Destinasyon marka değerinin destinasyon güveni ve tekrar ziyaret niyeti üzerine etkisi: Ziyaret sıklığının moderatör rolü

This research aims to determine the effect of the destination brand value component on destination trust and revisit intention, as well as the moderating role of visit frequency in the impact of destination brand value on destination trust and revisit intention. The research was conducted in the Antalya province, Manavgat, Side destination with significant domestic and foreign tourism activity and potential. The research sample consists of foreign tourists who have visited the Side destination at least once or more. In this context, research was conducted using the survey data collection technique with 391 foreign tourists visiting the Side destination. Confirmatory factor analysis and path analysis were applied to the obtained data through structural equation modelling. According to the findings of the research, it has been determined that destination brand value has a significant effect on destination trust, destination trust has a substantial effect on revisit intention, destination brand value has a significant impact on revisit intention, visit frequency has a moderating role in the effect of destination trust on revisit intention, and visit frequency has a moderating role in the impact of destination brand value on revisit intention.