The effect of local tourists' personality traits and travel motivations on travel satisfaction and destination loyalty: Antalya case

This study aims to reveal the effect of personality structures and travel motivations on the travel satisfaction and destination loyalty of local tourists who spend their vacation in Antalya. For this purpose, the literature was reviewed and scales related to the research variables were determined. Personality and travel motivation scales, previously adapted from English to Turkish, were included in the study as they were in the original research, in constrast, travel satisfaction and destination loyalty scales were translated into Turkish. In the study conducted on local tourists going on holidays during the pandemic period, a total of 1307 data were collected through an online survey. The data were randomly divided into two groups and exploratory factor analysis was applied to all scales in the data set consisting of 701 data, and confirmatory factor analysis was applied to all scales in the data set consisting of 606 data. The research model was tested using structural equation modeling. It was found that personality did not have a significant effect on travel satisfaction but had a significant effect on destination loyalty; travel motivation had a significant effect on travel satisfaction, but did not have a significant effect on destination loyalty; travel satisfaction had a significant effect on destination loyalty.Travel satisfaction mediated the relationship between personality and destination loyalty and the relationship between travel motivation and destination loyalty. The research findings are discussed within the scope of various studies in the literature and recommendations are made to researchers and sector representatives for research and application in the sector.