Comparison of the Destination Image Before and After the Holiday: Case of Alanya

Yıl 2020, Cilt: 17 Sayı: 2, 173 - 185, 30.08.2020

Caner Güçlü , Yıldırım Yılmaz

https://doi.org/10.24010/soid.674868

Cited By: 2

Öz

It was carried out to determine the perceptions of foreign tourists about Alanya as a tourist destination before and after travel. Foreign tourists visiting Alanya constitute the universe of the research. A questionnaire was applied to 384 tourists who were accommodated in the hotels in Alanya center and its resorts and were chosen randomly. As a result of the research, it has been revealed that the image perceptions of the tourists are gathered under the dimensions of restaurant services, beaches, local artisans, security and transportation, local people, night life, natural and clean environment, history and culture. The image perception before and after the holidays were compared according to the paired sample t test. According to the results of the analysis, the perception of the image of the tourists after the visit is higher than before the visit. While the highest positive differentiation among dimensions is the image related to nightlife in the destination, the lowest positive differentiation is the image acquired about local craftsmen.

Anahtar Kelimeler

Before Holiday, After Holiday, Destination Image, Alanya

Tatil Öncesi ve Sonrası Destinasyon İmajı Karşılaştırması: Alanya Örneği

Öz

Yabancı turistlerin turistik destinasyon olarak Alanya ile ilgili seyahat öncesi ve sonrası algılarını belirlemek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Alanya’yı ziyaret eden yabancı turistler oluşturmaktadır. Alanya merkez ve beldelerinde bulunan otellerde konaklayan ve tesadüfi olarak seçilen 384 turiste anket uygulanmıştır. Araştırmanın sonucunda turistlerin imaj algılarının restoran hizmetleri, plajlar, yerel esnaf, güvenlik ve ulaşım, yerel halk, gece hayatı, doğal ve temiz çevre, tarih ve kültür boyutları altında toplanmış olduğu ortaya koyulmuştur. Tatil öncesi ve sonrası imaj algısı eşleştirilmiş t- testine göre karşılaştırılmıştır. Yapılan analiz sonuçlarına göre turistlerin destinasyonu ziyaret sonrası edindikleri imaj algısı ziyaret öncesine göre daha yüksektir. Boyutlar arasında en yüksek olumlu farklılaşma destinasyondaki gece hayatı ile ilgili imaj olurken, en düşük olumlu farklılaşma yerel esnaflar ile ilgili edinilen imaj olmaktadır.

Anahtar Kelimeler

destinasyon imajı, tatil öncesi ve sonrası, Alanya

Kaynakça

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