THE EFFECT OF DESTINATION PERSONALITY ON VISITOR SATISFACTION: A RESEARCH ON TOURISTS VISITING MARDİN

Abstract

One of the factors influencing tourists’ satisfactions about a destination they visit is destination’s personality features. In this study, it was aimed to investigate the effect of destination personality perceptions of domestic tourists visiting Mardin on their visitor satisfactions. Within the scope of the study conducted via random sampling method, data was gathered via survey technique by 403 domestic tourists visiting Mardin between February 2018 and August 2018. In order to measure destination personality, Destination Personality Scale created by Uşaklı and Baloğlu (2011) and developed by Chen and Phou (2013) with 30 items was used. Moreover, to measure visitor satisfaction, a combined scale prepared after literature review was used. The data gathered via survey form, was analysed through SPSS 22.0 program. In conclusion, the result that there is significant and positive effect of destination personality features of Mardin on visitor satisfaction was reached.