Destinasyon Rekabetçiliğinde İmaj, Değer ve Kalite: Şehirlerarası Bir Karşılaştırma

Year 2021, Volume: 5 Issue: 1, 111 - 126, 26.01.2021

Aykut Şimşek , Çetin Akkuş

https://doi.org/10.29023/alanyaakademik.684501

Cited By: 1

Abstract

Ulusal kültüre ait değerler, normlar ve kurallar gibi unsurlar turistlerin davranışlarını, beklentilerini, algılarını önemli ölçüde etkilemektedir. Özellikle ortak turistik ve kültürel değerler taşıyan komşu destinasyonlarda turistlerin zihinlerinde oluşan destinasyon imajı, yaşadıkları deneyimin kalitesi ve algıladıkları değer destinasyon rekabetçiliğinde önemli bir avantaj sağlamaktadır. Bu nedenle araştırmada iki komşu destinasyon olan Kastamonu ve Çankırı illerinin ziyaretçilerin gözünden destinasyon imajı, algılanan değer ve deneyim kalitesi düzeylerini tespit etmek ve bu iki şehrin birbirine üstün oldukları boyutları incelemek amaçlanmıştır. Araştırma kapsamında Kastamonu ve Çankırı şehir merkezlerinde toplam 701 kişiye yönelik anket uygulanmıştır. Yapılan analizler sonucunda Kastamonu şehrinin destinasyon imajı, algılanan değeri ve deneyim kalitesinin Çankırı şehrinden anlamlı ve pozitif farklılığa sahip olduğu tespit edilmiştir.

Keywords

Kültür, Kastamonu, Çankırı, Destinasyon İmajı, Algılanan Değer, Deneyim Kalitesi

References

• ALTUNIŞIK, R., ÇOŞKUN, R., BAYRAKTAROĞLU, S. VE YILDIRIM, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı. Sakarya: Sakarya Yayıncılık
• BEERLİ, A., & MARTÍN, J. D. (2004). Tourists’ characteristics and the perceived image of tourist destinations: a quantitative analysis—a case study of Lanzarote, Spain. Tourism management, 25(5), 623-636.
• BEERLİ, A., & MARTİN, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657-681.
• CHANG, T. Y., & HORNG, S. C. (2010). Conceptualizing and measuring experience quality: the customer's perspective. The Service industries journal, 30(14), 2401-2419.
• CHEN C-F., PHOU S. (2013), A closer look at destination: Image, personality, relationship and loyalty, Tourism Management, 36(2013), 269-278.
• COLE, S. T. ve ILLUM, S. F. (2006). Examining The Mediating Role of Festival Visitors’ Satisfaction in The Relationship Between Service Quality and Behavioral İntentions. Journal of Vacation Marketing, 12(2): 160-173.
• COLE, S. T., & SCOTT, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1), 79-90.
• CRONİN, J. J., BRADY, M. K. ve HULT, G. T. M. (2000). Assessing The Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2): 193–218.
• ELLİOT, S., & PAPADOPOULOS, N. (2016). Of products and tourism destinations: An integrative, cross-national study of place image. Journal of Business Research, 69(3), 1157-1165.
• FERNANDES, T., & CRUZ, M. (2016). Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars. Journal of Retailing and Consumer Services, 31, 371-379.
• HAİR, J.F., BLACK, W.C., BABİN, B.J. VE ANDERSON, R.E. (2010) Multivariate Data Analysis. (7th Edition). New York: Pearson.
• HUDSON, S., WANG, Y., & GİL, S. M. (2011). The influence of a film on destination image and the desire to travel: a cross‐cultural comparison. International journal of tourism research, 13(2), 177-190.
• INİESTA-BONİLLO, M. A., SÁNCHEZ-FERNÁNDEZ, R., & JİMÉNEZ-CASTİLLO, D. (2016). Sustainability, value, and satisfaction: Model testing and cross-validation in tourist destinations. Journal of Business Research, 69(11), 5002-5007.
• JİRİCKA, A., SALAK, B., EDER, R., ARNBERGER, A., & PRÖBSTL, U. (2010). Energetic tourism: exploring the experience quality of renewable energies as a new sustainable tourism market. WIT Transactions on Ecology and the Environment, 139(4), 55-68.
• KUO, Y. F., WU, C. M., & DENG, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, 25(4), 887-896.
• LEE, G., & LEE, C. K. (2009). Cross-cultural comparison of the image of Guam perceived by Korean and Japanese leisure travelers: Importance–performance analysis. Tourism Management, 30(6), 922-931.
• MARTÍNEZ, S. C., & ALVAREZ, M. D. (2010). Country versus destination image in a developing country. Journal of Travel & Tourism Marketing, 27(7), 748-764.
• MOLİNA, A., GÓMEZ, M., & MARTÍN-CONSUEGRA, D. (2010). Tourism marketing information and destination image management. African Journal of Business Management, 4(5), 722-728.
• OTTO, J. E. VE RİTCHİE, J. R. B. (1996). The Service Experience in Tourism. Tourism Management, 17(3): 165–174.
• PETRİCK, J. F. VE BACKMAN. (2002). An Examination of The Construct of Perceived Value for The Prediction of Golf Travelers’ Intentions to Revisit. Journal of Travel Research, 41(1): 38–45.
• PİKE, S., & PAGE, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management, 41, 202-227.
• PİKE, S., KOTSİ, F., & TOSSAN, V. (2018). Stopover destination image: A comparison of salient attributes elicited from French and Australian travellers. Journal of Destination Marketing & Management, 9, 160-165.
• QUİNTAL, V. A. VE POLCZYNSKİ, A. (2010). Factors Influencing Tourists' Revisit Intentions. Asia Pacific Journal of Marketing and Logistics, 22 (4): 554-578.
• REİSİNGER, Y., & TURNER, L. (2012). Cross-cultural behaviour in tourism. Routledge.
• ROYO-VELA, M. (2009). Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement. Tourism Management, 30(3), 419-428.
• SABİOTE-ORTİZ, C. M., FRÍAS-JAMİLENA, D. M., & CASTAÑEDA-GARCÍA, J. A. (2016). Overall perceived value of a tourism service delivered via different media: A cross-cultural perspective. Journal of Travel Research, 55(1), 34-51.
• SANCHEZ, J., CALLARİSA, L., RODRİGUEZ, R. M., & MOLİNER, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism management, 27(3), 394-409.
• SWEENEY, J. C. VE SOUTAR, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2): 203-220.
• XU, H., & YE, T. (2018). Dynamic destination image formation and change under the effect of various agents: The case of Lijiang,'The Capital of Yanyu'. Journal of Destination Marketing & Management, 7, 131-139.
• ZHANG, H., FU, X., CAİ, L. A., & LU, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism management, 40, 213-223.
• ZİNS, A. H. (2002). Consumption emotions, experience quality and satisfaction: a structural analysis for complainers versus non-complainers. Journal of Travel & Tourism Marketing, 12(2-3), 3-18.