Importance of destination image and customer satisfaction for new emerging destinations: An empirical research case from tourism development perspective

Abstract

The current study purposed to focus on the importance of destination Image and customer satisfaction by conducting an empirical case study from Amasya Province, Turkey. Data for the present research work was obtained from a sample of domestic tourists in Amasya. Respondents self-administered the questionnaires. A total number of 100 usable questionnaires were obtained in the research location. For the statistical analyses, the current study has used SPSS Version 23 in conjunction with Partial Least Squares (PLS). Based on the analysis, the majority of tourists seemed satisfied and had positive destination image. However this study showed that there are some points that should be developed such as tourism infrastructure, night life and entertainment environment, public transport transportation system, services for tourists and etc. Examining the factors constitutes destination image on a continuous basis is a critical issue for the new emerging destinations, so, in this regard the current work procures important implications in general. At the same time it contributes to the new theoretical knowledge. © PASOS.