The Effect of Gökçeada's Image on Behavioral Intentions of Domestic Tourists

Abstract

Nowadays, it is seen that destination management has begun to give importance to the subject of perceived image in the rapidly increasing competitive conditions. With this study, it is aimed to determine the elements of Gökçeada image perceived by tourists visiting Gökçeada and to examine the effects of these elements on behavioral intention. A questionnaire form consisting of two parts was used as a data collection tool in the study. The sample of the research consists of 246 participants who visited Gökçeada in 2019. In order to test the hypotheses in the research, a measurement model was established based on the research model and the literature through the observed variables. Confirmatory factor analysis (CFA) was first applied to the measurement model. Then, the reliability coefficients of the variables were examined. Finally, in order to determine the relationship between variables, a structural equation model (SEM) was established and tested. As a result of the study, it has been determined that the perceived entertainment at the destination positively affects the behavioral intentions of the visitors. In addition, it has been concluded that visitors’ perceiving of their visits as "valuable" will be effective in their repeat visits to the island. It can be said that the warm, sincere and emotional experience offered by the people of the Gökçeada destination to its visitors caused the visitors to recommend to their relatives and to visit Gökçeada again.