Author(s): Melih BAÅ, SavaÅ ARTUÄER
The purpose of this research; the influence of the perceived hotel image on the behavioral intentions of the tourists (intention to visit and recommendation). The universe of the study consists of foreign tourists staying in five star hotels in Marmaris between June and August 2017. Data were collected from 403 foreign tourists. In the analysis of the obtained data, descriptive analyzes such as percentage frequency were used. In addition, the causality relationships between the variables in the research were analyzed by using Structural Equation Modeling Technique. As a result of the research, it is concluded that the perceived image of the hotel is influential on behavioral intentions (intention to visit and advice). However, in the research, the perceived image of the hotel appeared more effective on the intention of tourists to recommend.
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