Destinasyona Yönelik Marka İmajı ve Marka Sadakati İlişkisinde Algılanan Destinasyon Kalitesinin Aracılık Rolü

Yıl 2019, Cilt: 16 Sayı: 1, 34 - 47, 15.03.2019

Cenk Murat Koçoğlu

https://doi.org/10.24010/soid.466183

Cited By: 8

Öz

Bu araştırma,
destinasyon marka imajı ve destinasyon marka sadakati arasındaki ilişkide
algılanan destinasyon kalitesinin aracılık rolünü ortaya koymak üzere
gerçekleştirilmiştir. Araştırmada, veri toplama yöntemi olarak anket
tekniğinden faydalanılmıştır. Araştırma evrenini Nevşehir destinasyonu ve bu
destinasyona gelen yerli turistler oluşturmaktadır. Araştırma bulgularına göre,
Nevşehir’e gelen yerli turistler, destinasyon marka imajı ve destinasyon marka
sadakatini orta seviyede olumlu değerlendirirken algılanan destinasyon
kalitesini nispeten daha az olumlu değerlendirmişlerdir. Araştırmanın
hipotezlerine yönelik sonuçlara göre, destinasyon marka imajı ile destinasyon
marka sadakati arasında pozitif bir ilişki tespit edilirken, bu ilişkide
algılanan destinasyon kalitesinin kısmi aracılık rolü olduğu belirlenmiştir.

Anahtar Kelimeler

Destinasyon marka imajı, Algılanan destinasyon kalitesi, Destinasyon marka sadakati

