RURAL TOURISM PARTICIPATION: A MULTIFACETED ANALYSIS OF MOTIVATIONS, DESTINATION IMAGE, AND BEHAVIORAL INTENTIONS IN BAŞKONUŞ YAYLASI

Abstract

This research aims to analyze the motivations, perceived destination images and behavioral intentions of visitors to Başkonuş Yaylası. Başkonuş Yaylası is a popular tourist destination in the west of Kahramanmaraş, Turkey. A literature review was conducted on the subject and survey technique was used to collect the research data. A questionnaire consisting of four sections was prepared and applied online. Relational survey model was used in this study. The population of the study consists of the participants who visit Başkonuş Yaylası. Convenience sampling method was used in the study and 225 people were reached. The data were collected between January and June 2022. Demographic characteristics were found to have an important role in shaping both motivations to participate and perceived destination image, especially for young students who exhibit higher motivation in the \"Exploration\" dimension and perceive higher value in areas such as \"Infrastructure and Entertainment Diversity\". The study also highlighted occupational differences among visitors, reflecting important differences in several dimensions of rural tourism interest, such as \"Price and Value\" and \"Natural Environment\". These findings have profound implications for destination managers and tourism businesses operating in the destination. It is vital to understand and strategically utilize these variables to attract tourists from the target market.