The effects of consumers' perceptions of identity and image relating to sport tourism destinations on destination loyalty (Example of ski centers in Turkey)

In this research, the importance of the relationship between sport and tourism, the effects and relationships of winter sports tourism consumers's perceptions of destination identity and destination image that effects on destination loyalty were examined. In order to collect data within the scope of the research, a questionnaire consisting of 2 parts was applied to the participants. In the first part of the questionnaire, evaluations of the demographic characteristics of the participants were included, and in the second part, statements aim to measuring their evaluations of image and identity perceptions and loyalty were included. The research data were carried out using online and face-to-face survey techniques. In this context, the population of the research, which was imagened in a descriptive design and has an exploratory quality, in January, February and March 2022, consisted of domestic tourists aged 18 and over who came to 6 Ski Centers in Turkey (Palandöken, Erciyes, Uludağ, Ilgaz, Davraz, Ergan) for ski. Questionnaire was applied to 455 people who visited six ski centers that announced as Ski Academies by the Turkish Ski Federation, by way of convenience sampling. 236 female and 219 male participants took part in the research. The collected data were analyzed by using the SPSS 25.0 statistical program (Statistical Package for Social Sciences). In the analysis of the data obtained as a result of the survey, analysis of variance (ANOVA) and independent samples t-test were applied to test the differences between the groups that included the participants in the context of the variables, depending on the distribution characteristics of the dataset. For meaningful relationships, group differences were determined using appropriate post-hoc tests in the light of the homogeneity of the variance distributions. Pearson correlation test was used to test the relationships between the study variables and the sub-dimensions of the variables. In addition, simple linear regression and multiple regression analysis were used to measure the effect of independent variables on the dependent variable. In all statistical analyzes within the scope of the research, the level of statistical significance was determined as 95%. As a result of the analyzes, it was concluded that there was a relationship between destination identity and destination loyalty, destination image and destination loyalty, and destination identity and destination image affect destination loyalty. In addition, it has been also determined that the perceptions of destination image, destination identity and destination loyalty differ according to the sport preferences and demographic characteristics of the participants. Keywords: Winter Sports, Winter Sports Tourism, Destination Image, Destination Identity, Destination Loyalty.