Intermediation effect of destination personality on the relationship between visitor satisfaction and behavioral intention: Ankara case

In the research, the determination of the personality perceptions of the domestic tourists visiting the city of Ankara and the mediating effect on the behavioral intentions of the visitors as a result of the satisfaction of these perceptions were examined. In this context, by examining the tourism potential of Ankara on the basis of visitor satisfaction and destination personality, the attitude of the visitor towards the next visit and the recommendation status of the personality traits they feel were investigated. Within the scope of the study, a questionnaire was applied to 459 domestic tourists visiting Ankara. As a result of the research, it was concluded that visitor satisfaction has a positive effect on behavioral intention and destination personality, and destination personality has a positive effect on behavioral intention. In the study, it was also concluded that the destination personality has a mediating effect on the relationship between visitor satisfaction and behavioral intention. These results show that domestic tourists visiting Ankara destination have positive acquisitions in service purchase and purchase processes. In addition, it has been understood that the destination personality of Ankara has a mediating effect on behavioral intentions towards Ankara. This shows that the personality of the destination has a significant impact. From this point of view, it has been concluded that the personality of the destination has a significant impact on the orientation of the domestic tourists visiting Ankara to recommend and revisit for the future.