The Image of the City of İstanbul as an Emerging Destination in Turkey's Tourism

Abstract

The study that is substantiated by the support of Ministry of Culture and Tourism, is aimed to determine the image in the foreigners view of the city of Istanbul that is by following Antajya being in the position of the most important tourism destination of Turkey and also in the future years it will be expected to make strong its current position in the country tourism. In the content of the study, after discussing the position and the importance of the city of Istanbul in the Turkey's tourism, conceptual frame about the destination image is described. In the following parts of the study, an integration of the studies towards Turk and the image of Turkey is given, afterwards an empirical part that is prepared to determine the image of Istanbul is taken place. The questionnaire that is prepared by considering the related literature was applied to foreigners through the Ministry of Culture and Tourism representations abroad and reached to 726 question­naires that can be evaluated. The data which were attained from the questionnaires were analyzed by the SPSS 12.0 for Windows and the relations between personality characteristics, attitudes of travel and perceived image of Istanbul of the foreigners that participated in the research.

Keywords

• Istanbul,tourism marketing,tourism attractions,image building

Türkiye Turizminde Yükselen Destinasyon Olarak İstanbul Şehrinin İmajı

Öz

T.C. Kültür ve Turizm Bakanlığı'nın destekleriyle gerçekleştirilmiş olan bu çalışma, Antalya'yı takiben Türkiye'nin en önemli turizm desti­nasyon u konumunda olan ve gelecek yıllarda da ülke turizmi içerisindeki bu konumunu daha da güçlendirmesi beklenen İstanbul şehrinin yabancılar gözünde imajının belirlenmesini amaçlamaktadır. Çalışma kapsamında, Türkiye turizmi içerisinde İstanbul şehrinin yeri ve önemi vurgulandıktan sonra destinasyon imajı ile ilgili kavramsal çerçeve çizilmektedir. Çalışmanın ilerleyen kısımlarında, Türk ve Türkiye imajına yönelik çalışmaların bir entegrasyonunun verilmekte, takiben İstanbul imajının belirlenmesine yönelik olarak gerçekleştirilen ampirik kısım yer almaktadır. İlgili literatür dikkate alınarak hazırlanan anket formu, T.C. Kültür ve Turizm Bakanlığı'nın yurt dışı temsilci­likleri vasıtasıyla yabancılara uygulanmış ve 726 adet değerlendirebilir anket formuna ulaşılmıştır. Anketlerden elde edilen veriler SPSS 12.0 for Windows programı ile analiz edilmiş, araştırmaya katkı veren yabancıların kişisel özellikleri ve seyahat tutumları ile algıladıkları İstanbul imajı arasında ilişkiler test edilmiştir.

Anahtar Kelimeler

• İstanbul,turizm pazarlaması,turizm çekicilikleri,imaj oluşturma

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