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Abstract

In this research bringing out the consumer based brand equity of Antalya which is one of the most important tourism destinations in Turkey, is aimed. The sampling group of the research includes the tourists who visited Antalya from May to August in2012. The data collecting method is a questionnaire which evaluates the brand equity of destination and data from 485 tourists has been collected in total. Descriptive analysis such as arithmetic mean and standard deviation; statistical tests such as factor analysis, reliability analysis, and Pearson corelation analysis were used in order to analyse the data. As a result of the research the ideas of the respondents about Antalya is positive in general and the most positive idea was found to be about the “brand equity” factor. However, according to the corelation analysis results, there is a mid level positive relationship among the brand equity dimentions. 

Keywords

• Brand equity, Consumer based brand equity, Destination, Antalya

Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma

Abstract

Bu araştırmada, Türkiye’nin en önemli turizm destinasyonlarından biri olan Antalya’nın tüketici temelli marka değerinin ortaya çıkarılması amaçlanmıştır. Araştırmanın örneklem grubu, Antalya ilini 2012 yılında Mayıs ile Ağustos ayları arasında ziyaret eden turistlerden oluşmaktadır. Uygulama için veri toplama aracı olarak destinasyon marka değerini ölçen anket kullanılmış olup, toplam 485 turistten veri elde edilmiştir. Elde edilen verilerin analizinde aritmetik ortalama, standart sapma gibi betimsel analizlerden, faktör analizi, güvenirlik analizi, Pearson korelasyon analizi gibi istatistiksel testlerden yararlanılmıştır. Araştırma sonucunda, katılımcıların Antalya’nın marka değerine ilişkin görüşlerinin olumlu olduğu tespit edilmiş olup, en olumlu görüş “marka sadakati” faktörü için hesaplanmıştır. Ayrıca korelasyon analizi sonuçlarına göre, marka değeri boyutları arasında pozitif yönde orta seviyede bir ilişki olduğu tespit edilmiştir.

Keywords

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