Examining relationships between precautionary measures taken for COVID-19 at the destination, service quality, brand equity and behavioral intention: a comparison market segments
ASIA PACIFIC JOURNAL OF TOURISM RESEARCH, cilt.27, sa.10, ss.1013-1030, 2022 (SSCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 27 Sayı: 10
- Basım Tarihi: 2022
- Doi Numarası: 10.1080/10941665.2022.2152355
- Dergi Adı: ASIA PACIFIC JOURNAL OF TOURISM RESEARCH
- Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, CAB Abstracts, Geobase, Hospitality & Tourism Complete, Hospitality & Tourism Index
- Sayfa Sayıları: ss.1013-1030
- Anahtar Kelimeler: Precautionary measures taken for COVID-19, destination service quality, destination brand equity, behavioral intention, visitor segmentation, multiple-group analysis, TOURISM DESTINATION, MODEL, LOYALTY, SATISFACTION, DIMENSIONS, ATTRIBUTES, TRAVEL, IMAGE
- Süleyman Demirel Üniversitesi Adresli: Evet
Özet
This study examines the relationships between the precautionary measures taken for COVID-19 (PMC) at the destination and destination service quality (DSQ), destination brand equity (DBE), and tourists' behavioral intention, and it also investigates the moderating role of PMC between these variables. In addition, this study also examines whether the relationship between the variables is different for domestic and international visitors, as well as being first-time/repeat visitors. The quantitative research method was implemented to test research hypotheses, and it was exploited the survey for research data. Overall, 423 valid data were collected from tourists who came to the Turkey-Fethiye destination between July and October 2021. The structural equation model was established, and was tested the research hypotheses with the help of path analysis. The findings showed that the PMC had significant impacts on tourists' perceptions of DSQ, DBE, and their behavioral intention. On the other hand, while the DBE and behavioral intention are positively affected by DSQ, the PMC has a moderating role in the relationships between these variables. Finally, the empirical results provide theoretical and practical implications for destination managers for the development of safety measures in tourism services and the design of effective actions to gain a competitive advantage.