THE EFFECT OF DESTINATION IMAGE, HOLISTIC IMAGE AND PERSONAL NORMATIVE BELIEFS ON REVISITING INTENTION: MARDIN CITY EXAMPLE

Abstract

Within the scope of this research, the effect of destination image, holistic image and personal normative beliefs on revisiting intention to Mardin was investigated. In this regard, firstly the literature on destination concept, destination image, holistic image, personal normative beliefs, revisiting intention and Mardin destination were reviewed. Then, there was conducted survey questionnaire with 275 local tourists visiting Mardin via prepared survey form. According to the findings, there were determined the effects of cognitive image, affective image and behavioural image composing destination image, and also holistic image and personal normative beliefs on revisiting intention to Mardin.