The Mediating Role of Destination Values in the Effect of Word of Mouth Communication on Visitor Satisfaction: Midyat Case
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2025
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Abstract
Çalışmanın temel amacı, Midyat bölgesinde ziyaretçi memnuniyeti üzerindeki ağızdan ağıza iletişimin etkisini ortaya çıkarmak ve ağızdan ağıza iletişim ile ziyaretçi memnuniyeti arasındaki dolaylı etkide kültürel destinasyon imajının bir aracı değişken olarak rolünü incelemektir. Verilerin toplanması için nicel araştırma yöntemi kullanılmıştır. Elde edilen veriler SPSS 26 (Demo) istatistik programı ile analiz edilmiştir. Güvenilirlik ve geçerlilik analizleri yapılmış ve tüm değişkenler için değerlerin iyi olduğu belirlenmiştir. Çalışma hipotezlerini test etmek ve doğruluğunu değerlendirmek amacıyla, kolayda örnekleme yöntemiyle 454 kişiden anket yoluyla veri toplanmıştır. Regresyon analizi SPSS 26 (Demo) Hayes PROCESS v4.2 programı kullanılarak gerçekleştirilmiştir. Sonuçlar, ağızdan ağıza iletişimin ziyaretçi memnuniyetini etkilediğini göstermiştir. Ayrıca kültürel destinasyon imajının ziyaretçi memnuniyeti üzerinde anlamlı ve olumlu bir etkisi olduğu belirlenmiştir. Bunun yanı sıra sonuçlar, kültürel destinasyon imajının ağızdan ağıza iletişim ile ziyaretçi memnuniyeti arasındaki ilişkide aracılık etkisi olduğu tespit edilmiştir. Çalışmanın sonuçlarına dayanarak, ziyaretçileri teşvik etmeye yönelik bir dizi öneri sunulmuş ve aracılığa ilişkin tüm hipotezlerin anlamlı olması sebebiyle kültürel destinasyon imajının hem bilişsel hem de duygusal aracılık rolü olduğu desteklenmektedir. Bölgenin kültürel destinasyon imajını, duygusal ve bilişsel yönlere odaklanarak güçlendirmek ve ziyaretçiler arasında kültürel sembolleri vurgulayan, bu kültürel sembollerin anlaşılmasını artıran turizm girişimlerinin sağlanması; kültürel destinasyon imajına dayalı turizme katkı sağlamaktadır. Bu bağlamda destinasyon yönetimi stratejilerine yönelik içgörüler sunarak; turizm alanındaki bilimsel araştırmaların önemini vurgulamaktadır.
The main purpose of the study is to reveal the effect of word-of-mouth communication on visitor satisfaction in Midyat region and to examine the mediating role of cultural destination image in the relationship between word-of-mouth communication and visitor satisfaction. Quantitative method was used to collect the data. The obtained data were analyzed using SPSS 26 (Demo) statistical program. Reliability and validity analyses were performed, and it was determined that the reliability coefficient was at good ratio for all variables. In order to test the hypothesis data were collected from 454 people through a survey using convenience sampling technique. Regression analysis was performed using SPSS 26 (Demo) Hayes PROCESS v4.2 program. The results showed that word-of-mouth communication affects visitor satisfaction. Additionally, it has been determined that the cultural destination image has a significant and positive impact on visitor satisfaction. Based on the results of the study, a series of recommendations have been proposed to encourage visitors, and since all mediation-related hypotheses were found to be significant, it is supported that the cultural destination image plays a mediating role both cognitively and emotionally. Strengthening the cultural destination image of the region by focusing on its emotional and cognitive aspects, and implementing tourism initiatives that highlight cultural symbols and enhance their understanding among visitors, contributes to tourism based on the cultural destination image. Additionally, it contributes to tourism based on the cultural destination image and highlights the importance of scientific research in tourism by providing insights into destination management strategies.
The main purpose of the study is to reveal the effect of word-of-mouth communication on visitor satisfaction in Midyat region and to examine the mediating role of cultural destination image in the relationship between word-of-mouth communication and visitor satisfaction. Quantitative method was used to collect the data. The obtained data were analyzed using SPSS 26 (Demo) statistical program. Reliability and validity analyses were performed, and it was determined that the reliability coefficient was at good ratio for all variables. In order to test the hypothesis data were collected from 454 people through a survey using convenience sampling technique. Regression analysis was performed using SPSS 26 (Demo) Hayes PROCESS v4.2 program. The results showed that word-of-mouth communication affects visitor satisfaction. Additionally, it has been determined that the cultural destination image has a significant and positive impact on visitor satisfaction. Based on the results of the study, a series of recommendations have been proposed to encourage visitors, and since all mediation-related hypotheses were found to be significant, it is supported that the cultural destination image plays a mediating role both cognitively and emotionally. Strengthening the cultural destination image of the region by focusing on its emotional and cognitive aspects, and implementing tourism initiatives that highlight cultural symbols and enhance their understanding among visitors, contributes to tourism based on the cultural destination image. Additionally, it contributes to tourism based on the cultural destination image and highlights the importance of scientific research in tourism by providing insights into destination management strategies.
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İşletme, Business Administration
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157