The Effect of the Destination Image on the Revisit Intention: The Case of Kars

Abstract

The destination image, which is defined as the sum of the ideas, beliefs and impressions that the individual has about the destination, has a considerable influence on the destination preferences. The image perception can also affect the idea of the revisit of visited destination. Positive impressions can be determining in the revisit decision, so that it is possible to obtain repetitive economic returns in terms of destinations. In this study, it was tried to determine revisit intention of the consumers who visited the province of Kars by the eastern express. As a result of the research, it was determined that the revisit intention of the consumers differed according to the variables of gender, number of visiting, and the reason of visiting. When the effect of the destination image on the revisit intention is examined; it was seen that comfort/security, interest/adventure, natural state subdimensions affect revisit intention of consumers positively; the cultural facilitation sub-dimension affects the revisit intention negatively and the cultural similarity sub-dimension did not affect the revisit intention to visit again.