Kaynakça

• Aaker, D.A. (1996), Building Strong Brands, New York: The Free Press.
• Atay, L. ve Akyurt, H. (2009), “Uludağ Destinasyonunun İmajına Yönelik Ziyaretçi Algı ve Tutumlarını Belirlemeye Yönelik Bir Araştırma”, Seyahat ve Otel İşletmeciliği Dergisi, 6 (3).
• Baloğlu, Ş. ve McCleary, K. W. (1999), “A model of Destination Image Formation”, Annals of Tourism Research, 26 (4), ss. 868-897.
• Baron, R. M. ve Kenny, D. A. (1986), “The Moderator-Mediator Variable Distinctionin Social Psychological Research: Conceptual, Strategic, and Statistical Considerations”, Journal of Personality and Social Psychology, 51 (6), ss. 1173-1182.
• Bigne, J. E., Sanchez, M. I. ve Sanchez, J. (2001), “Tourism Image, Evaluation Variables and After Purchase Behavior: Interrelationship”, Tourism Management, 22 (6), ss. 607-616.
• Boo, S., Busser, J. ve Baloglu, S. (2009), “A Model of Customer-Based Brand Equity and Its Application to Multiple Destinations”, Tourism Management, 30 (2), ss. 219-231.
• Buhalis, D. (2000), “Marketing the Competitive Destination of the Future, Tourism Management, 21, ss. 97-116.
• Camarero, Carmen, Garrido, María José ve Vicente, Eva (2010), Components of Art Exhibition Brand Quity for Internal and External Visitors, Tourism Management, 31, ss. 495-504.
• Chaudhuri, A. ve Morris, H. B. (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Market, 65 (2), 81-93.
• Chen, C. F. (2011), “Exploring Relationships Between Destination Brand Equity, Satisfaction and Destination Loyalty: A Case Study of Mongolia”, Journal of Tourism, Hospitality & Culinary Arts, 3 (2), ss. 81-94.
• Chen, F.C. ve Tsai, D. C. (2007), “How Destination Image and Evaluative Factors Affect Behavioral Intentions?”, Tourism Management,28 (1), ss. 1115-1122.
• Chi, G. C. ve Qu, H. (2008), “Examining The Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty: An Integrated Approach”, Tourism Management, 29 (4), ss. 624-636.
• Chi, H., K., Yeh, H., R. ve Yang, Y.T. (2009), “The Impact of Brand Awareness On Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty”, The Journal of International Management Studies, 4 (1), ss. 135-144.
• Choi, G. J., Tkachenko, T. ve Sil, S. (2011), “On The Destination Image of Korea By Russian Tourists”, Tourism Management, 32, ss. 193-194.
• Cretu, A. E., ve Brodie, R. J. (2007), “The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective”, Industrial Marketing Management, 36 (2), ss. 230-240.
• Çetinsöz, B.C. ve Artuğer, S. (2013), “Antalya İlinin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma”, Anatolia: Turizm Araştırmaları Dergisi 24 (2), ss. 200-210.
• Deslandes, D. D. (2003), Assessing Consumer Perceptions of Destinations: A Necessary First Step in The Destination Branding Process. (Yayımlanmamış Doktora Tezi).The Florida State Üniversitesi.
• Dick, A. S. ve Basu, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science. 22 (2), ss. 99-113.
• Ekinci, Y. ve Hosany, S. (2006), “Destination Personality: An Application of Brand Personality to Tourism Destinations”, Journal of Travel Research, 45, ss. 127-139.
• Ersun, N. ve Arslan, K. (2011), “Turizmde Destinasyon Seçimini Etkileyen Temel Unsurlar ve Pazarlama Stratejileri”, Marmara Üniversitesi, İ.B.B.F. Dergisi, 31(11), ss. 229-248.
• Ferns, B. H. ve Walls, A. (2012), “Enduring Travel Involvement, Destination Brand Equity and Travelers’ Visit Intentions: a Structural Model Analysis”, Journal of Destination Marketing & Management, 1, ss. 27-35.
• Field, A. (2000), Discovering Statistics-Using SPSS for Windows, Sage Pub. London.
• Gartner, W. C. ve Ruzzıer, M. (2011), “Tourism Destination Brand Equity Dimensions: Renewal Versus Repeat Market’’. Journal of Travel Research, 50 (5), ss. 471-481.
• Gil, R. B., Andres, E.F. ve Salinas, E.M., (2007), “Family As A Source Of Consumer-Based Brand Equity”, The Journal of Product and Brand Management, 16 (3), ss. 188-199.
• Giritlioğlu, İ. ve Avcıkurt, C. (2010), “ Şehirlerin Turistik Bir Ürün Olarak Pazarlanması, Örnek Şehirler ve Türkiye’deki Şehirler Üzerine Öneriler”, Adıyaman Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (4), ss. 74-89.
• Gül, M. ve Bozok, D. (2015), “Müşteri Temelli Marka Değerinin Yaratılması ve Termal Turizm Amaçlı Seyahat Eden Turistlerin Marka Algılarının Ölçülmesi: Balçova Termal Tesislerine Yönelik Bir Araştırma”, İşletme Araştırmaları Dergisi, 7 (3), ss. 432-456.
• Hallmann, K., Zehrer, A. ve Müller, S. (2015), “Perceived Destination Image: An Image Model for a Winter Sports Destination and Its Effect on Intention to Revisit”, Journal of Travel Research, 54 (1), ss. 94-106.
• Hunt, J.D. (1975), “Image as a factor in tourism development”, Journal of Travel Research, Winter, ss. 1-7.
• Im, H.H., Kim, S.S., Elliot, S. ve Han, H. (2012), “Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective”, Journal of Travel & Tourism Marketing, 29, ss. 385-403.
• İnan, E. A.; Akıncı, S.; Kıymalıoğlu, A. ve Akyürek, M. S. (2011), “Kruvaziyer Turizminde Turistlerin Tavsiye Niyetlerinde Destinasyon İmajının Etkisi”, Ege Akademik Bakış, 11 (3), ss. 487-497.
• Kim, H. B. ve Kim, W. G. (2005), “The Relationship Between Brand Equity and Firms, Performance in Luxury Hotels and Chain Restaurant”, Tourism Management, 26: ss. 549-560.
