Original scientific paper

https://doi.org/10.22598/at/2020.32.1.75

DESTINATION PERSONALITY IMPACTS ON THE SATISFACTION AND BEHAVIORAL INTENTIONS: A CASE OF PAMUKKALE – HIERAPOLIS SITE

Lütfi Atay ; Canakkale University Faculty of Tourism, Turkey
Serkan Türkmen orcid.org/0000-0002-0921-6102 ; Canakkale University Faculty of Tourism, Turkey,
Mustafa Carus

Abstract

Destination personality is one of the major brand components that differentiates a location from its competitors. This research was intended to identify the effects of destination personality on tourist satisfaction and behavioral intentions using Pamukkale, one of Turkey’s leading cultural heritage and tourism centers. The research data were obtained by convenience sampling through a face-to-face questionnaire given to 350 domestic tourists who stayed in hotels located in Pamukkale-Hierapolis from April to June 2018. Factor and regression analyses were carried out for the data. The research findings indicate that perceived destination personality for Pamukkale-Hierapolis had four dimensions: competence-sophistication, natural-happy, sincerity and ruggedness, which had positive effects on destination loyalty and behavioral intentions among visitors. This research determined that a positive perception of destination personality had a very important role in increasing destination satisfaction and predicting future behaviors of tourists for the destination they visited.

Keywords

destination personality; destination satisfaction; behavioral intentions

Hrčak ID:

240521

URI

https://hrcak.srce.hr/240521

Publication date:

30.6.2020.

Article data in other languages: croatian

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