Turistik Destinasyonlarda Tüketici Temelli Marka Değerinin Ölçülmesi: Anamur Üzerine Bir Araştırma

Year 2018, , 147 - 159, 31.01.2018

Burçin Cevdet Çetinsöz , Gökhan Karakeçili

https://doi.org/10.21547/jss.350232

Abstract

Araştırmada
turistik bir destinasyon üzerinde tüketici temelli marka değeri modelinin
geçerliliğini ve boyutlar arasındaki ilişkiyi sınamak amaçlanmaktadır. Araştırmanın
örneklem grubu, Anamur ilçesine Haziran ve Temmuz aylarında ziyaret eden yerli
ziyaretçilerden oluşmaktadır. Uygulama için veri toplama aracı olarak turistik
destinasyonlar için tüketici temelli marka değerini ölçen anket kullanılmış
olup, elde edilen verilerin analizinde aritmetik ortalama ve frekans analizi gibi
betimsel analizler, yapı geçerliliği için doğrulayıcı faktör analizi ve
güvenirlik analizi gibi istatistiksel tekniklerden yararlanılmıştır. Ayrıca
belirlenen boyutlar arasındaki ilişkiler Yapısal Eşitlik Modeli (YEM) ile
analiz edilmiştir. Araştırma sonucunda, turistik destinasyonlar için tüketici
temelli marka değerini oluşturan boyutlar arasında anlamlı pozitif yönde ilişki
olduğu belirlenmiştir. Ancak algılanan destinasyon kalitesi ve destinasyon
sadakati arasında anlamlı bir ilişki bulunamamıştır.  

Keywords

Tüketici Temelli Marka Değeri, Yapısal Eşitlik Modellemesi, Destinasyon Marka İmajı, Destinasyon Marka Sadakati, Algılanan Destinasyon Kalitesi, Destinasyon Marka Farkındalığı

Measurement of Customer Based Brand Equıty for Tourısm Destınatıons: A Research on Anamur

Abstract

It
is aimed to investigate the validity of the consumer based brand value model
and the relationship between dimensions on a tourism destination in the
research. The sample group of the study consisted of a domestic visitors to
Anamur district in June and July. As a data collection tool, a questionnaire
was used to measure customer brand values ​​for tourism destinations. In order
to analyze the data statistical techniques such as descriptive analysis such as arithmetic mean and
frequency analysis, confirmatory factor analysis to
construct validity and reliability analysis were used. In addition, relations
between the determined dimensions were analyzed by Structural Equation Modeling
(YEM). As a result of the research, it was determined that there is a
significant positive relationship between the dimensions that constitute customer-based
brand value for tourism destinations. However, there was no significant
relationship between the perceived destination quality and destination brand
loyalty.

Keywords

Customer-Based Brand Equity, Structural Equation Modeling, Destination Brand Image, Destination Brand Loyalty, Perceived Destination Quality, Destination Brand Awareness

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