The intermediary role of destination image in the impact of destination personality on visitor satisfaction

Destination personality and destination image can have an important role in enhancing of visitor satisfaction. The traits of destination personality can also subscribe to the positive improving of the destination image. In line with this, the main target of the research is to specify whether the destination personality traits and destination image of Bolu have an impact on the visitor satisfaction. In addition, in this research, it has been tried to determine whether the destination image has an intermediary role in the impact of Bolu's destination personality on visitor satisfaction. Data were collected from 234 domestic tourists who visited Bolu through a questionnaire. On the obtained data, respectively; reliability, validity and normality tests, correlation analysis and finally linear and hierarchical regression analyzes were performed. Based on the outcome of the research, the factors of the destination personality (attractiveness, humane modernist and vibrancy) have an impact on the destination image and visitor satisfaction in a significance and positive way. It has been determined that the destination image has a meaningful and positive influence on the customer satisfaction. Moreover, it has been observed that there is a partial intermediary role of the destination image on the impact of destination personality factors on the visitor satisfaction. According to these outcomes revealed, the entire hypotheses tested in the study have been accepted.