The Effect of Perceived Service Quality in Museums and Destination Image on Revisit Intention: The Example of Eskişehir

Abstract

In this research, it is aimed to reveal whether the opinions about the quality of the service after the museum visit and the general impressions formed after the actual destination experience affect the repeated trips. In this scope, 512 surveys compiled between 26.09.2020 and 29.11.2020 to domestic tourists who toured museums in Eskişehir province and had already visited the city were conducted face-to-face. Frequency, reliability, normality, correlation and regression analyzes were carried out on 476 questionnaires due to the incomplete and incorrect filling of 46 questionnaires by the visitors selected within the convenience and purposeful sampling method. As a result of statistical tests; it has been found that the quality of the service offered in the museums and the impressions integrated with the destination are in a significant and directly proportional relationship with the intention to come again. However, it has been determined that the quality of service in the museums affects the image of the destination and its renewed visits, as well as the intention of the area's image to come again. It is thought that this research will contribute to the relevant literature in terms of revealing that the quality of the service provided in the museums in the same region and the impressions about the destination should be positive for repeated visits to the regions.