• Kock, F., Josiassen, A., ve Assaf, G. A. (2016), “Advancing Destination Image: The Destination Content Model”, Annals of Tourism Research , 61, ss. 28-44
• Konecnik, M. ve Gartner, W. C. (2007), “Customer Based Brand Equity for A Destination”, Annals of Tourism Research, 34 (2), ss. 400-421.
• Kozak, N. (2010), Turizm Pazarlaması (3. Baskı), Ankara: Detay Yayıncılık
• Lee C., Lee, Y. ve Lee, B. (2005), “Korea’s Destination İmage Formed By The 2002 World Cup”, Annals of Tourism Research, 32 (4), ss. 839-858.
• Lertputtarak, S. (2012), “The Relationship Between Destination İmage, Food İmage, And Revisiting Pattaya, Thailand”, International Journal of Business and Management, 7 (5), ss. 111-121.
• Marangoz, M. (2007), “Tüketici Davranışı Temeline Göre Marka Değerinin Ölçülmesine Yönelik Bir Araştırma, Öneri Dergisi, 7 (28): 87-96.
• Marine-Roig, E. ve Clavé, S. (2016), “Perceived İmage Specialisation İn Multiscalar Tourism Destinations”, J. Destin. Mark. Manag, 5, ss. 202-213.
• Milman, A. ve Pizam, A. (1995), “The Role Of Awareness And Familiarity With A Destination: The Central Florida Case”, Journal of Travel Research, 33 (3), ss. 21-27.
• Myagmarsuren, O. ve Chen, C. (2011), “Exploring Relationships Between Destination Brand Equity, Satisfaction, and Destination Loyalty: a Case Study of Mongolia”, Journal of Tourism, Hospitality & Culinary Arts, 3 (2), ss. 81-94.
• Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., ve Wirth, F. (2004), “Developing and Validating Measures of Facets of Customer-Based Brand Equity”, Journal of Business Research, 57 (2), ss. 209-224.
• Nunnally, J. C. ve Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). New York: McGraw-Hill.
• Oppermann, M. (2000), “Tourism Destination Loyalty”, Journal of Travel Research, 39, ss. 78-84.
• Özoğul, T. ve Özel, Ç. H. (2015), “Destinasyonlara Yönelik Tüketici Temelli Marka Denkliği Algılarının Ölçümü: Eskişehir Örneği”, Uluslararası Alanya İşletme Fakültesi Dergisi, 7 (3), ss. 137-151.
• Pappu, R., Quester, P. ve Cooksey, R. W. (2005), “Consumer-Based Brand Equity: Improving The Measurement Empirical Evidence”, Journal of Product & Brand Management Emerald, 14 (3), ss. 143-154.Petrick, J. F. (2004), “The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioural Intentions”, Journal of Travel Research, 42, ss. 397-407.
• Phillips, W. J., Kara, W., Nancy H. ve Larry, L. F. (2013), “Tourist Word Of Mouth and Revisit Intentions to Rural Tourism Destinations: A Case of North Dakota, USA”, International Journal of Tourism Research, 15(1), ss. 93-104. Pike, S. ve Bianchi, C. (2013), “Destination Brand Equity for Australia: Testing A Model of CBBE in Short Haul and Long Haul Markets”, Journal of Hospitality and Tourism Research, 20 (10), ss. 1-21.
• Pike, S., Bianchi, C., Kerr, G. ve Patti, C. (2010), “Consumer-Based Brand Equity For Australia As a Long-Haul Tourism Destination in an Emerging Market”, International Marketing Review, 27 (4), ss. 434-449.
• Pratminingsih, A. S., Rudatin, L. C. ve Rimenta, T. (2014), “Roles of Motivation And Destination Image İn Predicting Tourist Revisit Intention: A Case Of Bandung-İndonesia”, International Journal of Innovation, Management and Technology, 5 (1), 19-24.
• Scherer, R.F., Wiebe F.A., Luther, D.C. ve Adams, J.S. (1988), “Dimensionality Of Coping: Factor Stability Using The Ways of Coping Questionnaire”. Psychological Reports, 62, ss. 763-770.
• Sekaran, U. (2003), Research Methods for Business, John Wiley High Education Press: New York, ABD.
• Shabbir, J., Rehman, K. U. (2013), “Impact of Perceptual Dimensions And Behavioral Dimentions On Brand Equity in Pakistan,” Information Management and Business Review, 5(7), ss. 347-359.
• Tabachnick, B. G. ve Fidell, L. S. (2013), Using Multivariate Statistics. (sixth ed.) Boston: Pearson.
• Taşçı, A. D. A. ve Gartner, W. C. (2007), “Destination Image and Its Functional Relationships”, Journal of Travel Research, 45 (4), ss. 413-425.
• Tayfun, A. ve Yayla, Ö. (2013), “Turistlerin Otel Seçimlerinde Marka Sadakatini Etkileyen Faktörlerin Demografik Değişkenler Açısından İncelenmesi: Ankara örneği”, İşletme Araştırmaları Dergisi, 5 (4), ss. 159-169.
• Teas, R. K. ve Laczniak, R. N. (2004), “Measurement Process Context Effects in Empirical Tests of Causal Models”, Journal of Business Research, 57 (2), ss. 162-174.
• Townsend, P. ve Gebhardt, J. (1998), The Policy ıs Still Quality, Best’s Review, June 1998.
• Ural, T. ve Perk, H.G. (2012), “Tüketici Temelli Marka Değerinin Kişisel Bilgisayar Satın Alma Niyeti Üzerine Etkisi: Antakya’da Bir Çalışma,” Anadolu Üniversitesi Sosyal Bilimler Dergisi, 12 (3), ss. 11-26.
• Üner, M. Güçer, E. ve Taşçı, A. (2006), “Türkiye Turizminde Yükselen Destinasyon Olarak İstanbul Şehrinin İmajı,” Anatolia: Turizm Araştırmaları Dergisi, 17 (2), ss. 189-201
• Vinh, T. T. ve Nga, V.T.Q. (2015), “The Relationship Between Components of Customer-Based Brand Equity For Destination: Conceptual Framework And Preliminary Testing For Scales”, South East Asia Journal of Contemporary Business, Economics and Law, 7 (2), ss. 47-53.
• Yağmur, Y. ve Kolukısa, C. (2016), “Fransız Turistlerin Destinasyon Marka Değeri Deneyimleri: Kemer Yöresi Uygulaması”, Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7 (16), ss. 80-98.