DESTINASYON KIŞILIĞININ TURISTLERIN DAVRANIŞSAL NIYETLERI ÜZERINDEKI ETKISI: ŞANLIURFA ÖRNEĞI

The aim of this research is to determine the destination personality of Şanlıurfa and to explain the effect of destination personality on behavioral intentions. Brand Personality Scale (BPS) of Aaker (1997) was used in this study for questionnare. Data were analysed with explanatory factor and regression analyses. As a result of the study, it is determined that among the all personality dimensions “sincerity” dimension has the most influence level which is positively on tourists’ behavioral intentions. While “sincerity dimension” has the most influence level on recommend intention and getting favourable impression, “excitement and sophisticated dimension” has the most influence level on revisit intention. It is thought that this study will contribute to the related literature, also it will reveal the destination personality of Şanlıurfa which has rich historical and cultural resources.