmiştir. Rekreasyon deneyimi, otel imajının aracılık etki ilişkisinde, otel imajını olumlu, memnuniyet ve tekrar ziyaret etme niyetini olumsuz yönde etkilediği tespit edilmiştir. Otel imajı aracılık etki ilişkisi durumunda, tekrar ziyaret etme niyeti ve memnuniyeti olumlu yönde etkilediği tespit edilmiştir. Otel imajının, rekreasyon deneyimi ile memnuniyet ve tekrar ziyaret etme niyeti arasındaki ilişkiye aracılık ettiği tespit edilmiştir.
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