Investigation of the Relationship Between Destination Images and Behavioral Intentions of Local Tourists: The Case of Mersin

Abstract

In this study, the relationship between image perceptions and behavioral intentions of domestic tourists who visit Mersin is studied. In the study, 420 domestic tourists have been surveyed faceto- face, and 395 of them have been used for analysis. As a result of analysis, it’s found that the domestic tourists who visit Mersin have positive opinions for Mersin. It’s also found that participants show no difference in their opinions regarding to their marital status and education. On the other hand, it’s found that participants show difference in their opinions regarding to their ages, genders, incomes, and occupations. In the study, as a result of the analysis which is aimed at whether the image perceptions of participants for Mersin have affected their behavioral intentions, it’s found that positive image perceptions have affected positive behavioral intentions favorably.