Within the scope of touristic product diversification the effect of service quality of museums on destination image and on the revisit intention: The case of Eskisehir

In the tourism market, due to the changing travel trends of tourists, it is necessary to implement diversification strategies in touristic products at the point of gaining competitive advantage. In this context, museum tourism and new museum types are being developed as an alternative. However, the failure to carry out studies that reveal the strength of the service quality offered in museums during the development phase also causes this area to progress in an uncontrolled manner. In this context, the aim of the study is to examine the impact of the perceived quality of service in museums on the image of the destination and its intention to revisit. A face-to-face survey technique was applied between 26.09.2020 and 29.11.2020 to 512 local tourists from the museum visitors in Eskisehir, which were selected with the easy and purposeful sampling method. Exploratory factor analysis, Ki Square, ANOVA and T test correlation and regression analysis were conducted within 476 available survey forms. In the results; it has been determined that the level of education significantly differentiates according to the number of visits to the city before, the frequency of visiting museums in the last five years, the quality of service in the museums, ideas about the destination and repetitive visits. In addition, it was found that women approached more positively to the service offered in museums, the image of the city and re-trips. It was also understood that the married people liked the service in the museums more, and they wanted the recurring visit more for their singles. It has also been observed that impressions of the destination and repetitive departures also differed significantly according to previous visits to the city and the frequency with which the service provided in museums has gone to museums over the past five years. Finally, it has been determined that the quality of service in the museums affects the image of the destination and its renewed visits, as well as the intention of the area's image to come again. This framework it has been proposed that a focus should be on improving the service in museums at the stage of a good destination image and sustainability of visits.