The mediating role of perceived quality on the effect of destination awareness and image in destination satisfaction and loyalty in meeting tourism

Authors : Nilgün TUZCU

Pages : 1-25

View : 56 | Download : 36

Publication Date : 2023-06-30

Article Type : Research Paper

Abstract :There are discrete dimensions in meeting tourism which influence guest satisfaction and loyalty, which also extend the seasonal impact, generate income, create employment opportunities, and help the promotion of the country and destination. Identifying the effects of these dimensions plays a crucial role in establishing the sustainability and competitive advantage of the destination. Accordingly, this study aims to explore the mediating role of perceived quality on the effect of destination awareness and image on destination satisfaction and loyalty in meeting tourism. Data used for analysis were obtained through face-to-face surveys administered to 500 voluntary participants who visited a five-star hotel operating in the Belek/Antalya tourism center in the context of meeting tourism. Structural equation modeling was used to analyze the research model. The data were analyzed using the statistical package programs SPSS 22.0 and AMOS 24.0. The analysis results uncovered that destination awareness and destination image bear direct effects on destination satisfaction and loyalty. Furthermore, partial mediating effects of perceived quality were identified on the impact of destination awareness and image on destination satisfaction and loyalty.
Keywords : Destinasyon farkındalığı, destinasyon imajı, destinasyon sadakati, destinasyon memnuniyeti, toplantı turizmi

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