The Effects of Perceived Value of Icons on Behavioural Intention:

The Case of Cappadocia

Abstract

Icons, which are important religious elements for Christianity, are also substantial attraction elements of touristic travels, especially cultural tours, and faith tours. These attractions, which have been inherited from centuries ago, are also the subject of scientific research. Although icon issues are frequently discussed in the fields of art history, it has been observed that icons do not take place much in tourism studies. Unlike its counterparts, the subject of icons in this study is handled with the tourism paradigm and this situation reveals the importance of the study. In the context of determining the effects of the perceived value of icons on the behavioural intentions of tourists, empirical research designed. Quantitative research methods were used in the study. The data were collected with the help of a scale which was developed based on the literature. Primary data was obtained by applying the questionnaire to 507 domestic and 525 foreign tourists who have just visited Göreme Open Air Museum (Cappadocia, Turkey). The obtained data were analysed with the help of SPSS statistical program. Regression analysis was used to determine the explanatory value of the perceived value of icons, which is the independent variable of the research, on behavioural intentions, which are dependent variables. According to the results obtained from the research, it has been determined that the perceived value of the icons by the tourists makes a significant contribution to explaining the behavioural intention. Various suggestions have been presented depending on the results of the research. It is expected that this study will contribute to the literature, pave the way for similar studies, and make a significant contribution to filling an important gap in the relevant literature.