Destinasyon Pazarlamasında Yere Bağlılık: Tekrar Ziyaret Niyeti Üzerindeki Etkileri
Place Attachment in Destination Marketing: Effects on Revisit Intention

Summary/Abstract: Purpose – This study aims to investigate the relationship between destination (place) attachment and revisit intention. Within this context, the study examines the effects of the dimensions of destination attachment (i.e., place dependence, place identity, and affective attachment) on revisit intention. Design/methodology/approach – A survey research design was employed in this study. The target population comprised visitors to Istanbul. Using a convenience sampling method, a total of 412 useable questionnaires were collected from both domestic and international tourists visiting Istanbul in the months of July and August 2019. To analyze the data, partial least squares structural equation modeling was employed since the data violate the multivariate normality assumption. Findings – The study indicates that tourists’ attachment to the destination positively and significantly influences revisit intention. All three dimensions of destination attachment (i.e., place dependence, place identity, and affective attachment) were found to have positive effects on revisit intention. Discussion – The study supports the place attachment theory in the context of tourism destinations. Results show that the greater the attachment to a destination, the more likely a tourist is to revisit that destination.

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