Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz

Selçuk Efe Küçükkambak; Ece Armağan

doi:10.18074/ckuiibfd.900706

Research Article

Measuring The Consumer Based Brand Equity Of Fethiye: A Comparative Analysis On Domestic And Foreign Tourists

Year 2022, Volume: 12 Issue: 1, 55 - 83, 30.06.2022

Selçuk Efe Küçükkambak , Ece Armağan

https://doi.org/10.18074/ckuiibfd.900706

Abstract

Due to the direct economic contributions of the tourism sector to the country budget, the most important premise of branding of destinations and creating preferable destination brands by creating the intention of re-visiting tourists is to create brand equity in touristic destinations. In this study, it was aimed to determine the elements that make up Fethiye's consumer-based brand equity and to determine the role of brand satisfaction in the effect of these elements on the destination brand preference. According to the findings obtained from 1168 tourists participating in the study, it has been determined that the destination brand equity perceptions of tourists visiting Fethiye differ between local and foreign tourists, and brand satisfaction has a moderator role in the effect of destination brand equivalence on brand preference. The research results are expected to guide the destination branding decisions of tourism stakeholders in Fethiye and contribute to future studies in Fethiye in the field of destination marketing.

Keywords

Brand Equity, Brand Preference, Tourism Marketing

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Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz

Year 2022, Volume: 12 Issue: 1, 55 - 83, 30.06.2022

Selçuk Efe Küçükkambak , Ece Armağan

https://doi.org/10.18074/ckuiibfd.900706

Abstract

Turizm sektörünün ülke bütçesine doğrudan sağladığı ekonomik katkıları nedeniyle destinasyonların markalaşması, turistlerde yeniden ziyaret niyeti oluşturarak tercih edilebilir destinasyon markaları yaratmanın en önemli öncülü turistik destinasyonlarda marka denkliği oluşturmaktır. Bu çalışmada Fethiye’nin tüketici temelli marka denkliğini oluşturan elemanların belirlenmesi ve bu elemanların destinasyon marka tercihine olan etkisinde marka memnuniyetinin rolünün tespit edilmesi amaçlanmıştır. Araştırmaya katılan 1168 turistten elde edilen bulgulara göre Fethiye’yi ziyaret eden turistlerin destinasyon marka denkliği algılarının yerli ve yabancı turistler arasında farklılıklar gösterdiği, destinasyon marka denkliğinin marka tercihine olan etkisinde marka memnuniyetinin düzenleyici rolü olduğu tespit edilmiştir. Araştırma sonuçlarının Fethiye’deki turizm paydaşlarının destinasyon markalama kararlarına yön vermesi, destinasyon pazarlaması alanında Fethiye’de gelecekte yürütülecek çalışmalara katkıda bulunması beklenmektedir.

Keywords

Marka Denkliği, Marka Tercihi, Turizm Pazarlaması

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Ballantyne, R., Warren, A., & Nobbs, K. (2006). The Evolution Of Brand Choice. Journal Of Brand Management, 13(4), 339-352.
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Beristain, J. J., & Zorrilla, P. (2011). The Relationship Between Store İmage And Store Brand Equity: A Conceptual Framework And Evidence From Hypermarkets. Journal Of Retailing And Consumer Services, 18(6), 562-574.
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He, H., & Li, Y. (2010). Key Service Drivers For High-Tech Service Brand Equity: The Mediating Role Of Overall Service Quality And Perceived Value. Journal Of Marketing Management, 27(1-2), 77-99.
Herrero, Á., San Martin, H., & Collado, J. (2017). Examining The Hierarchy Of Destination Brands And The Chain Of Effects Between Brand Equity Dimensions. Journal Of Destination Marketing & Management, 6(4), 353-362.
Hinkin, T. R., Tracey, J. B., & Enz, C. A. (1997). Scale Construction: Developing Reliable And Valid Measurement Instruments. Journal Of Hospitality & Tourism Research, 21(1), 100-120.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination Image And Destination Personality: An Application Of Branding Theories To Tourism Places. Journal Of Business Research, 59(5), 638-642.
Hsu, C. H., Oh, H., & Assaf, A. G. (2012). A Customer-Based Brand Equity Model For Upscale Hotels. Journal Of Travel Research, 51(1), 81-93
Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The Interplay Between Social Media Communication, Brand Equity And Brand Engagement In Tourist Destinations: An Analysis In An Emerging Economy. Journal Of Destination Marketing & Management, 16, 100413.
Im, H. H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing Destination Brand Equity Dimensions From A Consumer-Based Brand Equity Perspective. Journal Of Travel & Tourism Marketing, 29(4), 385-403.
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Details

Primary Language	Turkish
Subjects	Business Administration
Journal Section	Research Article
Authors	Selçuk Efe Küçükkambak 0000-0001-6633-1492 Ece Armağan 0000-0001-5371-219X
Publication Date	June 30, 2022
Published in Issue	Year 2022 Volume: 12 Issue: 1

Cite

APA	Küçükkambak, S. E., & Armağan, E. (2022). Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 12(1), 55-83. https://doi.org/10.18074/ckuiibfd.900706
AMA	Küçükkambak SE, Armağan E. Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. June 2022;12(1):55-83. doi:10.18074/ckuiibfd.900706
Chicago	Küçükkambak, Selçuk Efe, and Ece Armağan. “Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli Ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 12, no. 1 (June 2022): 55-83. https://doi.org/10.18074/ckuiibfd.900706.
EndNote	Küçükkambak SE, Armağan E (June 1, 2022) Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 12 1 55–83.
IEEE	S. E. Küçükkambak and E. Armağan, “Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz”, Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 12, no. 1, pp. 55–83, 2022, doi: 10.18074/ckuiibfd.900706.
ISNAD	Küçükkambak, Selçuk Efe - Armağan, Ece. “Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli Ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz”. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 12/1 (June 2022), 55-83. https://doi.org/10.18074/ckuiibfd.900706.
JAMA	Küçükkambak SE, Armağan E. Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2022;12:55–83.
MLA	Küçükkambak, Selçuk Efe and Ece Armağan. “Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli Ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 12, no. 1, 2022, pp. 55-83, doi:10.18074/ckuiibfd.900706.
Vancouver	Küçükkambak SE, Armağan E. Fethiye’nin Tüketici Temelli Marka Denkliğinin Ölçümü: Yerli ve Yabancı Turistler Üzerinde Karşılaştırmalı Bir Analiz. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2022;12(1):55-83.

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