Destinasyon İmajı, Algılanan Değer, Turist Tatmini ve Davranışsal Niyet Arasındaki ilişki: Safranbolu Örneği
The Relationship Between Destination Image, Perceived Value, Tourist Satisfaction, and Behavioral Intention: The Case of Safranbolu

Summary/Abstract: Safranbolu, which is on the World Heritage List, stands out as one of the most important cultural tourism destinations in the Western Black Sea Region with its buildings that successfully preserve Ottoman architecture and traditional urban fabric. Safranbolu, which attracts increasing national and international attention with its historical and tangible cultural heritage, attracts more and more visitors every year thanks to its cultural richness and unique architecture. This strengthens Safranbolu's position in cultural tourism and increases the sustainable tourism potential of the destination. The increasing number of visitors makes a significant contribution to both the economic development of Safranbolu and its touristic value, which reinforces its role as a world heritage site. This study analyses how the importance of Safranbolu as a cultural heritage is perceived by domestic tourists and the effects of this perception on tourism experience. Although there are studies in the literature on the relationships between destination image, perceived value, tourist satisfaction and behavioural intention, these studies have focused on large-scale or popular tourism destinations and are limited in terms of cultural heritage destinations and especially destinations on the World Heritage List. It is thought that a more in-depth examination of these relationships for destinations such as Safranbolu, which stands out with its unique architecture and historical buildings, will fill an important gap in the literature. In this context, the study aims to analyse the relationships between destination image, perceived value, tourist satisfaction and behavioural intention of domestic tourists visiting Safranbolu World Heritage City. For this purpose, quantitative research method was used in the study and questionnaire technique was preferred as data collection technique. In the study, which included 410 domestic tourists in total, the data obtained by using SPSS programme were subjected to analyses. In the analysis of the data, explanatory factor analysis, reliability analysis, correlation and regression analyses were used. In the data analysis process, firstly, explanatory factor analysis was applied to evaluate the tendency of the questionnaire items to be grouped under certain factors. This step was carried out to test the construct validity of the data set in accordance with the conceptual framework of the study. Reliability analysis was conducted using Cronbach's Alpha coefficient to measure the internal consistency of the data set. This is an important step to consolidate the reliability and consistency of the questionnaire. Correlation analysis was conducted to determine the direction and strength of the relationships between the variables. This analysis aims to reveal the potential relationships between destination image, perceived value, tourist satisfaction and behavioural intention. Finally, regression analysis was used to examine the effects of independent variables on dependent variables in more depth. This analysis is particularly important for understanding the effects of destination image on perceived value, tourist satisfaction and behavioural intention. This study examined the relationships between destination image, perceived value, tourist satisfaction and behavioural intention. According to the findings, it has been concluded that destination image consists of 3 subdimensions: information services, food and tourism enterprises and that these dimensions positively affect perceived value. Similarly, it was determined that perceived value increases tourist satisfaction and at the same time perceived value strengthens behavioural intention. In addition, a positive relationship was found between tourist satisfaction and behavioural intention. One of the key findings of the study is that domestic tourists perceive Safranbolu’s value positively. Tourists felt safe and happy during their visit to Safranbolu and left this destination with a high level of satisfaction. Moreover, the high behavioural intentions of domestic tourists reveal their willingness to visit Safranbolu again and their tendency to recommend this destination to their close circles. Accordingly, the touristic attractiveness of Safranbolu and the lasting positive impression it leaves on its visitors are emphasised. These findings provide valuable contributions to the development of tourism management and marketing strategies for cultural heritage destinations and constitute an important step towards filling the gap in the literature. Especially for World Heritage Listed destinations such as Safranbolu, such studies are critical for optimising tourist experiences and ensuring the sustainability of the destination.

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