A research on determining the destination image and perceived service quality of bleisure tourists visiting Afyonkarahisar

The aim of this research is to determine the perceived service quality and destination image of bleisure tourists visiting Afyonkarahisar. For this purpose, cognitive/perceptual destination image and perceived service quality scales were used in the research. The population of the research consists of bleisure tourists visiting Afyonkarahisar. A survey was conducted on bleisure tourists staying in 10 hotel businesses operating in the city center of Afyonkarahisar within the scope of the research, by choosing a sample to represent the universe. Between 21 October 2021 and 01 March 2022, 428 questionnaires were distributed to the participants and it was determined that 400 of the distributed questionnaires were suitable for analysis. The data obtained from the participants with the questionnaire technique were analyzed in the SPSS program and were analyzed using reliability analysis, descriptive statistics (factor analysis, percentage, frequency and arithmetic mean values), analysis of variance (ANOVA), t test and correlation analysis. According to the findings, a comparison analysis was made between the demographic findings of the bleisure tourists participating in the research and the variables. As a result of the analysis, significant differences were found in the image of the destination according to income level, in the dimension of cultural characteristics according to the length of stay, in the dimensions of tourism activities and activities, general cleanliness and transportation and destination image according to education level. As a result of the correlation analysis, it was determined that there was a relationship between the related variables. After the interpretation of the results obtained in the study, sectoral and academic suggestions were made on the subject.