Research Article

Does Customer Engagement Affect Behavioral Intentions in a Tourism Destination? The Mediating Role of Customer Experience and Customer Identity

İlker Öztürk *
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Abstract

As the importance of tourism income is increasingly understood, competition among destinations intensifies. Destinations must market their key attractions to gain a share of this competition. This study examines how domestic tourists participating in tourism activities in Antalya perceive destination attractions and how this experience affects behavioral intentions. A questionnaire was administered to domestic tourists in Antalya, and 416 valid responses were analyzed using the Process macro. The results show that destination engagement affects destination customer identity and customer experience. However, customer engagement does not affect behavioral intention, and customer experience and customer identity do not have a mediating role.

Keywords: Destination; Customer Engagement; Customer Identity; Customer Experience; Behavioral Intentions

Details

Primary Language
Türkçe
Subjects
Tourism (Other)
Section
Research Article
Authors
İlker Öztürk *
SİVAS CUMHURİYET ÜNİVERSİTESİ
ORCID: 0000-0002-7302-2337
Article Type
Research Article
Submission Date
2 May 2021
Acceptance Date
31 May 2021
Publication Date
15 June 2021
Page Range
13–22
Published Issue
2021 · Issue 1
IZ
https://izlik.org/JA23NL87KT

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